Connected TV Advertising Rates Rose During Festive Season
Advertisers face higher costs for reaching the 60 million households now using connected television platforms.
Updated on Oct. 12, 2026 in Spending
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Connected TV advertising costs have surged by up to 30% for premium placements as the industry experiences a significant spike in viewership. This shift reflects a broader migration of marketing budgets from traditional media to digital streaming services during the 2026 festive period.
Why it matters
The price hike is driven by high demand for limited premium inventory as advertisers pursue a larger and more measurable audience. This change fundamentally alters how companies allocate their marketing budgets for household reach, moving away from traditional television.
Connected TV ad rates for premium home page placements have climbed up to 30%, while the cost per thousand impressions rose 20% compared to the pre-festive period. This expansion serves a growing audience of 60 million viewers, with each impression reaching an average of 2.5 people.
The players
Media Partners Asia
An industry consultancy that produces research and projections regarding media market evolution and advertising revenue trends.
The details
Brands are locking in premium placements early, triggering price increases as the available inventory fails to keep pace with festive demand. Advertisers are actively shifting capital from traditional television and digital video into Connected TV to leverage superior targeting and reach, particularly as rural viewership has jumped 110% year on year. As penetration grows, these digital placements have become a primary vehicle for brands seeking both broad scale and specific household data.
Timeline
2022: Viewership reached one-third of current levels.
2025: Connected TV penetration grew 85%.
2026: Festive season price increases took effect.
Money Landscape
This trend marks a dramatic acceleration of the migration of advertising spend from traditional broadcast television to digital video. The shift reflects a growing reality where digital streaming platforms capture a larger share of the total Asia Pacific advertising market.
Rising advertising costs can influence the marketing strategies of companies, potentially impacting the price or promotional offers available for household goods. Consumers should review their spending habits and confirm that brand promotions remain competitive as firms adjust to these shifting costs.
The takeaway
The move toward connected television advertising signals a permanent change in how brands reach households during peak shopping periods. Watch for potential changes in how promotional discounts are delivered as companies balance these higher advertising costs against the need to move inventory.
Further reading
For more information on how market trends affect consumer expenses, visit our Spending section.
Source note: This article includes information reported by Storyboard18.
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Is now a good time for brands to increase their spending on connected television advertising?
