The Association of National Advertisers (ANA) recently hosted a virtual event titled “Ad Views, Endpoints, and Everything In Between,” during which Travis Flood, Director of Consumer Insights for Effectv, presented findings from the company’s most recent benchmarking report, The TV Viewership Report (TVR).
The TVR results are based upon an analysis of over 29 million Comcast homes, 14 billion viewing hours, 4 billion viewing impressions, and 35 thousand multiscreen campaigns that ran in the first 6 months of 2022, inclusive of both TV and streaming.
Key Takeaways
Some of the key takeaways highlighted in the webcast are:
The average household spent 6 hours and 17 minutes watching TV daily.
This is in line with the results of the past few years, with the only anomaly coming during 2020.
79% of reach came from traditional TV. 11% was unique to streaming, and 10% was a duplication of TV and streaming combined.
The typical household watched an average of 29 networks. 72% of that viewing was outside of primetime. If you limit your options to where you think you’re going to find viewers, you’re going to limit your potential reach.
78% of streaming reach came from television.
53% of households reached through streaming were incremental to TV campaigns. In other words, most of streaming reach is in addition to the reach provided by VOD, FAST, or other more traditional sources of television advertising delivery. It’s not simply duplication; it’s additional audiences.
There are 4,000 multiscreen endpoints for consumers to find and view content.
This large number of content sources and combinations helps advertisers reach light TV viewing households, which gives them the opportunity to aggregate viewing from more sources
An analysis of over 35,000 campaigns indicates that reach maximizes when 20-30% of allocation is to streaming.
After 30% there was a noticeable decline in overall reach. Traditional television remains the dominant source of consumer reach.
For additional insights from the latest TVR, download here.
