{"id":14478,"date":"2026-03-10T14:26:00","date_gmt":"2026-03-10T21:26:00","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=14478"},"modified":"2026-03-16T09:47:05","modified_gmt":"2026-03-16T16:47:05","slug":"ctv-spending-is-accelerating-and-advertiser-expectations-are-rising","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/ctv-spend","title":{"rendered":"CTV spending is accelerating \u2014 and advertiser expectations are rising."},"content":{"rendered":"<p><a class=\"button purple-btn\" href=\"https:\/\/premion.com\/2026-ctv-ott-advertiser-survey\/\/?utm_source=tegna&#038;utm_medium=socialpost-mar2026&#038;utm_campaign=apsurvey26-gen-dload&#038;utm_content=\" target=\"_blank\" rel=\"nofollow noopener\">Download the 2026 CTV\/OTT Advertiser Survey<\/a><br \/>\n&nbsp;<\/p>\n<p>As audiences continue to spend more total TV time with streaming, advertisers are following suit. According to the <a href=\"https:\/\/premion.com\/2026-ctv-ott-advertiser-survey\/\/?utm_source=tegna&amp;utm_medium=socialpost-mar2026&amp;utm_campaign=apsurvey26-gen-dload&amp;utm_content=\" target=\"_blank\" rel=\"noopener nofollow\">2026 CTV\/OTT Advertiser Survey<\/a> released by Advertiser Perceptions and Premion, seven in 10 advertisers plan to increase CTV\/OTT spend by an average of 17%, driven by CTV\u2019s ability to reach highly engaged audiences and combine TV\u2019s branding power with digital precision.<\/p>\n<p>The study showed that advertisers largely agree that a total TV solution, combining linear TV with streaming CTV, has a greater impact on:<\/p>\n<ul>\n<li>Reaching viewers across the full TV landscape (86%)<\/li>\n<li>Driving ROI (84%)<\/li>\n<li>Improving Ad Recall (83%)<\/li>\n<li>Increasing Brand Awareness (83%)<\/li>\n<li>Improving Full Funnel Performance (77%)<\/li>\n<\/ul>\n<p>Nearly nine in 10 also agree that CTV\/Streaming TV will continue to grow as a key channel for local and regional advertisers, and not just national brands. That\u2019s a clear signal that the opportunity isn\u2019t either\/or, it\u2019s additive. When the trusted reach of local broadcast works alongside the precision and attribution of streaming, brands gain stronger reach and measurable momentum across the funnel. That\u2019s the power of a TEGNA Total TV strategy \u2014 built for national, regional, and local advertisers alike.<\/p>\n<p>To explore the full survey findings, and what they mean for your market, <a href=\"https:\/\/premion.com\/2026-ctv-ott-advertiser-survey\/\/?utm_source=tegna&amp;utm_medium=socialpost-mar2026&amp;utm_campaign=apsurvey26-gen-dload&amp;utm_content=\" target=\"_blank\" rel=\"noopener nofollow\">take a look at the complete results here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nearly seven in 10 CTV advertisers (70%) plan to increase their CTV\/OTT spending by an average of 17% in 2026<\/p>\n","protected":false},"author":1,"featured_media":14482,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[295,203,96,86],"tags":[],"class_list":["post-14478","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-video","category-cross-platform","category-digital","category-ott","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/14478","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=14478"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/14478\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/14482"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=14478"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=14478"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=14478"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}