TV is a prime example of how hyper-charged evolution doesn’t necessarily change everything. Huge viewing spikes have driven significantly enhanced reach, as well as winning the interest of advertisers keen to harness the fast-expanding possibilities of connected TV (CTV). But this growth has also amplified one of its biggest long-running issues: fragmentation.
While audiences have increased overall consumption — spending 2,000 hours watching TV and video content last year — their diet has been highly varied. In addition to gains for traditional broadcast, 2020 also saw streaming subscriptions soar by 50% and video on-demand take-up extended to three in every five UK homes. In total, it’s estimated there are now over 40 million CTV viewers nationwide tuning in via multiple channels, platforms, and devices.
Such a blend of opportunity and chaos sparks mixed feelings. Along with eagerness to harness wide exposure and engagement, there is concern about the potential for advertisers to run campaigns they can’t effectively track. Fortunately, recent months have also brought leaps forward in versatile, holistic measurement that could help make TV more traceable.
The lingering measurement problem
Fragmentation is among TV’s longest-running challenges. As the space has evolved, numerous platforms have arisen to run the show, with viewers making personal primetime selections from endless content. In a bid to cut confusion and pave the way for further growth, much of the innovation focus so far has been fixed on providing consolidated access to…