30% of internet-capable TVs are not connected
The NPD Group reported that as of Q2 2015, 46 million US households had a connected TV. But just 69% of those television sets were hooked up to the internet.
That figure has risen significantly since 2013, when fewer than half of all internet-capable TV sets were also internet-connected. But it still leaves millions of connected TV sets being used exclusively for plain-vanilla traditional TV viewing—and thus unreachable by digital video ads.
Research from the Association of National Advertisers (ANA) and BrightLine found that 71% of client-side marketers were funding connected-TV or OTT video ads from traditional TV budgets.
Still, there’s little danger old-fashioned commercials will disappear as TV spend is sucked into ads to support digital video content served to living-room sets.
According to the ANA and BrightLine, nearly half of the advertisers they surveyed had moved less than 1% of TV budgets to OTT video. ■