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# Studios shift summer movie ad dollars from broadcast to CTV
- URL: https://fabric-media.ghost.io/studios-shift-summer-movie-ad-dollars-from-broadcast-to-ctv/
- Published: 2026-08-27T22:05:59.000Z
- Updated: 2026-08-27T22:05:59.000Z
- Description: Connected TV ad impressions for movies rose 16% this summer to 17.7 billion, per AdImpact, while broadcast movie spots fell 50% to 93,600 airings.
- Author: Fabric.Media Editorial
- Tags: Streaming, Jon Lafayette

**Why it matters.** Studio marketing budgets keep migrating toward CTV buys, pressuring broadcast networks that still rely on movie ad spend during tentpole sports windows.

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=fabric-media.ghost.io) *·* [*Jon Lafayette*](https://fabric-media.ghost.io/tag/by-jon-lafayette/) *·* [*read the original*](https://www.themeasure.net/studios-flock-to-streaming-to-promote-summer-movies/?ref=fabric-media.ghost.io)*.*