Magnite Research Finds CTV Audiences More Representative and Diverse Than Traditional TV

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[{"type":"text","content":"Magnite’s “CTV Is for Everyone: US 2021” study finds ad-supported programming is becoming the primary way Americans watch CTV\nNEW YORK, Oct. 25, 2021 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the world’s largest independent omnichannel sell-side advertising platform, today released its “CTV Is for Everyone: US 2021” report. The study of 1,200 consumers across the US explores the opportunity for marketers to engage with CTV audiences which are now more reflective of the general population in terms of age, race, and other factors than traditional TV. “CTV is now much more than just an audience extension tool or an add-on to a linear buy because it’s clear that a large portion of TV viewers have shifted their attention in favor of CTV,” said Sean Buckley, Chief Revenue Officer, CTV of Magnite. “While traditional TV audiences have become more homogeneous, CTV viewers encompass a representative cohort of ages and backgrounds. Our goal in conducting this research is to help media owners and advertisers understand how they can reach CTV viewers effectively, authentically, and respectfully.” CTV Audiences Are More Reflective of the US ConsumerCTV reaches a balanced mix of age groups, matching the national profile, whereas traditional TV skews heavily in the 55+ range and under-delivers across all other groups. Similarly, CTV mirrors America’s racial diversity profile whereas the traditional TV audience skews white and consequently under delivers against Black, LatinX, and Asian audiences. CTV Viewing Increased Significantly Compared to Traditional TVThe latest findings show that 55 million households only watch CTV, meaning 40% of US TV households are only reachable via CTV. Over the past 12 months, viewing time increased 44% for CTV households versus just 29% for linear TV households. CTV Advertising Value ExchangeThe study found that 90% of CTV viewers watch ad-supported programming and ad-supported content is now watched nearly as much as ad-free content (47% versus 53%). CTV viewers are more willing to share information to receive relevant ads compared to traditional TV viewers (47% versus 28%). Engaged viewers on CTV expressed they were twice as likely to buy a product after seeing an ad they paid attention to. Additional findings from the report include: CTV viewing households are more likely to own other digital devices includ...

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