Cross Screen Media, in conjunction with the Benchmark Company, surveyed industry players across agencies, brands, and networks to understand the current sentiment on market trajectory.
A recent eMarketer article cited Cross Screen Media’s State of the Screens Industry Pulse Survey H2 2021:
“According to a survey of more than 500 US ad industry professionals in H2 2021 by Cross Screen Media, 51% of buyers and 58% of sellers said they expected broadcast TV ad rates to increase in 2022 compared with 2021. Responses for CTV were much higher, with 79% of buyers and 78% of sellers expecting increases. For cable TV, 48% of buyers and 61% of sellers anticipated increases, far more than those who expected rates to stay the same or decrease.”