DALLAS—In the run-up to the 2022 NAB Show next week, Parks Associates has published new data on TV sales that shows 56% of U.S. homes own a smart TV and that Sony increased its share of TV purchases. 

The Parks Associates Consumer Insights Dashboard tracks adoption, purchases, and demand across most common consumer electronics products based on quarterly surveys of 10,000 U.S. internet households. 

The firm’s Consumer Electronics Dashboard, published biannually, reveals that out of the top five brands, Sony showed clear growth among smart TVs purchased or received in previous six months, compared to 2020, which pushed this brand past Vizio and into the top three for reported purchases in Q3 2021.

“Samsung continues to lead smart TV adoption, and it currently comprises over one-fourth of all consumers’ primary smart TVs in the US,” said Paul Erickson, director, research, Parks Associates. “While smart-TV adoption is at all-time highs, there may be short-term saturation and conservatism in effect while consumer smart-TV purchasing settles following dramatic increases in 2020. Sony still managed to grow in purchasing - despite downturns for the traditional top three brands - which may be related to its first-mover release of new Google TV Bravia models over 2021.”  

The survey also reported that 73% own a home network router, 39% own a gaming console, and 57% own a desktop computer  

Smart TVs, along with smart speakers/displays and desktop PCs, experienced growth during the pandemic due to an increase in consumers’ perceived value of these devices, Parks said.  Smart TVs and smart speakers/displays have also shown durability in sustaining growth and are expected to maintain elevated adoption in years to come, Parks said. 

“This is notable given that the aggregate trend across categories has been a very gradual decline in overall usage since 2017,” Erickson said. “Smart TVs have become the most-important media centerpiece for the home, and their prominence offers the industry numerous integration opportunities for smart home and connected health ecosystems.”  

Parks Associates is attending the 2022 NAB Show next week and will host the Future of Video session “OTT Churn: Marketing and Retention Strategies” on May 5. 

NEW YORK & SAN FRANCISCO—MadHive, an advanced TV advertising solutions company, is partnering with Inscape, a provider of smart TV viewing data, to integrate Inscape’s glass level TV viewing data from more than 11 million smart TVs into MadHive’s proprietary AI advertising platform. The partnership is designed to offer broadcast networks the ability to sell linear advertising alongside-data enriched OTT inventory, as well as allow customers to plan, target, measure and optimize cross-platform linear and OTT campaigns in real-time.

MadHive says it currently provides linear to OTT reach extension, targeting and fraud detection in 95%+ of the DMAs across the United States, giving local broadcasters the ability to offer addressable advertising and enabling brands to reach local markets.

“OTT allows advertisers to leverage the precision targeting of digital on the TV screen, but at the same time it’s also contributing yet another platform to an already fragmented media landscape,” said Adam Helfgott, CEO at MadHive. “This partnership enables advertisers to holistically analyze cross-screen linear and OTT campaigns, while calibrating audiences to drive real business outcomes.”

MadHive also recently announced an integration with Premion, the OTT advertising arm of TV station group TEGNA.