Competitive Info: CTV Or Radio? Why Not Both?

Connected TV (CTV) continues to attract advertising dollars at a pace few media sectors can match. While traditional television advertising has struggled with audience fragmentation, CTV has become one of the fastest-growing segments of the video marketplace, fueled by viewers watching streaming services through internet-connected smart TVs and streaming devices such as Roku, Amazon Fire TV and Apple TV.

Unlike traditional broadcast or cable television, CTV delivers commercials only through streaming apps, allowing advertisers to target audiences based on demographics, geography and viewing behavior. That combination of television-quality video and digital-style targeting has made the platform attractive to national brands.

Industry forecasts suggest the momentum will continue. Emarketer projects U.S. CTV advertising spending will approach $38 billion this year, representing roughly 14% to 15% annual growth. The Interactive Advertising Bureau forecasts CTV will be among the fastest-growing major advertising categories in 2026, while research firm Omdia expects the global CTV advertising market to nearly double by 2030, reaching $81 billion.

But radio continues to offer several competitive advantages that CTV can’t easily duplicate, including its ability to reach consumers throughout the day, particularly when they’re away from home. Radio accompanies consumers during morning and afternoon commutes, at work, while shopping, exercising and running errands. Those listening occasions create advertising opportunities that streaming television simply can’t match.

As advertisers focus on measurable business outcomes rather than simple audience reach, CTV is proving its value through sophisticated targeting and attribution. But radio’s combination of broad weekly reach, daily listening habits, local connection, affordability and ability to reach consumers beyond the living room continues to make it a highly competitive advertising medium.