101% Lift in Conversions: Measuring TV’s Real Business Impact
The Challenge
Proving TV’s True Business Impact
A national service brand set out to understand how its cross-channel TV campaign drove measurable customer actions, not just impressions.
While the campaign led to a clear increase in site visits, the brand needed to isolate which results were directly caused by TV exposure versus other touchpoints.
Simulmedia’s TV+ Incremental Lift solution was chosen to:
- Quantify the causal impact of TV on web conversions
- Measure incremental lift across both linear and streaming
- Provide transparent, leadership-ready ROI proof to guide future investments
Key Goal
To measure what TV drove, not just what it touched.
The Approach
Data-Driven Cross-Channel Measurement
The brand activated a $600K cross-channel campaign over two months, optimizing reach across both Linear and CTV.
Simulmedia’s methodology used deterministic household-level attribution and synthetic control groups to ensure accurate, unbiased results.
Campaign Framework
Attribution Window:
14 days
Campaign Type:
Cross-channel (Linear + CTV)
Objective:
Drive qualified web traffic to key landing pages
The Approach
We combined linear TV’s broad reach with CTV’s precision targeting to deliver full visibility into channel-specific performance.
The Results
CTV Lifted Conversions by 101.8%
Simulmedia’s Incremental Lift Report revealed that exposed audiences were more than twice as likely to convert compared to unexposed control groups.
Key Insight
Free ad-supported and OEM streaming environments delivered the highest incremental lift, efficiently converting new users exposed to the campaign.
The Impact
Proving ROI Across Screens
With Simulmedia’s TV+ Incremental Lift framework, the brand was able to:
- Quantify the true effect of CTV and linear exposure on conversions
- Identify high-performing publishers to inform and optimize future media buys
- Demonstrate clear ROI to leadership and key stakeholders
Cross-Channel Reach Outcomes
The numbers tell the story
- Total Reach: 46.6M
- Incremental Reach: +1.9% from streaming/CTV
- Unique Reach from Linear: 96.2% of total
Business Outcome
This analysis confirmed that CTV and linear work better together, demonstrating measurable synergy between broad reach and targeted engagement.