Total TV Drives 54% of Advertising Profit Despite Fragmentation

An Ebiquity/ISBA study of over £100m of UK TV investment found that "total TV" (linear, BVOD, SVOD, CTV and YouTube) drove the same 54% of advertising profit as Thinkbox's Profit Ability 2, with profit "structurally stable" as the ecosystem fragments. Linear delivered 57% of TV-generated profit, BVOD 21% from 15% of impressions, while CTV recorded just 2% of impressions. Ebiquity UK & Ireland MD Michelle Morgado: "Profit follows the TV viewing experience, not the buying route."