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Chart of the Week
November 6, 2026
Spend continues to flow to CTV and TikTok, and out of offline
- 'CTV has the strongest momentum: 47% of its users plan to spend more and 14% plan cuts (net +33).
- 'TikTok users are the most likely to plan a significant increase (16%), and only 6% plan cuts.
- 'Meta and Google are still net positive (about +23 to +24), but no Meta user plans a significant increase, and 19% of Google users plan cuts.
- 'Traditional TV and other offline channels are where budget is coming from: 42% and 50% of their users plan cuts (net −17 and −43).
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