CTV's Data Gap Holding Back Bigger Ad Budgets, New Gracenote Research Finds

Study: Data and Measurement Problems Reduce CTV Ad Budgets

86% of media planners would move more of their linear TV budgets to CTV if they had show-level targeting and reporting, according to Gracenote

Gracenote: CTV budgets would improve with stronger show-level data

(Graphic by The Desk) Connected television (CTV) platforms could draw more advertising dollars from traditional linear television channels and networks if media buyers had stronger access to show-level targeting and reporting signals. That is the key takeaway from a new report released by Nielsen’s content metadata unit Gracenote this week, which found found 86 percent of U.S. media planners would shift more linear TV budget to connected TV if s…

CTV's Data Gap Holding Back Bigger Ad Budgets, New Gracenote Research Finds

86% of media planners would move more linear TV budget to CTV if they had show-level targeting and reporting — and 65% would also shift dollars from programmatic video, 63% from display NEW YORK, May 14, 2026 /PRNewswire/ -- Gracenote, the content intelligence business unit of Nielsen, today released a new report ahead of upfronts, "TV Audiences Have Shifted. Ad Dollars Have Not: The Need for Content Intelligence in the CTV Era." The findings re…

Study: Data & Measurement Problems Reduce CTV Ad Budgets

86% of media planners would move more of their linear TV budgets to CTV if they had show-level targeting and reporting, according to Gracenote

CTV Data Gap Research Finds Budget Barriers

Gracenote, the content intelligence business unit of Nielsen, releases a new report, ‘TV Audiences Have Shifted. Ad Dollars Have Not: The Need for Content Intelligence in the CTV Era.’ The findings reveal that 86% of U.S. media planners would move more linear budget to CTV if show-level targeting and reporting were available. The reallocation would […] The post CTV could siphon spend from programmatic and display if content signals improve, Grac…

86% of media planners favour shift to CTV with show-level transparency

New Delhi: Connected TV (CTV) continues to see growing interest from advertisers, but budget allocation is increasingly being shaped by the availability of granular content-level data and transparency across platforms. Gracenote, the content intelligence business unit of Nielsen, has released a report titled “TV Audiences Have Shifted. Ad Dollars Have Not: The Need for Content Intelligence in the CTV Era”, highlighting limitations in show-level …