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    Connected TV

    74.2% of Americans Use Another Device While Watching TV

    Your destination for the latest CTV stats, trends, and insights.

    74.2% of Americans Use Another Device While Watching TV

    2 Min Read

    When it comes to advertising channels, new research has revealed that television is one of the most important influencers of consumers. A recent survey from The TVB found 49% of respondents believe TV was more important for awareness than all other media platforms combined. In fact, the report found that 90% of online shoppers said that TV ads influenced their search selections. This is likely caused by the cross-device behavior of TV viewers—according to a report from eMarketer, 74.2% of US adults will use an internet-connected device while watching TV at least once a month in 2022. 

    So it’s no wonder that advertisers are investing more into television advertising this year. The same eMarketer report found that of the $345.99 billion that is expected to be spent by advertisers on media this year, around $144.55 billion will be spent on both linear TV and Connected TV (about 42% of total ad spending). Ultimately, as the advertising industry becomes increasingly fragmented and complex, it looks like TV is one of the channels that best captures the attention of consumers and leads them to convert. 

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