Thursday, August 20th, 2026 – 8:00 am
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A report dropped last month from eMarketer that made me curious. Social networks will capture 27.7% of all US ad spend this year, despite accounting for just 12.5% of the time Americans spend with media. Convergent TV (linear and CTV), where consumers spend 38.5% of their media day, gets 18% of budgets. As Digiday put it, “The pendulum is swinging back to the feed, signaling that the crown of digital video dominance is going to social media.”
The instinct is to say social is outperforming every other channel. But I don’t think that’s the full story. What we might be seeing is degrees of measurement confidence, and it’s leaving opportunity on the table.
Why are advertisers buying into social?
