 has been the gold standard for TV ratings for decades, guiding media buyers and advertisers in tracking audience performance. However, 

 Global’s recent decision to move away from Nielsen in favor of VideoAmp signals a significant shift in TV ad measurement—and it could reshape the industry.

While TV networks have explored alternative measurement providers like iSpot, Comscore, and VideoAmp, these tools have mostly been used alongside Nielsen. Paramount’s decision, however, represents one of the first instances where a major network has chosen to operate without Nielsen—at least for now fully. This could set the stage for alternative measurement tools to compete more directly with Nielsen, offering networks and advertisers more flexibility in how they track and value audience engagement.

Paramount’s decision came after contract negotiations with Nielsen broke down over pricing issues. John Halley, Paramount’s Chief Advertising Officer, explained that Nielsen’s costs had "quintupled over significant parts of [their] business," making the current pricing model unsustainable. This echoes a broader sentiment across the industry: many networks have grown frustrated with the rising costs and perceived limitations of Nielsen’s services.

While Paramount has expressed a willingness to resolve the dispute and potentially return to Nielsen, their immediate focus is on VideoAmp for viewership data. This move highlights the industry's growing appetite for more cost-effective, flexible measurement solutions.

The broader implications for TV measurement

Paramount’s decision underscores two key trends shaping the future of TV measurement:

A new competitive landscape for measurement currencies:

This shift doesn’t suggest that Nielsen will cease to be a major currency, but it does lay the groundwork for alternative measurements to be considered true competitors. If Paramount successfully conducts business without Nielsen, it could inspire other networks to follow suit, accelerating the adoption of alternative currencies like VideoAmp. As these tools become more prominent, they could offer more tailored insights, giving advertisers a clearer picture of audience engagement and ad performance.

Pressure for cost-effective solutions and innovation:

Paramount’s frustration with Nielsen isn’t unique. Other networks may face similar pressures to seek alternative tools that provide more granular insights at a lower cost. As the industry evolves, networks and advertisers may gravitate toward measurement solutions that offer more flexibility and the ability to fine-tune campaigns in real-time.

For media buyers, Paramount’s break from Nielsen is an important reminder that the measurement landscape is evolving. While Nielsen remains the dominant player, alternative currencies are gaining traction, and buyers will likely encounter a mix of measurement tools in the near future.

Staying informed about these shifts will be crucial, as buyers may need to adjust their strategies to account for multiple measurement standards. Tools like VideoAmp offer the potential for more detailed, flexible insights, helping media buyers optimize ad spend and better understand viewer behavior across platforms.

Paramount’s move away from Nielsen doesn’t necessarily mark the end of Nielsen’s reign, but it does highlight the growing momentum behind alternative currencies. As more networks explore these options, the industry could see a more competitive, diverse measurement landscape where Nielsen is no longer the default choice.

This shift is an opportunity for media buyers. As alternative measurement tools continue to develop and compete with Nielsen, they could offer new ways to track and optimize campaigns, leading to better outcomes and a more nuanced understanding of audience engagement.

Ultimately, while Nielsen’s influence will likely continue, Paramount’s decision signals that the future of TV measurement may be more dynamic than ever before. Adapting to these changes and staying open to alternative tools will be key to delivering data-driven results in this new era of TV advertising.

Paramount's break from Nielsen highlights rising costs and growing demand for more flexible, cost-effective TV measurement tools

A Rise of Alternative Currencies Era: Paramount's Break with Nielsen and What It Means for the Industry

Back to basics. Let's kick off our guide with a quick refresher on what CPM is.

Cost per thousand, or Cost per Mille (CPM), denotes the price of 1,000 advertisement impressions. In TV advertising, one impression refers to one individual exposure to an advertisement. The formula for calculating CPM is:

CPM is calculated using the formula: (Advertising cost / Impressions generated) * 1000.

