Newswire - September 2022

A recent global advertising report found that Online Video has finally closed the investment gap between spend and daily consumption after years of underinvestment. Social Media's and Linear TV's budgets are both disproportionately large (with spends about twice as high as daily consumption), while podcasts and digital audio continue to be the most undervalued media, leaving considerable room for continued media budget growth. (WARC)

Despite the dramatic growth of ad-supported streaming over the last few years, linear TV commands disproportionally high budgets compared to Connected TV. Many media buyers still view CTV as incremental (an option solely to reach users who have cut the cord), but with cable subscriptions in freefall, forward-thinking marketers are exploring next-generation media and data solutions now. (Ad Exchanger)

Content with ads still holds nearly 60% share of the total time U.S. audiences spend consuming entertainment — great news for advertisers concerned about a subscription-driven inventory crunch. In fact, an ad-free experience actually isn't among the primary reasons consumers purchase a premium subscription: The top two reported factors are "getting a good value for the price" and "having a variety of content." (Luminate)