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# Study: MVPD deals deliver 2.5x the reach of programmatic CTV
- URL: https://fabric.media/study-mvpd-deals-deliver-2-5x-the-reach-of-programmatic-ctv/
- Published: 2026-09-16T17:42:49.000Z
- Updated: 2026-09-16T17:42:49.000Z
- Description: A Spectrum Reach and EMARKETER study of 239 CTV ad buyers found MVPD campaigns delivered 61% sustained accurate reach over 90 days versus 24% for programmatic CTV.
- Author: Fabric.Media Editorial
- Tags: Measurement, Michael Guth, TVREV: MVPDs and CTV ad opportunity

**Why it matters.** Buyers say they will pay a premium for verified incremental reach, giving MVPDs leverage to charge more than programmatic CTV sellers who cannot prove duplication.

*Signal from* [*TVREV*](https://tvrev.com/?ref=fabric.media) *·* [*Michael Guth*](https://fabric.media/tag/by-michael-guth/) *·* [*read the original*](https://www.tvrev.com/news/ctv-has-reached-a-turning-point-the-mvpd-opportunity?ref=fabric.media)*.*