Forty per cent of TV ad spending will be data-enabled in 2020, according to a study commissioned by Comcast’s Blockgraph initiative.

The survey of 150 advertisers and agencies was conducted by Advertiser Perceptions and found advertisers claimed 20 per cent of their TV spending was data-driven in 2018; it’s on course to be 29 per cent in 2019 and in 2020 its expected to reach 40 per cent.

Spending on data-driven advertising is growing at a 42 per cent three-year compound annual growth rate.

The results are in a white paper from Blockgraph, an initiative of Comcast’s FreeWheel targeted advertising unit.

“The findings confirmed that advertisers are eager to bring additional data to TV, similar to their use of data in digital media. Yet, there is also the recognition that TV is different,” said Jason Manningham, general manager, Blockgraph.

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