NATIONAL SCALELOCAL ENGAGEMENTPOWERFUL CONNECTIONS
Nexstar CTV Ecosystem
Television Impact. Streaming Precision. Driving Business Outcomes.
How Nexstar delivers connected TV advertising across premium media, scaled streaming platforms, and outcome-driven audience intelligence.
200+
Owned or Partner Stations
$38B
U.S. CTV Ad Market 2026
85%
U.S. Homes with CTV
The Shift Is Real
Consumers Have Already Moved to Streaming
This is not a trend on the horizon. Streaming now accounts for the majority of TV viewing in the U.S. Every dollar still locked in linear is a dollar losing reach.
40%+
Streaming's share of total U.S. TV viewing. It has overtaken cable and broadcast combined.
Nielsen
$33B
CTV ad spending hit $33.35 billion in 2025 and is on pace to reach $47 billion by 2028, when it will surpass traditional TV for the first time.
eMarketer
85%+
U.S. households now own at least one connected TV device. CTV is no longer emerging. It is the channel.
Leichtman Research
95%+
CTV ad completion rates. Viewers watch the full spot. Compare that to skippable pre-roll and social scroll-past rates.
Industry Average
"Streaming is now the primary environment where video advertising reaches modern audiences. If your brand isn't there, you're invisible to the people who matter most."
Nexstar CTV Strategy
The Next Generation of Buyers
If You Want Future Customers, Advertise Where Gen Z Lives
74 million Americans. 26% of the global population. And they consume media almost entirely through streaming, YouTube, and connected TV devices. Not cable. Not broadcast. Brands that don't show up in streaming environments risk becoming invisible to the next generation of decision-makers.
Gen Z Is The Largest Generation in History. They're Already Spending. And They Live on Video.
81%
Willing to pay for streaming video. They are deeply invested in streaming platforms as their primary entertainment source. (Attest, 2026)
63%
Use YouTube every single day. YouTube is the number one daily destination for Gen Z, ahead of Instagram and TikTok. (Attest, 2026)
52%
Are on ad-supported streaming tiers. This is an audience that sees and engages with CTV ads daily. (CivicScience, 2026)
59%
of Gen Z TV screen time goes directly to streaming apps. Only 13% goes to cable, and less than 9% to broadcast.
Nielsen
43%
spend 2+ hours daily on video platforms like YouTube and TikTok. Only 14% watch more than 2 hours of live TV.
Attest, 2026
88%
of Gen Z consumers engage with ad-supported video streaming. They accept ads in exchange for content access.
Statista
81%
would consider acting after seeing a relevant streaming ad. Relevance is the key. Targeted CTV delivers it.
Tubi / Harris Poll, 2025
"Gen Z doesn't watch TV the way any generation before them did. They're on YouTube, they're on streaming apps, they're on connected devices. If your ad strategy doesn't meet them there, it doesn't meet them at all."
The Case for CTV
The Nexstar CTV Ecosystem
Three Powerful Activation Layers
Premium media, scaled streaming reach, and outcome-driven audience intelligence. Together, these give advertisers something no single competitor can offer.
01
CTV+ Station Apps
Premium Local Streaming
Broadcast-quality video delivered through Nexstar's own streaming platforms. Trusted local news environments with real brand safety. The natural extension of your broadcast campaign into the streaming world.
PIX11+, WGN+, and local station apps
Station website streaming inventory
Trusted local news environments
Strong brand safety standards
Natural broadcast campaign extension
Ideal for local and regional advertisers
Powered by Nexstar Audience Network (NAN)
When campaigns need to scale beyond Nexstar's owned properties, NAN extends your reach while keeping Nexstar's data-driven targeting intact. NAN is not a publisher list. It's a data-driven audience extension network powered by Nexstar's deterministic data segments and household-level targeting. Inventory can span mobile apps, desktop display, online video, and connected TV, all while maintaining Nexstar audience intelligence.
02
Platform X
Scaled CTV Reach
The engine that connects your campaigns to streaming inventory across the biggest platforms in the ecosystem. Massive reach, audience targeting, and cross-device delivery at scale.
Roku, Hulu, Peacock, and more
Smart TV ecosystems
FAST channel environments
Audience-level targeting
Cross-device delivery
Multiple tier options (CTV65, CTV90, CTV100)
03
IQx (Powered by Amazon Data)
Driving Business Outcomes
IQx is the performance engine of the Nexstar CTV ecosystem. It uses Amazon's purchase behavior data to build audience segments, then optimizes delivery across inventory sources within the Amazon DSP to drive the frequency, placements, and actions most likely to convert. This is not about where the ad runs. It's about what the ad drives.
Amazon purchase data powers audience targeting
Delivery optimized for conversions, not just impressions
Dynamic frequency and placement by household
Auto intenders, home improvement, CPG, electronics
CPMs may vary based on audience and campaign goal
Built for leads, ROI, and measurable outcomes
Two Paths. One Ecosystem.
Branding or Performance? We Do Both.
Not every campaign has the same objective. Nexstar's ecosystem gives you the right tool for the right job, whether you're building brand awareness or driving measurable business results.
Branding Campaigns
Build Awareness in Premium Environments
When the goal is reach, frequency, and brand presence in curated, high-quality inventory, CTV+ and Platform X are the right fit. Static CPMs, guaranteed placements, and reporting on how the campaign delivered across premium streaming environments.
This is about putting your brand in front of the right people, in the right context, at scale.
