Wurl CTV Report Backs Scene-Level Ads on FAST News Channels
Wurl data shows 8.6% of FAST viewing hours are news and 35.7% of scenes are brand safe under scene-level targeting.
Wurl's CTV Trends Report finds that broad genre and channel exclusions cause advertisers to miss FAST news audiences. The report states that scene-level contextual targeting evaluates content immediately before ad breaks.
Viewing Share and Audience Concentration
News accounts for 8.6% of all FAST viewing hours according to the report. Devices that spend more than 90% of time on news represent 7.4% of viewing hours across all FAST genres. A segment of 6.4% of devices drives over 80% of total news consumption.
Brand Safety Findings
The report classifies 35.7% of analyzed news scenes as fully brand safe across IAB-aligned categories. Most brand safety flags come from death/harm, violence, and war/conflict categories. Red-leaning content shows higher war/conflict and derogatory themes while blue-leaning content shows more violence and death/harm flags.
Targeting Approach
Wurl states that scene-level analysis allows evaluation of the actual moment before an ad break rather than entire programs or channels. The CTV Trends Report: Rethinking Brand Safety and Audience Behavior on News Channels is available according to Demand Gen Report. The findings appear in coverage from Demand Gen Report.
