JamLoop survey shows live event CTV winning upfront budgets
A survey conducted by CTV advertising platform JamLoop found a shift in marketing budget allocation towards premium live event CTV. The survey of 120 brand and agency marketing leaders indicated an increased focus on the performance capabilities and measurable outcomes of live event CTV advertising.
Key Takeaways
- JamLoop surveyed 120 brand and agency marketing leaders for the report.
- The survey points to a shift in budget allocation toward premium live event CTV.
- Respondents are placing more emphasis on accountability and measurable results in live event CTV.
- Jeff Fagel of JamLoop discussed the findings in a Q&A tied to the survey.
Why It Matters
The immediate signal is that premium live event CTV is being evaluated more like a performance channel, with marketers emphasizing measurable outcomes and accountability. That matters because it changes how budgets are justified inside brand and agency teams, especially for upfront planning. In the broader streaming ad stack, JamLoop’s findings suggest live event inventory is gaining a clearer performance narrative rather than remaining only premium brand reach. The key number to watch next is whether future JamLoop surveys show the same pattern beyond this sample of 120 leaders.
Read full article at streamingmedia.com