Effectv’s latest TV Viewership Report is out! 

Data insights increasingly drive the way in which multiscreen TV advertising is planned and bought. This report, published biannually, provides an ongoing benchmark to help marketers use TV’s reach and precision across screens to be more effective in delivering results than ever before. 

The comprehensive data set used for this report is from more than 29 million households, 3B+ impressions, and nearly 14 billion hours of TV viewing in the first half of 2023. Additionally, the Report includes ad exposure data from 40,000 multiscreen campaigns. 

Here are some of the key findings included and expanded on in the report:  

1. Traditional TV is vital – 77% of unique multiscreen campaign reach came from traditional TV 
2. Streamers prefer the big screen – 81% of streaming impressions were delivered to the big screen via Connected TV and set-top-box video on demand
3. Highest reaching campaigns include similar elements like 20+ networks, 50+ streaming endpoints, news, and sports
4. Reach peaks when 20-30% of multiscreen investment is allocated to streaming
5. Streaming reaches hard-to-reach households – streaming impressions were 4.6x more likely to be seen within light- and no-TV households

What does this mean?  

As new streaming platforms and apps enter the multiscreen TV landscape, viewers have many options when it comes to accessing content. With traditional TV and streaming convergence and consumer choice at an all-time high, dealers must adapt their strategies to find and reach their audiences effectively with the right combination of TV, streaming, and sports programming. 

Download the TV Viewership Report to enhance your multiscreen TV advertising strategies for the coming year.