CTV Growing as an Ad Channel, But the Buying Needs Work

EMARKETER has released its Video Forecast and Trends report, and they expect programmatic direct deals to account for more than 80% of U.S. CTV Ad spending by 2028, as advertisers favor private deals over open exchanges. The catch: A single streaming service may offer more than 100 ways to buy its inventory. This complicates frequency control and makes it harder to see which shows carried an ad. Among media buyers, 86% say they would shift more money from linear TV to CTV if show-level transparency improved. This is going to become a larger issue as the advertiser base continues to broaden. The number of brands spending under $1 million on streaming ads grew 38% in 2025. (EMARKETER: November 2, 2026)

Fall Broadcast Season Off to an Encouraging Start

Broadcast TV has opened the fall with gains across several established shows and new entries. CBS averaged 4.4 million viewers during premiere week (Oct 4-10), up 9% from the same period last year. FOX’s season-to-date viewership was up 10%. New series built around familiar franchises are also finding audiences: Marshals (a Yellowstone spinoff) reached 8.21 million viewers, and NCIS New York outdrew last year’s premiere in the same time slot. Returning shows including Abbott Elementary on ABC, NBC’s One Chicago block, and Hell’s Kitchen (FOX) posted gains as well. The season is just getting underway, but these early results point to broadcast’s strength in creating a steady presence for viewers and bringing audiences back on a regular schedule. (The Wrap: October 22, 2026)

WNBA Finals Finish with a Ratings Record

In just their second season, the WNBA’s Golden State Valkyries beat the Atlanta Dream in the league’s first-ever Finals Game 7 and set a viewership record in the process. The matchup drew an average of 3.3 million viewers across USA Network, CNBC, and Peacock, making it the most-watched WNBA playoff game ever and the second-most-watched since the league’s inaugural weekend in 1997. The series offered reach beyond just one night, averaging 1.9 million viewers per game, up 26% from the previous Finals record set in 2024. Even the Thursday afternoon Game 6 drew 1.5 million viewers, proving that the league’s appeal extends even to Caitlin Clark-less games. (Front Office Sports: November 3, 2026)