Bringing Advanced Media Measurement to Multiscreen TV at Scale

As television viewing continues to evolve, advertisers need transparent and consistent reporting to see trends that meet their advertising goals. Understanding the incremental reach of streaming TV over and above linear schedules is critical to investment decision making.

Spectrum Reach has taken the lead in the marketplace by offering advertisers a holistic, data-driven solution in media measurement with our Multiscreen Reach and Frequency reporting at scale.

Using our aggregated and de-identified first-party viewership data, which is an important differentiator, the offering is a complete solution, measuring the exposure of all linear TV networks, streaming TV, and video on demand (VOD) platforms in a privacy-compliant manner. Spectrum Reach’s Multiscreen Reach and Frequency provides a uniquely holistic view of campaign impact and granular geographic details. These insights are available at scale to advertisers, helping to serve the needs of local businesses by driving campaign effectiveness and better efficiencies.

"Advertisers are right to expect holistic reach and frequency reporting on linear and streaming TV in one report," said Rob Klippel, Senior Vice President, Advanced Advertising Products and Strategy at Spectrum Reach. "They want accurate and transparent measurement across screens to ensure campaign effectiveness that allows advertisers to see the whole multiscreen picture." In addition to analyzing a campaign’s overall reach and frequency, advertisers can view the incremental reach that streaming TV adds to a linear TV campaign or vice versa. The results can be significant.

In a multiscreen measurement case study, Spectrum Reach proved our data-driven multiscreen campaign can fine-tune media plans to optimize reach and message delivery, and gain insight into how and where the audience is consuming an advertiser’s message.

DR Advertising LLC (formerly Danny Reed Advertising) worked with Spectrum Reach to explore the impact of an audience-based buying approach in two cities with our client Roger Beasley Hyundai, a popular Texas car dealership with locations in Austin and San Antonio.

For Roger Beasley Hyundai’s 2021 third quarter campaign, we implemented a side-by-side market analysis testing a data-driven schedule in Austin against a more traditional schedule approach in San Antonio to prove the effectiveness of Spectrum Reach’s campaign development solution. Both markets used linear and streaming television. More specifically:

• In Austin, DR Advertising leveraged Spectrum Reach’s unique capability to build data-driven TV campaigns, to select networks and dayparts that specifically appealed to Hyundai or KIA in-garage owners as the dealership’s ideal target audience.
• In San Antonio, a traditional campaign development strategy was utilized, focusing on age and gender and using a narrow selection of high-rated networks.

Spectrum Reach’s Multiscreen Reach and Frequency report, a holistic account of campaign performance available to all clients that highlights trends to help advertisers optimize message delivery, was able to define the best approach to audience-based buying. The Austin schedule generated 23% more reach out of the gate during the first month of the campaign and 35% higher frequency over the duration of the campaign.

Interestingly, the results of this case study could not be completed today by traditional measurement providers at scale. Using Spectrum Reach’s Multiscreen Reach and Frequency uniquely allows advertisers to make decisions on the right balance on investment between linear and streaming TV. Through Spectrum Reach’s platform, an actual average frequency for multiscreen TV is reported to advertisers. That’s innovation.

Landon Sims, Owner of DR Advertising, reiterated the impact of the collaboration: "Spectrum Reach has always been a good partner, and has been particularly effective during this period of supply chain issues where efficiency and targeted consumer reach matters. Their Multiscreen Reach and Frequency report, based on first-party data, has demonstrated conclusively that audience-based targeting and impressions-based buying through their audience targeting tool is effective, not only in delivering the customer, but in driving outcomes like website visitation and driving efficiencies on CPM. We look forward to continuing to partner with Spectrum Reach on data and analytics to drive decision making."

In summary, who you pick as a media partner to provide reach and frequency truly matters. You want a partner who has a comprehensive and privacy-compliant TV data set. You want holistic reporting that includes linear TV and streaming TV in the same report. And you need data, consistently, so you can optimize your schedules throughout the year, not one snapshot in time. Spectrum Reach is the media partner that can deliver, and with our advanced multiscreen capabilities and reporting, advertisers can have greater confidence in the efficient use of their advertising dollars.
 

FREQUENTLY ASKED QUESTIONS

How often should a TV ad be repeated to be effective?
There’s no single number that works for every campaign. The right amount of repetition depends on your audience, goals, budget, and media mix. In general, repetition works best when it builds awareness without overwhelming viewers and reach and frequency reporting can help advertisers find that balance.

What is the ideal frequency for a TV ad campaign (weekly, monthly, flighted)?
The ideal frequency depends on your audience, goals, budget, and media mix. However, according to the Spectrum Reach Creative Impact Analysis that measured attribution response and response rate metrics, campaigns that delivered a 2+ average frequency per week saw response rates 6x higher than campaigns with an average frequency at or below 2x per week.

How does repetition improve brand recall and purchase intent?
Consistent exposure to a brand’s message helps consumers remember and recognize the brand, increasing the likelihood of choosing it when making a purchase decision. Reach and frequency reporting provides advertisers with valuable insights into how often and where their message is seen by audiences across different screens. This data helps in optimizing the delivery of messages to enhance engagement and effectiveness.

What is frequency capping and why does it matter across TV and streaming?
Frequency capping limits how often the same viewer or household sees an ad. It matters across traditional TV and streaming because it helps prevent overexposure, reduces wasted impressions, and improves campaign effectiveness by managing reach and frequency more efficiently across screens.

How does Spectrum Reach manage ad frequency across traditional TV, streaming (CTV), and digital?
Spectrum Reach manages ad frequency by using multiscreen reach and frequency reporting to understand how often audiences are exposed to a message across screens. This helps advertisers control overexposure, reduce wasted impressions, and optimize delivery so campaigns reach the right audiences efficiently.

Can too much repetition hurt a TV campaign, and how do you avoid wear-out?
Yes, excessive repetition can lead to ad fatigue, making audiences less receptive. Advertisers can avoid this by carefully managing frequency, updating creative, and using reach and frequency insights from Spectrum Reach’s reporting tool to optimize message delivery across traditional TV and streaming. This will balance exposure to stay memorable without overexposing your audience.