Be Prepared for Q3 with LWD’s Marketplace Conditions Report

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Believe it or not, we’re already halfway through 2024! We’re sharing everything you need to know from our comprehensive Q3 Marketplace Conditions Report, where we reviewed trends across Total TV to help inform your media strategies. 

  • • Linear captures 51% of Total TV viewership, with usage increasing MoM from sports coverage as well as the highly anticipated Summer Olympics.* 
  • • Streaming growth continues to mature with 14 of the top media companies having now achieved 1.0% or greater share of Total TV viewing. Disney leads the way with 11.5%.†
  • • Based on current trends and previous Summer Olympics viewership, NBC & Peacock will draw increased viewers with ~9 hours coverage each day (July 26 – August 11).‡
  • • Traditional media still maintains largest share of political ad dollars (72%), with significant growth in Streaming spend YoY (+506.3%).§ 
  • • Local Linear TV will continue to maintain and draw viewership for live sports, especially from local fan bases for MLB, NFL and College Football.
  • • Streaming viewership growth has stabilized, now averaging 37% of total TV usage; CPMs continue to decline QoQ providing opportunities to efficiently supplement Linear TV.† 
  • • Competition for live sports content intensifies as streaming services look to attract and retain new subscribers – like Amazon Prime pursuing NBA rights for the 2025/2026 season and Netflix acquiring rights to WWE RAW.||  
  • • Partnerships like Venu Sports (Disney, Fox & Warner Bros. Discovery bundle) and Comcast’s Peacock, Netflix and AppleTV+ streaming bundle is reducing fragmentation for advertisers and is appealing to consumers with extra cost savings.||  

Get the edge you need with insider insights as we dive into an action-packed second half of the year by subscribing to the full report below!


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Sources:
* The Nielsen Company, The Gauge April 2024
† Nielsen, April 2024, Shares based on Total Day and Persons 2+ viewing minutes to all media distributor national subsidiaries
‡ Nielsen NNTV Ad Supported Cable & Broadcast
§ eMarketer, US Political Ad Spending Forecast 2024
|| eMarketer February 2024, AVOD viewers by Provider

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