WPP Media, Trade Desk report: rural India CTV viewers hit 70 million, doubled in a year
Seventy million rural viewers now watch connected TV in India, twice the audience of a year ago, according to new research from WPP Media and The Trade Desk. Each CTV impression reaches an average of 2.5 viewers, compared with mobile viewing, where 72% of sessions happen alone. Ad response is high across the format: 83% of CTV viewers search for more information after seeing an ad, a figure that climbs to 89% among premium CTV audiences.
Media plans built only around metro CTV inventory miss the fastest-growing viewing segment in the country: rural India, where each CTV impression reaches 2.5 viewers in the same household. High ad receptivity, with 83% of CTV viewers and 89% of premium CTV viewers searching for more information after exposure, gives planners grounds to measure CTV performance against search and site-visit activity alongside completion rates.