Why do we care about CPM? It is used to assess the ad cost across various television networks and programs. Typically, expressed in dollars, CPM represents the cost of running an ad on a specific program or network for a given period. For a comprehensive understanding of CPM in advertising, you can refer to our 

TV CPMs: Understanding the Cost of Television Advertising

Here, we'll dive deeper into the factors that influence this metric and how to navigate these elements to maximize the efficiency of your TV ad campaigns. CPMs are highly dynamic, affected by variables such as the advertiser base, seasonality, and whether the buy is upfront or scatter.

In a perfect world, we could set the perfect TV ad campaign once and maintain the lowest CPM indefinitely. However, reality dictates otherwise. CPMs fluctuate constantly due to factors like advertiser demand, seasonal trends, market dynamics, etc. Our primary goal is to help you steer through this ever-changing landscape effectively.

Audience size and demographics affect CPM in TV advertising

Larger audiences and targeted demographics lead to higher CPMs due to demand, scarcity, and advertising reach effectiveness. Understanding these dynamics is crucial for advertisers to optimize their campaigns and budget allocations. Competition for smaller audiences is higher, making them more expensive to reach, while larger audiences are cheaper. Consequently, CPM for smaller audiences is higher, and for larger audiences, it is lower.

If your brand’s potential customers are baby boomers, the CPM for your campaign would be lower than if you were trying to reach the 18-25 group on traditional TV.

Here are some examples of CPM for different audiences - 8-25 and 55+, over a period from March 2024 to May 2024. As you can see, linear TV CPMs for 55+ are significantly lower and more stable than 18-25 because they are still relatively plentiful in traditional TV.

The next chart shows us the average CPM for the 18-25 and 55+ age groups across four different genres: Drama, News, Reality, and Sports. The CPM for the 18-25 group is significantly higher in all genres, especially in News, where it reaches close to $800. The CPM for the 55+ group is minimal across all genres.

Programs with the largest audiences typically command the highest CPMs. Prime-time shows, for instance, often boast the highest CPMs due to their broad reach. These shows, airing during the coveted evening hours when most people are tuned in, attract a vast and diverse audience.

The scarcity of ad slots during these highly-rated programs further intensifies competition among advertisers, driving up CPMs even more, especially in the scatter market. Here, last-minute ad buys become a frenzy of competition, with brands vying for those few remaining spots. This dynamic creates a premium environment where only the highest bidders secure their place in front of millions of viewers.

So be ready that during the season premiere of a highly-anticipated show, the season finale of a extremely popular series, Presidential debates, or especially the Super Bowl, CPM will be sky-high.

Here is an example of how the CPM changed due to the May 2024 Presidential Debate.

On this chart, we indexed the previous CPMs to the CPMs of the Presidential Debate and contrasted the previous two months’ CPM relative to it. As you can see from the chart below, CPMs prior to the debate were significantly lower – coming in at x% one month below, and y% two months below. Tentpole events like the Presidential Debate give networks (like CNN) the opportunity to charge significantly higher CPMs for an event that would attract a larger audience versus the status quo.

During festive seasons, such as Thanksgiving and Christmas, CPMs typically rise due to increased consumer spending and heightened competition for ad placements. Especially high CPM would be driven by high advertising demand from such categories as retail, fashion, electronics, travel, and, counter-intuitively, financial services - people might open new accounts or take out loans during this time. Even car purchases see a boost.

Traditionally, ad position within a program or break does not significantly impact the CPM. The position of an ad, whether at the beginning, middle, or end of a break, typically does not alter the cost per thousand impressions. However, potential influences can arise with sponsorships or special placements. For example, if an ad is part of a sponsorship package or strategically placed during a high-visibility moment, it might affect the CPM. Even then, the impact on CPM is not always guaranteed, as it depends on the specific terms of the sponsorship and the perceived value of the placement.

Common challenges in managing CPM for TV campaigns

 CPM is typically negotiated based on a network's sales estimates, which are often inflated.

Networks might need to use Audience Deficiency Units (ADUs) to meet guaranteed CPMs. ADUs are free advertising slots given to advertisers to compensate for viewership shortfalls during the contract period.

Popular shows and peak viewing times have limited ad inventory.

This scarcity drives up CPMs, making it tough to secure placements at reasonable rates.

Advertisers compete fiercely for slots during high-profile events like the Super Bowl.

