MediaRadar is expanding CTV coverage to provide a more comprehensive and structured view of the streaming ecosystem.
Earlier updates increased advertiser visibility, creative coverage, occurrence tracking, app coverage, and local reporting while refining how CTV data is organized and labeled.
Now, we're expanding AVOD reporting even further with faster preliminary spend data and new impression metrics.
New: Faster AVOD Spend and Impressions
MediaRadar is making AVOD insights available faster and adding impressions as a new reporting metric.
Preliminary AVOD spend and impressions are available approximately two days after capture, giving you a more timely view of advertiser activity and exposure without waiting for final monthly data.
Faster Spend: Access preliminary AVOD expenditure estimates approximately two days after capture.
New Impressions: Analyze estimated AVOD impressions alongside spend for greater insight into advertising exposure.
Daily Updates: Preliminary estimates update as additional activity is captured throughout the month.
Final Data: Preliminary spend and impressions are replaced by final estimates approximately 3–4 weeks after month close.
Using Preliminary Data
Preliminary AVOD spend and impressions provide an early, directional view of activity. They use the same core methodology that powers final data, but are produced sooner and continue to update as additional activity is captured.
When Final Data Only is selected in 360, reporting is limited to finalized data. When this option is not selected, available preliminary data can be included, providing a more current view of AVOD activity.
Historical AVOD impressions are also available back to the date MediaRadar began capturing each individual AVOD property. Because collection start dates vary by property, the amount of historical impression data available may vary.
Reporting on AVOD Impressions
Where impression measures are available in 360, select Impressions as your reporting measure to include AVOD impression data.
Impressions can be accessed across multiple 360 workflows, including Watch, Explore, Advertiser & Category Reviews, Focus AI, and Activity Calendars.
What’s Changing?
A Q1 2026 data analysis revealed:
60% more advertisers across CTV
2.5x more creatives, enabling deeper creative analysis
12x more occurrences, improving visibility into frequency and placement Comment end
This expansion also brings significantly broader local coverage nationwide, with additional apps including The Roku Channel and YouTube.
Combined with faster AVOD spend and new impression metrics, these enhancements provide a more complete and timely view of CTV activity.
Rollout Timeline
May 5 Release
Significant expansion of CTV advertiser, creative, and occurrence coverage
AVOD app expansion: The Roku Channel and YouTube
Naming nomenclature refinements
Digital media
AVOD
May 20th Release
Adding local market AVOD visibility enhancements
For more information, please see our article on Observed Markets.
The result? A more powerful, more comprehensive view of the CTV landscape — all within 360.
September 23 Release
Preliminary AVOD spend available approximately two days after capture
New AVOD impressions available as both preliminary and final data
Historical AVOD impressions available based on each property's coverage start date
The result? A more powerful, comprehensive, and timely view of the CTV landscape all within 360.
Updated Digital Media Nomenclature (May 5)
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 (May 5)
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?
The core methodology used to calculate final AVOD expenditures has not changed.
The September update introduces faster, preliminary expenditure estimates and adds impressions as a new AVOD reporting metric.
Preliminary spend and impressions provide an early, directional view of activity and are refined as additional data becomes available before being replaced by final estimates.
Will Historic Data Be Added to CTV?
The CTV data will include data from January 1, 2026 forward.
What Should Clients Expect?
Clients can expect:
Expanded advertiser and creative visibility
Significantly increased occurrence tracking
Deeper local and more expanded app coverage
Improved naming consistency across digital media
Faster access to preliminary AVOD spend
New preliminary and final AVOD impression metrics
Historical AVOD impression data based on property coverage
Clients who already have access to CTV AVOD automatically receive the faster spend and new impression metrics. There is no separate purchase required.
What’s Next?
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.