This week’s Future of TV Briefing looks at why advertisers’ sports spending still skews heavily toward traditional TV despite more sports being available to stream.
Streaming has overtaken traditional TV when it comes to overall viewership. But sports still tilts the balance back to traditional TV in a way that can make traditional TV the baseline for advertisers.
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“As you’re bringing streaming live sports into the [media mix modeling] equation and it’s being calculated alongside CTV, it’s a very different price point. So you’re even doubling down on the efficiency challenges, but I think that’s also confusing the model a little bit because now there’s also more overlap,” said UM’s Marcy Greenberger. “If I’m watching Peacock, for example, and I’m watching ‘Sunday Night Football’ on Peacock and I’m watching ‘Love Island’ on Peacock, I might be apt to have more overlap there.”
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