This competition can significantly raise CPMs, straining the budgets of smaller advertisers.

Traditional linear TV relies on metrics like Nielsen ratings, which may not accurately reflect real-time audience reach beyond basic demographics (age and gender). That is why specific tool, like Simulmedia’s TV+ platform, which helps advertisers work with audiences, is needed

This inconsistency can complicate the assessment of CPM effectiveness.

Broader economic factors can influence advertising budgets and spending behavior.

Economic downturns may lead to reduced ad spending, affecting CPM rates and availability.

While not directly a part of CPM, ad quality and relevance significantly impact its effectiveness.

High-quality, relevant ads are more effective in driving engagement and achieving lower CPMs. Advertisers should continuously produce content that resonates with audiences.

Using data analytics to improve CPM Rates

Utilizing data analytics effectively can significantly enhance CPM rates by focusing on two key strategies:

Through data analysis, advertisers can pinpoint underutilized segments of inventory, such as specific networks or dayparts, where there is low demand but a high concentration of the target audience. These segments often present more cost-effective opportunities for ad placement, as they tend to have lower CPMs compared to highly sought-after slots. By strategically placing ads in these underutilized areas, advertisers can reduce their overall CPM and maximize the value of their media spend.

Targeting high-concentration audience segments

Data analytics also helps in identifying audience segments that are densely populated within certain inventory buckets. Targeting these high-concentration segments ensures that ads reach a large portion of the desired demographic without the premium costs associated with more competitive slots. This targeted approach not only improves ad efficiency but also enhances the effectiveness of the campaign by aligning ad placements with audience behavior and preferences.

Generally, a higher number of impressions should lead to a better ROI, provided that you are effectively targeting the right audience.

Higher CPMs can potentially yield better ROI when the ads effectively engage and resonate with the target demographic. Advertisers must ensure that the CPM costs align with the expected increase in sales or brand awareness. For instance, a strategically placed ad during a high-demand program can significantly boost returns, justifying the higher CPM.

However, measuring ROI from TV campaigns presents unique challenges. Unlike digital advertising, where clicks and conversions are directly trackable, TV advertising requires alternative methods for attribution. To address this, advertisers can use statistics provided by TV networks or leverage platforms like Simulmedia TV+, which aggregates data from various providers. This approach helps in assessing the impact of TV ads more accurately and linking them to sales increases or improved brand metrics.

In this guide, we’ve explored the complexities of CPM (Cost Per Thousand Impressions) in TV advertising, shedding light on its role and implications for effective campaign management. Here are the key points discussed:

 Smaller audeinces and more targeting generally lead to higher CPMs due to limited viewership (makes them harder to find), increased demand, and competition. Broader audiences, while less expensive to reach, often come with a higher CPM.

 The distinction between upfront and scatter markets affects CPM rates. Upfront buys typically have lower CPMs compared to scatter buys, which are more expensive due to limited inventory. However, scatter works better for your timing and provides marketers with a greater degree of control to manage their spend

 High-demand programs and peak viewing seasons drive up CPM rates, making it essential for advertisers to plan strategically to balance costs and visibility.

 Traditionally, the position of an ad within a program does not significantly impact CPM, except in cases of sponsorships or special placements, which might offer some influence on costs.

 Advertisers face various challenges, including inflated CPM estimates, competition for limited ad slots, inconsistent measurement metrics, and broader economic factors that affect budget and CPM rates.

 Data-driven strategies, such as identifying underutilized inventory and targeting high-concentration audience segments, can improve CPM rates and enhance campaign efficiency.

The industry's fixation on CPM vs. cost-per-reach

The advertising industry often fixates on CPM as a primary metric, but this approach may not always align with the broader goal of maximizing reach and engagement. CPM focuses on the cost of impressions, but a more comprehensive perspective would be to emphasize cost-per-reach. Cost-per-reach evaluates the cost of reaching a unique individual, providing a clearer picture of ad effectiveness in connecting with the target audience.

