At Convergent TV World, Craig Chinn, senior vice president of global advertising sales at TiVo Ads, shared insights from our latest research, “Understanding the CTV Home Screen’s Role Across the Full Funnel,” exploring where the viewer journey truly begins. And the answer is shifting. For years, the industry has anchored itself around content — ads sit within it, measurement is built around it, and planning starts with it. But that assumption no longer reflects how people actually watch TV. Today’s viewer doesn’t “tune in.” They navigate, browse, and move fluidly between apps, devices, and environments — often within the same day. Turning on the TV has become a decision-making moment, not a passive one, and what’s emerging is a new starting point that exists before content is even selected. When a viewer lands on the TV home screen, they’re faced with a moment of high attention and intent — a…