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Addressable TV emerged as the fastest growing channel during the pandemic, with the number of homes increasing from 10 million to 22 million. This growth was driven by three factors: the increasing popularity of smart TVs, the growth in broadband connections, and the explosion of content on OTT platforms leading to increased daily usage and MAUs. The popularity of CTV was also highlighted with FIFA viewership reaching 11-12 million on CTV. Addressable TV offered clients the opportunity to complement linear TV plans with reduced spill-over, incremental reach, and targeting niche audiences. It was also effective for store launches and hyperlocal targeting. GroupM launched its geo-grid data platform, FCAP, to target CTV ads on specific geo-keys using census, bureau, geo-spatial, and point of interest data. The platform has over 70 clients using it. Addressable TV has also proliferated the TV landscape, especially in NCCS A and AB, with new audience cohorts such as Chord Switchers, Chord Shavers, and Chord Nevers.