Argument for a greater emphasis on cost-per-reach

Shifting focus to cost-per-reach can offer a more nuanced understanding of ad performance. By evaluating how efficiently an ad reaches unique viewers, advertisers can better assess the true impact of their campaigns and optimize their budgets accordingly. After all, the life in likelihood of a consumer to take action is greatest when moving them from 0 exposures to 1 exposure – you can expect far greater exposure there than moving them from 6 exposures to 7. This reach-first approach ensures that advertising dollars are spent effectively, reaching as many potential customers as possible while avoiding unnecessary overspending on high CPM slots that do not significantly contribute to overall reach.

In summary, while CPM remains a crucial metric in TV advertising, integrating cost-per-reach into your evaluation strategy can provide a more holistic view of campaign effectiveness and enhance overall ROI.

Discover key factors influencing TV Advertising CPM and how to optimize your campaigns with data analytics, balancing cost-per-reach and CPM for better ROI.

Mastering CPM: How Audience Demographics and Ad Placement Influence TV Advertising Costs

A version of this was originally featured on ANA.

In an era where television was not merely entertainment but a cultural event, the inception of the 

 marked a strategic revolution in advertising. In the 1960s, amid a backdrop in which today's digital sprawl was mere science fiction, upfront negotiations set the stage for an annual symbiotic dance between networks and advertisers. With only three major broadcasters holding the reins to America's visual diet, the competition for ad slots (particularly those in prime time) was fierce. Highly coveted inventory was scarce; securing it early was not just advantageous but imperative.

As families congregated nightly in front of their televisions, networks wielded extraordinary power, often stumbling upon hit shows that raked in massive viewership. Advertisers, hungry for a slice of this captive audience (and to secure better inventory pricing and brand visibility), would lock in enough advertising commitments that made up a good portion of a network's annual revenue. The long months of negotiations and the significant control networks had over advertisers' budgets seemed a small price to pay for the certainty and discounts that the upfronts provided. In this golden age of television, the upfront model didn't just make sense, it thrived — sculpting the fiscal landscapes of both networks and advertisers with an iron fist veiled in velvet.

The Upfront in the Modern Media Landscape

, the upfront model faces an increasing variety of limitations. With more than 160 broadcast and cable networks and hundreds of streaming services and 

, the upfronts seem to many to be an increasingly outdated relic. The explosion of high-quality media channels means that premium inventory is no longer as scarce, and that advertisers are likely to find their audience (and access to key business outcomes) across multiple platforms without the need for early, locked-in commitments.

Today's highest-rated TV shows draw far smaller audiences than hits of the past, thanks to the diversification of what viewers watch and the availability of vast content libraries through streaming platforms and FAST channels. Increased audience fragmentation has led to more frequent use of ADUs (

) and make-goods, which can disrupt the timing and relevance of campaigns. In addition, as 

, many advertisers have continued to prioritize spending flexibility.

Despite challenges and lengthy negotiations, upfronts continue to play a crucial role in the ad planning and buying strategies of agency-holding companies and major brand marketers. They allow networks to maintain control over significant portions of advertisers' budgets and often compel media buyers to purchase packages that bundle less desirable inventory with highly coveted ad units. This rigidity contrasts sharply with marketers' need for agility and the flexibility to adjust campaigns quickly in response to real-time events and consumer demand.

This evolving landscape underscores the benefits of shifting toward continuous and data-driven planning. Such strategies promise not only adaptability but also the potential to achieve upfront-scale buying efficiency within the linear TV 

, and other premium video channels. To truly capitalize on these opportunities, 

advertisers must holistically manage these efforts

, ensuring that campaigns maximize reach, limit over-frequency, and achieve key business outcomes effectively and efficiently. This approach aligns more closely with the real-time demands of contemporary viewership and the strategic imperatives of modern marketers.

The Rise of Continuous, Data-Driven Planning and Buying

The evolution of continuous and data-driven planning represents a significant shift in advertising strategies. Moving away from reliance on broad demographics such as age and gender, this modern approach focuses on strategic audience targeting using advanced data sets. These include behavioral patterns, interests, and other nuanced signals, enabling advertisers to pinpoint and engage specific consumer segments predictably and effectively. The advent of CTV and other premium digital video platforms enhances this strategy, offering the flexibility of year-round buying and the ability to make real-time campaign adjustments.

