Global Ad Trends: The rising cost of incremental reach

This report summarises the latest research from WARC Media, with a focus on the rising cost of incremental reach.
  • Key findings include: Linear TV represented 37.9% of daily media consumption in North America; by 2022, that percentage is forecast to drop to 24.5%.
  • In the US, TV CPMs are forecast to reach $73.14 in 2022, an increase of 40.0% on pre-COVID levels in 2019.
  • Channels like BVOD provide an alternative source of incremental reach; however, OTT ad costs are rising, too.
  • Attention research suggests that not all incremental reach is equally effective; channels with higher CPMs may deliver better-quality attention....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands