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Pairing the targeting and performance capabilities of FAST channels and streaming offerings with the reach and scale of broadcast is becoming key for broadcasters as they strive to compete with digital advertising giants like Meta and Google, said panelists at TVNewsCheck’s Working Lunch Webinar last Thursday.
Necessary to that evolution is the ability to offer advertisers and agencies accurate performance metrics against their buys. While such metrics are available on some platforms, it remains challenging to provide that data across both linear and digital platforms in a unified way.
Don Norton
FAST (free advertising-supported streaming television) is growing quickly, said Don Norton, GM of data solutions, AdImpact. Norton noted that of the record-setting 127 million people who watched this year’s Super Bowl, marking 3.2% growth from the previous record set in 2024, more than 25 million were inside of FAST environments, and specifically Tubi, which is owned by this year’s Super Bowl broadcaster, Fox.
“When we look at the top-five FAST apps, or five of the top eight or nine, and we look at January 2024 versus January 2025, we’re seeing roughly a 30% increase in total ad impressions available,” Norton said.
Even though FAST platforms are expanding rapidly, the market has some progress to make in terms of both understanding this evolution and taking advantage of it. Part of broadcast sales teams’ jobs are to educate clients on everything that’s available to them and how to make the most of those opportunities.
Shawn Makhijani
“We guarantee local delivery, and that’s one of the big things that