No longer does the scatter market have to be a secondary option that allows smaller brands access to TV advertising at higher costs and with limited control over ad placements. Today, with more precise targeting, automation, and advanced analytics, the scatter market provides a robust channel for year-round buying, allowing advertisers to select specific ad spots, optimize their timing, and efficiently scale their campaigns. This modern approach not only offers greater advertising effectiveness but also enhances control over advertising spend, rivaling the scale benefits once exclusive to upfront buys with far greater flexibility and enhanced full-funnel marketing impact.

Despite growing challenges and a shift toward more flexible advertising models, the traditional TV upfront model retains importance for certain segments within the advertising ecosystem: primarily large-scale advertisers aiming to secure premium ad slots during live sporting events, award shows, and other high-profile programs. These events still draw massive audiences and represent some of the most valuable advertising opportunities on television. At the same time, most of the other ostensible benefits of the upfronts — the opportunity for cross-channel (linear, CTV, digital, etc.) diversification, incremental reach, impression guarantees, and negotiated options to cancel portions of the upfront — can be achieved or mirrored outside of the upfront context.

The broader TV ad planning and buying landscape is undeniably changing. The fragmentation of TV viewership across various platforms — and the increasing demand from advertisers for outcome-based metrics — is prompting a reevaluation of the upfront model. Many brand marketers and independent agencies are increasingly turning to continuous and data-driven strategies, allowing for year-round planning, buying, and optimization, as well as the ability to maximize return-on-ad-spend with greater flexibility and responsiveness to market conditions.

For many advertisers, especially those not targeting the highest echelons of broadcast events, participation in traditional upfronts is becoming less critical. Advances in technology and data analytics now allow these advertisers to access premium inventory, drive significant reach, and maximize ad spend effectiveness without the constraints of upfront commitments.

Navigating the Future of TV Advertising (and the Upfront Evolution)

As television advertising transitions from its traditional paradigm to a more dynamic and outcome-focused landscape, the TV upfront model confronts a pivotal juncture. While upfronts still provide value for securing ads during high-profile events with large audiences, the increasing fragmentation of audiences, growth of premium video outlets, and demand for personalized media require a more flexible and targeted advertising approach.

The ability to leverage real-time audience data, better optimize campaigns in flight, and measure cross-platform performance provides significant advantages over the rigid upfront commitments of the past. By targeting more precise consumer segments, routinely optimizing media mix, and tying ad exposure to business outcomes, data-driven TV advertising enables greater efficiency and effectiveness.

To be clear, this transition may be complex for some organizations, as fully harnessing the potential has two key requirements:

Industry participants must continue to sufficiently invest in disparate data source integration, data integrity, and analytical capabilities.

The industry itself needs to reconcile evolving measurement standards and the need for cross-platform currencies to enable seamless planning and attribution.

While the upfront model could theoretically adapt to modern advertising needs, the industry is moving toward more flexible, data-driven approaches that better align with the changing media landscape and evolving audience behaviors. Advances in technology and analytics now allow advertisers to reach more people broadly across a variety of channels and platforms, target audiences more precisely, optimize campaigns in real time, and achieve key business outcomes — all without the traditional constraints of upfront commitments.

As the paradigm of TV evolves, so must the storied upfront

The Upfront Is Dead, Long Live the Upfront

Traditional linear TV remains a vital channel for broad audience engagement and impactful creatives. However, in the data-driven marketing era, measuring the true impact of these campaigns on crucial metrics is challenging. Marketers struggle to understand how TV ads influence actions like website visits amid a complex marketing landscape with multiple competing channels. The rise of CTV adds further complexity. While Simulmedia offers "

," this blog focuses on challenges unique to traditional linear TV attribution. Simulmedia's Incremental Lift Studies for Linear TV provide clarity by disentangling the web of advertising influences. This feature empowers marketers to accurately assess the impact of their traditional linear TV campaigns, offering a methodology that separates signal from noise. By making data-driven decisions, Simulmedia's 

 optimize the effectiveness of traditional linear TV campaigns.

