https://www.emarketer.com/content/ad-reallocation-from-linear-tv-to-ctv
Reallocation from linear TV is the No. 1 source for funding CTV ad spend increase
Jun 20, 2024 - 4 in 10 US agency and marketing professionals have reallocated ad dollars from linear TV to spend on connected TV (CTV), according to March 2024 data by...
reallocationlineartvsource
https://research.mountain.com/trends/u-s-ctv-ad-spend-will-surpass-linear-tv-in-2028/
U.S. CTV Ad Spend Will Surpass Linear TV in 2028 - MNTN Research
Nov 11, 2025 - By the end of 2025, the balance of power between TV ad channels will have shifted across nearly every major metric. The result? CTV will grow from an emerging...
ctv ad spendulinear
https://www.statista.com/statistics/1048897/connected-tv-ad-spend-usa/?__sso_cookie_checker=failed
CTV ad spend in the U.S. 2028| Statista
Nov 19, 2025 - In 2025, connected TV (CTV) ad spending was projected to add up to 33.4 billion U.S. dollars.
ctv ad spendustatista
https://articles.myntagency.com/incremental-lift-tests-for-ctv-and-streaming/
Designing Incremental Lift Tests To Validate CTV Ad Spend
ctv ad spendincremental lift