B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
52%
52% -- ad budget reallocation share for US cable TV advertising budgets shifting to CTV (2023)
In 2023, 52% of ad spend reallocated to CTV comes from cable TV advertising according to IAB reporting.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
52%
Unit
Percentage
Data Vintage
2023
Entity
Geography
US
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
IAB (Interactive Advertising Bureau)
Primary
Tier B
https://www.silverpush.co/blogs/the-rise-of-programmatic-advertising-top-5-trends-shaping-the-indust… ↗
Source Article
5 Programmatic Advertising Trends You Need to Know
The Rise of Programmatic Advertising: Top 5 Trends Shaping the Industry | 28 Feb, 2023
Want to know where programmatic advertising is headed? Check out the blog which talks about the top 5 programmatic advertising trends to keep an eye on, including the rise of connected TV, the importance of privac…
Original Research
IAB (Interactive Advertising Bureau)
· Original study ↗
Methodology
Attributed to IAB: share of ad spend being reallocated from cable TV to CTV; secondhand citation via Silverpush.
Methodology documented
Segmentation
IndustryMedia
RegionUS
ChannelCTV
Cite this stat
Plain Text
US cable TV advertising budgets shifting to CTV: 52% ad budget reallocation share. Source: IAB (Interactive Advertising Bureau) (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/cable-ad-budget-shift-to-ctv-2023
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<blockquote cite="https://lighthousedata.io/data/cable-ad-budget-shift-to-ctv-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>52%</strong> -- ad budget reallocation share for US cable TV advertising budgets shifting to CTV<br><small>Source: IAB (Interactive Advertising Bureau) (2023) · <a href="https://lighthousedata.io/data/cable-ad-budget-shift-to-ctv-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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