MediaRadar Unveils Major Expansion of CTV Universe Across Streaming, Live Sports and Local Markets

Why It Matters

The expansion gives marketers a unified view of on‑demand and live‑sports advertising, enabling more precise spend allocation in a $280 billion media market. It also positions MediaRadar as a go‑to source for cross‑platform video intelligence, a critical advantage as CTV ad spend accelerates.

Key Takeaways

• AVOD advertiser count up 60% in Q1 2026.
• Creative inventory grew 2.5 times across streaming platforms.
• Occurrence data expanded twelvefold, covering 210 DMAs.
• Live sports data now integrated with AVOD insights.
• MediaRadar's CTV suite spans $280B spend, 5M brands.

Pulse Analysis

Connected TV has become the fastest‑growing segment of digital advertising, with U.S. spend projected to surpass $70 billion by 2027. Brands are shifting budgets from traditional linear TV to a hybrid model that blends on‑demand streaming and live‑sports events, seeking the audience reach and measurement granularity that CTV offers. This market evolution creates a demand for comprehensive intelligence that can track advertiser activity across disparate platforms, a niche MediaRadar is now filling with its expanded data set.

The latest MediaRadar upgrade adds AVOD powerhouses such as The Roku Channel and YouTube to its existing coverage of Netflix, Prime Video, Hulu and Peacock. In the first quarter of 2026 the platform recorded a 60% increase in AVOD advertisers, a 2.5‑times surge in creative assets and a twelve‑fold rise in ad occurrence records, now mapped to 210 designated market areas. Coupled with live‑sports data from leagues like the NFL, NBA and Formula 1, the solution delivers a single pane of glass for marketers to assess spend, creative performance and competitive positioning across the entire video ecosystem.

For advertisers, the unified view translates into sharper media planning, better ROI tracking and the ability to pivot quickly between on‑demand and live‑sports inventory. Competitors that still rely on siloed data risk missing critical insights as the line between streaming and linear TV blurs. MediaRadar’s integration of CTV with its broader 30‑plus channel intelligence platform signals a strategic move toward becoming the industry’s definitive source for cross‑platform video analytics, a trend likely to shape ad tech investments in the coming years.