Kumar said advertisers also need to recognise that CTV, despite being consumed on a large screen, has multiple utilities
Industry Trend
CTV Advertising Trends in India
The rise of Connected TV (CTV) in India is reshaping the advertising landscape, with a significant increase in audience reach and a shift in viewing habits. As rural viewership doubles, industry leaders emphasize the need for new metrics that focus on business outcomes rather than traditional media metrics.
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CTV Audience Growth
We need to look beyond media metrics to business outcomes: Prasanth Kumar, WPP M...
Key Insights
5 Insights
CTV Audience Growth
India's CTV audience has reached 207 million, indicating a significant growth in digital viewership.
Rural Viewing Surge
Rural viewing has doubled, reshaping the dynamics of TV advertising in India.
Shift in Advertising Metrics
There is a growing need to focus on business outcomes rather than traditional media metrics.
Untapped CTV Ad Inventory
FAST has emerged as the largest untapped CTV ad inventory in India, presenting new opportunities for advertisers.
Unified TV Measurement Importance
The expansion of CTV reach raises the stakes for developing unified TV measurement strategies.
Frequently Asked Questions
5 Q&A
The CTV audience in India has reached 207 million.
Rural viewing has doubled, significantly impacting TV advertising strategies.
FAST refers to the largest untapped CTV ad inventory in India, offering new advertising opportunities.
There is a need to focus on business outcomes rather than just media metrics to measure advertising effectiveness.
Unified TV measurement aims to provide a comprehensive view of audience engagement across different platforms.
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We need to look beyond media metrics to business outcomes: Prasanth Kumar, WPP Media
CTV’s 207 million reach raises the stakes for unified TV measurement
The report identifies household-level identity as one of the key building blocks for the next phase of CTV planning
FAST emerges as India’s largest untapped CTV ad inventory: WPP Media-The Trade Desk
The report, The Connected TV Era: India’s New Prime Time, finds that one-third of CTV viewers are already aware of FAST, while one in five is watching it
India’s CTV audience hits 207 million as rural viewing doubles, reshaping TV advertising
FAST viewers also spend more time on CTV overall, averaging 3.4 hours a day compared with 2.9 hours across the entire CTV audience
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AI-assisted summary, reviewed by our newsroom
The rise of Connected TV (CTV) in India is reshaping the advertising landscape, with a significant increase in audience reach and a shift in viewing habits. As rural viewership doubles, industry leaders emphasize the need for new metrics that focus on business outcomes rather than traditional media metrics.
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