What is Incremental Lift Measurement and why it matters

Lift measurement quantifies a marketing campaign's additional impact on desired outcomes. 

 aim to precisely measure added conversions and conversion rates from TV advertising. These studies compare exposed group (TV ad viewers) and a control group (non-viewers) using deterministic attribution for accurate measurement.

Traditional attribution and media mix modeling face challenges assessing TV campaign impact, particularly for linear TV, due to shared limitations:

Inability to Account for External Factors: 

Difficulty distinguishing TV ad impact from concurrent events leads to imprecise measurements.

Over-reliance on Short-term Data Spikes: 

Focusing on short-term spikes neglects long-term impacts, missing valuable insights for effective decisions.

Media mix modeling demands substantial resources, limiting accessibility, especially for smaller businesses.

Built for specific timeframes, media mix models lack adaptability for emerging trends or market shifts.

Simulmedia's Incremental Lift Studies provide a refreshing alternative to overcoming these challenges. By bypassing traditional attribution methods and resource-intensive media mix modeling, these studies offer a cost-effective, flexible, and precise approach for assessing TV campaign impact in today's complex marketing landscape.

 are synthetic control groups, transforming how marketers gauge their TV campaign impact. This method lets advertisers craft a control group mirroring the test group via advanced statistical techniques and user data—without physically splitting these groups per campaign. This offers an accurate, statistically identical comparison, eliminating costs tied to running PSAs for control group creation, making A/B testing cost-effective.

Choosing a synthetic over a hold-out group stems from linear TV's unique nature, where budget decisions aren't at the individual level. Creating a pre-campaign hold-out plan with similar granularity and control proves challenging. In a landscape valuing accurate measurement, synthetic control groups give marketers a potent tool to confidently attribute observed lift to TV campaigns, minimizing control group expenses. This precise method empowers advertisers, unlocking traditional linear TV campaign potential, and facilitating data-driven decisions with unmatched confidence, optimizing marketing efforts for superior results.

Benefits of Incremental Lift Studies for Linear TV

 enhance the effectiveness of TV advertising campaigns in several ways:

Comparing statistically identical test and control groups enables the pinpointing of the true impact of a TV campaign, eliminating external influences for a clear cause-and-effect relationship.

Purpose-built Synthetic Control Group for TV: 

Our methodology ensures the synthetic control group mirrors the test group, considering demographics and viewership behavior, providing precise measurement while minimizing confounding factors.

Merging Linear TV Reach with Digital Attribution: 

Seamlessly combining the expansive reach of linear TV with precise, deterministic digital attribution offers a comprehensive picture of campaign performance, leveraging our viewership panel.

Confident Measurement of Incrementality Across Web Outcomes: 

Incremental Lift Studies facilitate the measurement of a TV campaign's incremental impact on various web outcomes, offering insights into actions such as website visits and app installs.

Identification of Incrementality Parameters: 

Dissecting campaign performance by network, daypart, and creative empowers advertisers to optimize targeting, maximizing the effectiveness of advertising efforts.

Simulmedia's Incremental Lift Studies provide advertisers with a comprehensive, flexible, and precise approach to measuring the true impact of linear TV campaigns and making data-driven decisions for superior results.

Unlocking the power of Incremental Lift Studies for Linear TV

 effectively, grasp the essentials of initiation and result interpretation. Follow this guide for a seamless experience:

Activate the SM Pixel on your website or employ Kochava integration for in-app events.

Share target metrics with your client success manager.

Define your target audience and intended budget; consult your client success manager.

Notify your client success manager about your interest in an Incremental Lift Study.

We create a synthetic control group by simulating a plan on unexposed households, matching them to your network allocation and exclusion list.

Interim results will be accessible in a Tableau dashboard after two days.

Your dedicated Customer Success Manager will share the final report shortly after the attribution window ends.

Results are finalized at the attribution period's end; expect no further dashboard updates.

The dashboard details the linear TV campaign summary, including incremental lift %, incremental conversions, and the cost per incremental conversion. Remember that "conversions" represent the action you chose to track – which could be website visits, app installs, or actual purchases and transactions.

