CTV data gap slows ad spend, report

Gracenote has released a report examining how content intelligence could influence advertising investment in connected TV (CTV), with findings showing strong demand for show-level targeting and reporting capabilities among US media buyers.

The report, titled TV Audiences Have Shifted. Ad Dollars Have Not: The Need for Content Intelligence in the CTV Era, found that 86 percent of US media planners would move more linear television budget into CTV if detailed programme-level targeting and reporting were available.

Buyers consider shifting digital spend into CTV

The research suggests that improved content transparency could also attract budget from digital advertising channels. According to the report, 65 percent of respondents said they would consider reallocating spend from programmatic video, while 63 percent would shift investment from display advertising.

Gracenote described the issue as the “CTV Data Gap”, referring to the lack of standardised programming data linked to ad impressions in connected TV environments. The company said this limits advertiser confidence across campaign planning, targeting and performance measurement.

Ryan Moore, Chief Business Officer, Gracenote: “Buyers aren’t asking for more complexity — they’re asking for the same transparency they’ve relied on for decades in linear TV. Bringing show-level visibility to CTV gives the channel a clearer path to bigger budgets, not just from linear but across the digital video ecosystem. When buyers have the insight to validate placement quality and prove impact, CTV becomes more accountable and competitive.”

Content Graph aims to address data gap

Gracenote said its Content Graph platform provides advertisers with metadata linked to CTV inventory, including information such as genre, rating, language and programme identifiers.

The company said the system is designed to support more precise targeting, improve brand safety controls and provide more detailed post-campaign reporting.

Dos Equis campaign cited as example

The report highlighted a campaign for Dos Equis run in the first quarter of 2026 by dentsu X through Index Exchange. Using Gracenote’s CTV content intelligence tools, the campaign targeted college football audiences.

According to Gracenote, 100 percent of impressions appeared within targeted college football programming, with 84 percent delivered during live College Football Playoff games. The campaign also recorded CPMs 7 percent below benchmark levels.

Media planners expect continued CTV growth

Additional findings from the study showed that 89 percent of media planners expect budgets to continue shifting from linear TV to CTV over the next 12 to 24 months.

The survey also found that all programmatic traders questioned considered show-level transparency either very or extremely important for maintaining brand safety and inventory quality. Meanwhile, 95 percent said the lack of show-level data limits their ability to advocate for increased CTV investment.

The research was conducted online between 5 and 23 March 2026 among 500 US media professionals, including media planners, strategists, linear TV buyers and programmatic traders.

The full report can be accessed here

www.gracenote.com

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