MediaRadar is expanding CTV coverage to provide a more comprehensive and structured view of the streaming ecosystem. This update will increase advertiser visibility, creative coverage, occurrence tracking, and sports league reporting — while also refining how CTV data is organized and labeled within the dataset.
What’s Changing?
Based on early estimates, this expansion will deliver:
35% more advertisers across CTV
2.5x more creatives for deeper creative visibility
12x more occurrences to improve insight into frequency, timing, and placement
Expanded sports league coverage including NFL, NCAA, NBA, F1, UFC, MLS, MLB, WNBA, and more.
This expansion also brings significantly broader local coverage nationwide, with additional apps including The Roku Channel and YouTube.
These enhancements are designed to provide a more complete and actionable view of CTV activity.
Rollout Timeline
Phase 1: March 5, 2026
We’ll introduce an updated CTV Media Group:
AVOD
Live Streaming Sports
This brings all streaming together under CTV in the dataset.
Important:
AVOD will move from the TV Media Group into CTV, enabling the TV Media Group to focus solely on linear activity. Please ensure your ingestion scripts are updated to recognize these new strings.
Example
Current Production
Post Phase 1 Release
This phase establishes the new CTV structure and prepares the dataset for expanded coverage in Phase 2.
Phase 2: Q2 2026 (Firm Date Coming Soon)
In Phase 2, we will significantly expand CTV coverage by adding:
More advertisers
More creative
More occurrences
Local visibility
We will also implement refinements to CTV-related nomenclature at this time.
These enhancements are designed to provide a more comprehensive view of the CTV landscape within your existing data delivery.
Updated Digital Media Nomenclature (Phase 2)
To create greater consistency across digital reporting, the following naming updates will occur:
Internet - Display will become Browser Display
Online Video will become Browser Video
Internet - Search will become Search
Example
Current Production
Post Phase 2 Release
AVOD Media Property Naming Refinement (Phase 2)
AVOD properties will include more specific identifiers to provide clearer context when viewed without a media category attached.
This refinement ensures that AVOD inventory is easily distinguishable across reporting environments.
Example
Current Production
Post Phase 2 Release
Will Methodology Change?
No. This update expands coverage and improves structure but does not change MediaRadar’s core methodology.
What Should Clients Expect?
Clients can expect:
A more structured CTV classification
A clearer separation between linear TV and CTV
Expanded advertiser and creative visibility
Significantly increased occurrence tracking
Broader sports league coverage
Improved naming consistency across digital media
What’s Next?
We will share additional Phase 2 details soon, including a data book outlining the changes and providing mapping guidance.
If you would like to review the updates together or discuss how they may impact your reporting or feed, please connect with your MediaRadar contact to schedule time.