CTV+ Station AppsPlatform XNexstar Audience NetworkStatic CPMsGuaranteed Placement
Performance Campaigns
Drive Leads, ROI, and Real Business Outcomes
When the conversation is about leads and return on ad spend, IQx is the better fit. It curates inventory but focuses on delivering the frequency and placements most likely to push a user to act. This can vary from household to household, so placements and CPMs may shift based on the audience or the goal you're driving toward.
The whole point is measurable outcomes, not just media delivery.
"If you want a branding campaign, you care about placement and reach. If you care about leads and ROI, you want a platform built to drive action. Nexstar gives you both in one ecosystem."
Branding vs. Performance
Platform X Delivery Options
Scale It Your Way
Platform X offers tiered delivery options so you can match the right supply level to your campaign goals, whether you need precision or maximum scale.
CTV65
Focused CTV inventory. Efficient reach in premium streaming environments. Best for campaigns prioritizing quality placements.
CTV90
Expanded supply across additional streaming apps and publishers. Greater reach and scale for mid-level campaigns.
CTV100
Maximum streaming scale across the full CTV ecosystem. Largest available inventory pool for campaigns that need the broadest reach.
Premium TV Only
Restricts delivery to premium-tier streaming apps for maximum brand safety and content quality.
Streaming Plus
Balances premium streaming environments with broader scale. A smart middle ground for performance and reach.
Live Sports Remains the Most Valuable Video Environment
Over 90% of the most-watched live TV broadcasts each year are sports. Sports viewers pay attention, they stay tuned, and they're significantly less likely to skip ads. Nexstar's Platform X delivers streaming sports inventory, including NFL, college football, MLB, and motorsports. That's high-attention, big-screen advertising in premium environments.
Closed-Loop Intelligence
From Audience Data to Proven ROI. Every Step Is Connected.
This is the full picture. Nexstar doesn't just deliver ads. The ecosystem identifies your audience, delivers at the household level, and closes the loop with real attribution. Here's how NAN and IQx power each step of that cycle.
01
Audience Identification
NAN uses Nexstar's deterministic data segments to identify your target audience at the household level. IQx layers in Amazon's purchase behavior data to build segments based on what people actually buy, not what they might click on. Two data engines. One unified audience strategy.
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02
Household-Level Delivery
Ads are served to specific households across CTV, mobile, desktop, and online video. NAN extends targeting beyond owned properties while keeping Nexstar's data intact. IQx dynamically optimizes frequency and placement per household to drive action, not just impressions.
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03
Site Matchback + Lift
With a site pixel installed, exposed households are matched to website visits. Incremental lift compares exposed vs. non-exposed households to reveal true campaign impact. You see exactly who saw the ad and who took action.
→
04
Commerce + ROAS
Amazon Marketing Cloud (via IQx) closes the loop: path-to-purchase analysis, frequency-to-conversion, audience segment performance. When CRM or sales data is shared, direct matchback to retail purchases, dealership visits, and ecommerce transactions. True return on ad spend, proven.
Audience Built
Households Reached
Actions Tracked
ROAS Proven
"Most CTV vendors stop at delivery. Nexstar's ecosystem starts with data-driven audience identification through NAN, optimizes for outcomes through IQx, and closes the loop with Amazon Marketing Cloud. That's a connected system, not just a media buy."
Closed-Loop Intelligence
Competitive Edge
Why Nexstar Over Everyone Else
Plenty of vendors sell CTV impressions. Very few can offer what Nexstar brings to the table. Here's the honest comparison.
Typical CTV Vendor
Aggregated inventory with limited transparency into where ads actually run
Cookie-based or modeled audience segments that are increasingly unreliable
Basic reporting: impressions, reach, frequency. That's about it.
No owned media. No premium local environments. No brand trust.
Disconnected from commerce data. No path to purchase visibility.
Cheap CPMs, but no accountability for actual business outcomes
★ Nexstar CTV Ecosystem
Owned premium environments (CTV+) plus scaled streaming reach (Platform X) in one buy
IQx leverages Amazon purchase data for real audience intelligence, not guesswork
Full attribution: household delivery, site matchback, incremental lift, ROAS
200+ owned or partner stations. Trusted local news. Real brand safety.
NAN extends reach with Nexstar data targeting across devices when you need scale
Two tracks: branding for awareness, IQx for leads and ROI. You choose the outcome.
"The cheapest CPM wins the pitch, but it rarely wins the campaign. Nexstar delivers something more valuable: premium environments, real audience data, and the attribution to prove it drove results."
The Value Argument
The Bottom Line
Why Nexstar Wins
Nexstar combines three unique advantages no other partner can match.
★
Premium Trusted Media
CTV+ and local station apps give brands broadcast-quality video in streaming environments. When campaigns need more scale, NAN extends reach with Nexstar's data-driven targeting across devices.
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Massive Streaming Reach
Platform X delivers scale across the entire streaming ecosystem, including sports, entertainment, FAST channels, and premium apps. One buy. Massive reach. Curated inventory.
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Driving Business Outcomes
IQx uses Amazon's purchase data to target audiences and optimize delivery for conversions. It's the ROI engine. Know who bought, not just who watched.
Television Quality. Streaming Scale. Measurable Business Outcomes.
Nexstar is America's largest local broadcaster with 200+ owned or partner stations. Our CTV ecosystem delivers what brands need most: the right audience, in premium environments, with the data to prove it drove results. Whether the goal is branding or performance, we have the platform built for it.