State of Performance TV 2024
tvScientific’s annual report on how marketing teams are leveraging performance TV advertising to effectively target their buyers and improve business outcomes
What is the impact of performance TV on a company’s revenue? How does the advertising channel compare to other marketing channels?
tvScientific surveyed more than 600 marketing professionals on how their teams use performance TV in their marketing mix and its impact on business outcomes.
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Top Takeaways
54% of marketers rely on performance TV to generate pipeline. Marketers’ dependence on the media channel will increase because they plan to spend 23.6% more on CTV ads in 2024.
35% of marketers plan to increase overall ad spend in 2024 and most advertisers agreed that CTV was the most effective channel in their marketing mix.
65% of advertisers report sales increase when performance TV is added alongside other paid channels like search and social.
With a diverse marketing mix, 68% of respondents say their company’s brand awareness has increased since using performance TV.
Two myths about performance TV remain unnecessary obstacles for advertisers: it’s too expensive and hard to measure. In reality, performance TV has a higher return on investment because of its targeting capabilities and outcome-based advertising model.
Report Demographics
See what over 600 advertisers say about the future of CTV!
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