Entertainment
A major broadcast network reaches the households linear missed with Taiv
- 80%
- Households Reached Only by Taiv
- 4%
- Incremental Lift Above Linear
Problem
The network was relaunching a prime-time series and needed reach beyond its own linear schedule. Existing on-channel promos and paid digital kept stacking on heavy TV viewers. The audience they needed to bring back to live TV barely watches linear at home.
Solution
Taiv ran the tune-in promo across sports bars and restaurants during live programming through the launch window. The flight stacked on top of the network’s existing linear and paid digital plan. Samba TV measured the campaign at the household level across its omni-screen panel.
Results
Samba TV put Taiv’s exclusive reach at 80% of the households it touched. Linear missed four out of five of those households entirely. The campaign added 4% incremental lift on top of the network’s existing buy. That’s a material shift at broadcaster-scale totals.
Taiv delivered 16.7MM impressions to 1.2MM households over the flight at 13.8x average frequency. Roughly 55% of Taiv’s reach went to light TV viewers. Linear’s share of that same light-viewer audience came in around 2.5%. Taiv pulled most of its lift from the exact cohort the network needed to bring back to live TV.
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