TVSquared’s Global Converged TV Study Reveals Need to Move Beyond Old Approaches to Reach Total TV Audience


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Report Examines Converged TV Adoption and Trends in Australia

SYDNEY and EDINBURGH, Scotland – (BUSINESS WIRE) – TVSquared, the global leader in the measurement and attribution of converged TV ads, today released “The State of Converged TV: An Overview of Trends and global adoption, ”in collaboration with third-party research firms, Dynata and Advertiser Perceptions. As the first global view on converged television, the report presents information from a survey of nearly 1,000 buyers across Australia, the UK, Germany and the US.

The report’s findings support an increasingly global sense of breaking free from rigid legacy approaches that no longer meet the needs of modern marketers, and toward currencies and practices that support a multiplatform TV ecosystem. In Australia, 91% of respondents agree that “TV” is now defined as linear and streaming platforms, and 88% agree that TV should be sold on impressions.

To fully harness the power of converged television, key highlights from the Australian survey support the need to move beyond legacy models and move towards a more transparent and flexible converged television market:

  • 56% of respondents cited ‘transparency of metrics’ as a ‘very important’ factor for investing in converged TV, followed by ‘ability to optimize performance through TV purchases’ (47%) and “The ability to measure incremental reach beyond linear” (46%).

  • While 85% indicated that multiplatform TV measurement and attribution is a top priority for adopting converged TV strategies; 49% said its accuracy was also a major challenge.

  • 94% of respondents agree that television needs to be more flexible and easier to handle in linear and streaming.

As the adoption of CTV steadily increases, television investment and planning will become more diversified. TVSquared’s survey revealed what the emerging convergent TV strategies look like in Australia today:

  • 40% of Australian respondents currently allocate between 16% and 25% of their total TV budget to CTV.

  • 40% also currently advertise on three to five platforms, with 26% indicating they will advertise on six or more in 2022.

  • The top three data sources used by Australian marketers to inform converged TV campaigns are online data for attribution (58%), first-party customer data (39%), and offline data for attribution. (35%).

  • The top three KPIs for Converged TV were Reach Optimization (45%), Brand Awareness / Max Exposure (44%), and Incremental Audience Reach (42%).

“With viewers scattered across multiple platforms and screens, television has been redefined to encompass both linear and streaming,” said Calum Smeaton, CEO of TVSquared. “There is a common passion, across the industry, to support converging television strategies with measurement innovation and more flexible and transparent practices that allow advertisers to reach their total television audience. ”

The report also analyzed billions of ad impressions across 20 active converged TV campaigns on TVSquared’s ADvantage platform to uncover insights into incremental reach and best approach to converged TV strategies.

Download a copy of “The State of Converged TV: A Look at Global Trends & Adoption. ”

About TVSquared

TVSquared is the world’s largest independent measurement and attribution platform for converged television. Our infinitely scalable ADvantage platform measures the efficiency of linear, addressable and OTT / CTV technologies. We provide ongoing information to thousands of advertisers in over 75 countries, including reach and frequency, unique reach, results and audience. Integrated with premium publishers, DSPs, and identity and audience partners, our platform processes billions of ad impressions, connecting audience and ad occurrence data at scale. We deliver the richest picture of TV commercial measurement and attribution, including 150 million households worldwide and over 65 CTV platforms. Recognized by the entire television ecosystem as a unique source of truth, TVSquared measures the way people watch it, on all platforms and on all screens. For more information, visit


Megan Garnett Coyle


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Source: TVSquared

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