| 13 January 2021
If the US cable TV industry thought things couldn’t get much worse than they have in recent years, a study from The Trade Desk is warning that American households are cutting the cord on their cable subscriptions more rapidly than previously reported.
The study by the advertising buyers’ technology platform sampled 2,105 adults in the US and was conducted by YouGov from 4-8 December 2020 on a survey with a total sample size. The survey was carried out online. The figures were been weighted and are said to be representative of all US adults ages over 18. In addition the company carried out an advertiser perceptions online survey of 150 TV advertising planning and buying decisionmakers with an annual TV ad budget of over $5 million. Fieldwork for this survey was conducted from 18-30 November 2020.