Eveready marketer warns CTV-free plans may miss a third of affluent viewers
At DigiPlus Fest 2026, Eveready Industries India’s Insiyah Kasim Chawala said advertisers without connected TV risk missing approximately 33% of a higher-NCCS audience. Marketers also cited CTV’s targeting and incremental-reach potential, while flagging cross-screen measurement and transparency challenges.
The brand move
Eveready Industries India’s Insiyah Kasim Chawala said advertisers without CTV risk missing approximately 33% of a higher-NCCS audience. At DigiPlus Fest 2026, marketers discussed CTV’s targeting and incremental reach, alongside challenges in cross-screen measurement and transparency.
The numbers
- 2026
- approximately 33%
- five years
- tier-2
- tier-3
- 360-degree
Why it matters for the brand
Explore CTV and measurement partnerships that can extend affluent reach while improving cross-screen attribution and transparency.
What to track next
- Independent data on CTV penetration and affluent-audience reach in India
- Adoption of credible cross-screen reach and frequency measurement
- Changes in CTV CPMs, premium inventory availability, and advertiser commitments
- Public case studies linking CTV exposure to incremental sales or brand lift
- Run an audience-specific CTV pilot against a comparable TV and digital plan; measure incremental reach, frequency, and business outcomes.
- Require transparent audience definitions and cross-screen deduplication in media proposals.
- Keep budgets flexible until results establish which platforms add reach rather than duplicate it.
- Develop CTV creative variants suited to longer-form, large-screen viewing.
The counter-case
The claim that CTV-free plans miss roughly a third of affluent viewers is not enough to establish that CTV is necessary or that adding it delivers incremental reach. The figure may reflect a particular audience definition or dataset, and CTV viewing can overlap with linear TV and other digital video. Without source, timeframe, sample, and deduplicated reach data, it risks turning a conference sound bite into a planning rule.