CTV has overtaken cable and broadcast in U.S. viewing, giving advertisers—especially smaller brands—a cost-efficient, full-funnel channel they can no longer afford to ignore.
Television viewing in the U.S. has reached a turning point. In May 2025, streaming officially surpassed both cable and broadcast combined, with connected TV (CTV) capturing 44.8% of all TV viewing. Whether this lead will hold through the NFL season, the NHL playoffs and the fall broadcast lineup is uncertain—but the momentum is undeniable. CTV has moved from an emerging channel to a mainstream force, and advertisers can no longer afford to sit on the sidelines.
For small and mid-sized agencies—and the local businesses they represent—this moment is particularly significant. CTV delivers national-scale reach, but on budgets that are often more manageable than traditional television. Combined with advances in targeting and measurement, it has become one of the few channels that can truly deliver both brand impact and performance outcomes.
Big Reach Without Big Budgets
CTV is already one of the fastest-growing advertising channels, yet it remains underused by many smaller brands. Roughly 67 million U.S. households are now reachable through CTV campaigns.
What makes the medium even more compelling is its cost efficiency: advertisers don’t need a primetime network budget to appear on the biggest screen in the house.
The Size of the Impact Matches the Size of the Screen
CTV ads are powerful because they command attention. They run full screen, with strong audio and visuals, in an environment where viewers are more relaxed and engaged.
This “lean back” experience increases the likelihood of recall and response, giving advertisers the emotional punch of TV combined with the accountability of digital.
Strategy Matters More Than Mix
One of the most common questions advertisers ask is: “What’s the right balance between linear TV and CTV?” The answer isn’t one-size-fits-all. It depends on the audience you’re trying to reach, the goals you set, the vertical and geographic factors such as streaming adoption in specific ZIP codes or DMAs.
All of those variables have historically made planning tough, but the ability to pivot in a digital landscape makes perfection in planning obsolete.
Household graphing and device-level attribution technologies give us the ability to continuously reduce waste while a campaign is live. Visibility into reporting at the household level while the campaign is running gives peace of mind that our strategy is working. That flexibility simply doesn’t exist in traditional television buying.
By combining set-top box data with CTV viewership, duplication can be reduced to as little as 1–3%. With the right strategy, advertisers can control frequency, minimize waste and still scale campaigns effectively.
More Than Just Awareness
CTV is undeniably an awareness builder— but that’s not all. We can demonstrate and optimize better with modern attribution technologies. Advertisers can measure effectiveness with any of your branding metrics, “view-through” web visits and conversions, store visitation and even purchases.
In short, CTV has become a full-funnel tool capable of driving outcomes from initial exposure through to measurable sales.
It’s Time to Start Building Momentum
If you let it, perfection can be the enemy of good. Every new medium brings challenges, and CTV is no exception. Privacy regulations, evolving measurement tools and platform fragmentation create unknowns.
But the opportunity cost of waiting is growing. U.S. CTV ad spend is projected to reach $26.6 billion in 2025, a 13% increase from last year. Inventory is expanding, premium content libraries are multiplying and analytics capabilities are improving at a rapid pace.
The bottom line: CTV isn’t a “someday” channel—it’s today’s must-buy. Brands that embrace it now gain reach, accountability and agility, all at a price that scales. The smart move isn’t to hesitate. It’s to lean in and start building momentum while the opportunity is still wide open.