New Pixalate research reveals which U.S. states support the most programmatic TV advertising inventory.
Unsurprisingly, some of the most populous states, including California, Texas, Florida, and New York led the way in terms of raw available inventory. But when broken down on a per-resident basis, the numbers reveal some interesting trends.
This post also examines the relationship — if any — between unemployment levels and available inventory within each state.
Pixalate measured U.S. Connected TV/OTT programmatic ad impressions throughout 2017 for this study.
From January-October 2017, these are the 10 states that accounted for the largest share of all Connected TV/OTT programmatic TV ad impressions within the U.S.:
These top 10 states account for over half of all programmatic TV impressions — at 55.5%. These 10 states also account for more than half of the U.S. population, at 53.7%, according to the most recent U.S. Census data.
While the most populous states receive the most raw programmatic TV ad impressions, when broken down on a per-resident basis, we find a different story.
Here are all states in terms of programmatic TV ad impressions served per resident. The data presented has been indexed, with 100 being average.
This indexed data — the number of Connected TV/OTT programmatic TV ad impressions per resident by state — is also revealing when shown on a heat map of the entire United States:
A few takeaways from this map:
Pixalate also examined unemployment rates by state using the most recent data from the Bureau of Labor Statistics.
For this correlation study, we looked at the indexed value of an individual state’s unemployment rate and compared it to the indexed value of an individual state’s number of programmatic TV ads served per resident.
We wanted to see if higher levels of unemployment within certain states led to a higher number of programmatic TV ads being served to residents in those states.
When looking at the United States as a whole, there appears to be no uniform correlation between state unemployment levels and the number of programmatic TV ads served per resident.
However, some individual states did display high levels of positive correlation, including:
Here are two charts to help illustrate the correlation:
It’s important to reiterate that these trends appear to be localized only within specific states and to note that correlation does not equate to causation.
Additionally, some states saw strong negative correlation, including:
Want more data-driven insights? Sign up for our blog!
Disclaimer: The content of this blog reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”