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TV screens in the living room drive the highest advertising recall, according to “The Context Effects” study, which Map The Territory and Tapestry Research carried out for Thinkbox, looking into the key factors influencing in-home video advertising performance.

STV Group has reported a 22% year-on-year drop in operating profit, attributing the decline to a challenging TV advertising landscape and inflationary cost pressures.

The channel marks the debut of the popular entertainment show on advertising-supported streaming TV in the UK, giving advertisers a unique opportunity to appear alongside the BAFTA-winning show.

This will be in addition to revenue already generated by the sale of advertising slots during live sports broadcasts on the service.

A survey of some of the most influential figures in digital advertising, carried out by New Digital Age in partnership with Yahoo, found 87% of respondents plan to increase their investment in CTV advertising over the next year.