Isba and Ebiquity: Total TV Drives 54% of Advertising Profit Despite Fragmentation

An Ebiquity analysis of more than £100 million of UK TV investment, conducted with advertiser body Isba, found that 'total TV' — linear, BVOD, SVOD, CTV and YouTube combined — drives 54% of media-driven advertising profit. That matches the headline finding of Thinkbox's 2024 Profit Ability 2 study, which defined TV narrowly as linear and BVOD only.