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30% of internet-capable TVs are not connected

Staff writer ▼ | September 10, 2015
According to research, about three in 10 internet-capable TVs are not actually connected to the internet, putting OTT and other services out of reach.
Internet TV
Technology   According to new research
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.


 

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