The dashboard provides a side-by-side comparison of the control group attributes versus the test group attributes.

Drill-downs to the network level provide insights on publishers delivering more incremental lift, facilitating plan optimization. Breakdowns are also available per daypart and creative.

With these insights, embark confidently on your journey into Incremental Lift Studies for Linear TV, unlocking valuable information for better results.

Unveiling the mechanics: How Incremental Lift Studies work

Curious about the inner workings of Simulmedia's 

? Let's delve into the process that empowers marketers to confidently uncover the true impact of their TV campaigns.

We kick off by setting up the SM Pixel on the client's website or integrating with Kochava for mobile app attribution. After the campaign, we analyze impressions on our viewership panel to assemble the 'exposed' group.

Step 2: Creating the Synthetic Control Group.

With the exposed group in sight, we simulate media plans adhering to the campaign's criteria to craft a synthetic control group—no need to physically split groups per campaign, saving costs.

Step 3: Ensuring Statistical Representativeness.

Demographic data overlays both groups, ensuring shared characteristics. Our post-stratification algorithm guarantees statistical representativeness in geographic location, demographics, and viewership patterns.

Step 4: Running Deterministic Attribution.

We finalize by running deterministic attribution at the Household IP level, using the Simulmedia Pixel or MMP integrations for conversions, precisely measuring the TV campaign's impact.

We compare conversion rates between the test (exposed) group and the synthetic control group, providing a clear view of the incremental lift generated by the TV campaign.

To guarantee the representativeness of both groups, we employ advanced methods:

We create multiple simulated plans to ensure the control group mirrors the viewing habits of the test group. This rigorous process eliminates individuals unlikely to have seen your ad, such as cord cutters or households on your suppression list.

Simulmedia applies sophisticated techniques, including Weighted Attribute Matching, ensuring the control group shares the same demographic and geographic attributes as the test group, leaving no room for discrepancies.

With these meticulous methods, Simulmedia ensures Incremental Lift Studies provide unparalleled precision and statistical representativeness. This rigorous approach empowers advertisers to confidently attribute observed lift to their TV campaigns, setting us apart in the industry. Marketers can optimize their traditional linear TV campaigns with unwavering confidence, leading to superior results

Unlock the future of TV measurement with Simulmedia's Incremental Lift Studies

 equip you with the tools to unlock your TV campaigns' true impact. Bid farewell to uncertainty and embrace the future of measurement. By leveraging this innovative feature, you can make informed decisions for better results, elevating your marketing efforts. Don't let uncertainty hinder you from harnessing the incredible power of TV advertising. The future of measurement is here, and it's time to embrace it.

Ready to elevate your TV advertising? Reach out to your dedicated Customer Success Manager or email us at 

 to learn more and get started. Your success in the world of TV advertising awaits.

Traditional linear TV remains a vital channel for broad audience engagement and impactful creatives. However, in the data-driven marketing era, measuring the true impact of these campaigns on crucial metrics is challenging. Marketers struggle to understand how TV ads influence actions like website visits amid a complex marketing landscape with multiple competing channels. The rise of CTV adds further complexity. While Simulmedia offers "Incremental Lift Studies for CTV," this blog focuses on challenges unique to traditional linear TV advertising. Simulmedia's Incremental Lift Studies for Linear TV provide clarity by disentangling the web of advertising influences.

Measure the true impact of TV with incremental lift measurement

An integrated omnichannel strategy serves as the foundation for success in the modern marketing world. This guide takes a deep dive into the complexities of crafting an effective 

, showcasing its pivotal role within the overarching omnichannel approach. Understanding the essential nature of an omnichannel strategy, tailored to ensure a consistent brand experience across diverse channels, is crucial for engaging today's multifaceted consumer.

 underscores, the proliferation of smart TVs has reached an impressive 61.9% in H1 2023, indicating a 5 percentage point YoY increase and a substantial surge from 43.1% in 2019. These numbers underscore the ubiquity of smart TVs, now a dominant force in households across income levels.

