‘The Efficiency Curve’: Finding the Optimal Balance Between CTV and Linear TV Investments

New data identifies the tipping point for optimizing television impressions across linear and CTV to achieve balanced frequency and drive higher ROI.

MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--LG Ad Solutions, a global leader in connected TV and cross-screen advertising, today announced findings from a pivotal study titled ‘The Efficiency Curve.’ Conducted in partnership with iSpot, a cross-platform TV measurement company, the study demonstrates how optimizing media investments across Linear TV and Connected TV (CTV) can minimize waste and drive superior campaign outcomes, including improved reach and frequency.

The study reveals that most brands can achieve significant efficiencies by reallocating just 6.3% of their total TV impressions from linear to CTV, resulting in more balanced frequency, broader reach, and significantly higher conversion rates. Top-performing brands, however, have already embraced this shift, allocating an average of 23.7% of their TV impressions to CTV compared to 17.4% for other brands. This demonstrates how a more substantial investment in CTV can further amplify campaign outcomes by optimizing key performance metrics.

The findings come amid broader trends in the TV landscape, where Linear TV continues to dominate ad spending at 67.5% of total TV ad budgets, despite viewers spending only 54.2% of their total TV time on the platform (eMarketer). Meanwhile, CTV accounts for 32.5% of ad spending but captures 45.8% of total TV viewing time, underscoring its growing importance and untapped potential in reaching audiences more efficiently.

“Modern marketers and media planners need to make every invested dollar work harder, now more than ever before,” said Tony Marlow, CMO at LG Ad Solutions. “This study underscores the need for precision in media planning—finding the optimal efficiency point where CTV and linear TV work in harmony to deliver maximum performance while minimizing ad exposure wastage. The findings suggest that many brands may be over-invested in cable and broadcast, leaving room for CTV to drive incremental reach, deeper engagement and stronger outcomes for advertisers focused on results.”

To help marketers act on these insights, LG Ad Solutions and iSpot have expanded their partnership to deliver enhanced measurement and reporting capabilities. These include:

• Third-party validation of reach and frequency.

• Mid-flight performance insights to optimize campaigns in real-time.

• Detailed sub-category analysis for granular strategy adjustments.

• Localized measurement solutions for precision at every campaign level.

“As the TV landscape evolves toward streaming, this study demonstrates the significant impact of reallocating impressions strategically,” said David Coletti, SVP of Research and Insights at iSpot. “This research underscores how our partnership with LG Ad Solutions equips advertisers with actionable insights and advanced tools to drive performance in this transformative era of television.”

For more information on LG Ad Solutions and to download the full report, visit here.

About LG Ad Solutions
LG Ad Solutions is a global leader in connected TV and cross-screen advertising, driven by our mission to create meaningful connections between brands and their audiences. With a vast network of award-winning LG Smart TVs worldwide, we offer advertisers and content creators unparalleled scale, reach, and personalized precision on the largest screen in the home.

About iSpot.tv
iSpot.tv is a cross-platform TV measurement company trusted by brands, networks and agencies to deliver fast, accurate and actionable information the marketplace can use to transact. Its real-time, always-on platform measures all phases of the TV advertising lifecycle from creative testing to audience verification, to business outcomes and brand impact, empowering brands to justify, optimize and invest with confidence.