Linear TV audience activity has declined in the first three months of 2021 and advertising impressions have been eroded, according to data from smart TV devices from viewership data company Samba TV.

Why it matters

Although linear TV takes a larger share of video consumption than online formats, its lead is declining as audiences consume content elsewhere. While WARC's latest data suggest linear TV advertising budgets are increasing following deep cuts last year, any long-term shift in audiences is likely to further redirect investment towards digital channels.

Takeaways

• All four countries saw reach and consumption decline in Q1 2021, with...