Furthermore, the data illuminates the significant surge in average US time spent consuming online TV and streaming, reaching 1:50 in H1 2023. This noteworthy statistic positions the US as the second-highest among tracked countries, trailing only Saudi Arabia. The upward trajectory in time spent with online TV and streaming, soaring by 34.1% since 2019, highlights the growing influence and appeal of CTV.

The eMarketer insights also reveal the pervasive nature of on-demand and streaming service viewership across demographics, transcending age, income, and household locations. Notably, Gen Zers lead the charge with an impressive penetration rate of 97.4% for ages 16 to 24. Even age cohorts traditionally considered below the tech adoption curve, such as ages 55 to 64, boast a robust 87% penetration. As we delve into how to integrate CTV strategy into your omnichannel strategy, these statistics underscore the profound reach and impact this channel brings to the forefront. Now, let's explore the practical steps to harness the potential of CTV in your comprehensive marketing strategy.

Let’s start with the basics – de-siloing the two major TV platforms. Understanding the synergies between Connected TV (CTV) and traditional linear TV is a smart onramp to crafting an integrated marketing campaign. Rather than being adversaries, these channels can be powerful partners, each bringing its unique strengths to the table. Linear TV, with its expansive reach, continues to be a juggernaut, capturing the attention of diverse audiences. In contrast, CTV offers a more personalized viewing experience, allowing advertisers to tailor content to specific audience segments.

Our TV+ advertising platform sheds light on the current landscape, revealing that the total time spent by P2+ on Linear TV and ad-supported Connected TV is 3 hours and 54 minutes. Notably, 79% of this time is dedicated to Linear TV, highlighting its enduring significance. However, the remaining 21% on ad-supported Connected TV signifies a substantial and growing share, underscoring the increasing relevance of CTV in the media landscape.

Further insights from our platform emphasize the nuanced viewing habits of households. Approximately 27% of households are exclusively reachable through ad-supported CTV, indicating a trend of cord-cutters or cord-nevers. On the flip side, 57% of households are reachable by both Linear and Connected TV, illustrating the hybrid nature of many households' TV setups. Notably, CTV proves to be a more efficient avenue for reaching a significant portion of this audience.


Crucially, consumers perceive it all as TV, and this perspective necessitates a holistic approach for marketers. Achieving a comprehensive view of their entire TV campaign becomes imperative, incorporating de-duplicated cross-channel reach and frequency metrics. This approach enables marketers to measure performance across the entire spectrum of TV, ensuring a nuanced understanding of their campaign's impact and efficiency. As we delve into the integration of CTV into the broader marketing strategy, these insights illuminate the evolving dynamics of the TV landscape.

Integration with Overall Marketing Strategy

To harness CTV's full potential, it's imperative to seamlessly integrate it into your broader marketing strategy. As your messaging unfolds across the immersive CTV landscape, aligning with your brand's storytelling ethos, it simultaneously harmonizes with strategies on other owned, earned, and paid channels. This cohesive messaging approach ensures a consistent brand narrative that resonates across channels.

The precision applied to audience targeting in social media campaigns can enhance your approach by refining audience segmentation for CTV. When you use precise targeting on social media to reach specific demographics or interests, you can apply these refined audience segments (when available from 3rd party audience providers) to your CTV targeting strategy. This alignment not only improves audience engagement but also streamlines the execution of marketing initiatives. It ensures that your CTV campaigns are more focused and resonant, reaching the right viewers with greater efficiency.

Moreover, overarching campaign objectives should be a shared beacon guiding each channel, whether it's fostering brand awareness, driving sales, or highlighting a specific product. This comprehensive alignment isn't just about uniformity—it's about crafting a holistic customer journey. Understanding CTV's role in the broader narrative allows strategically placed touchpoints to seamlessly integrate with other channels, crafting an interconnected experience that resonates throughout every customer interaction.

Creative Synergies and Cross-Channel Impact

Unlock the full potential of your creative assets by seamlessly integrating them across channels. Repurpose engaging CTV creatives in other platforms such as social media or display advertising to amplify your message. This not only ensures a consistent brand narrative but also maximizes brand visibility across diverse touchpoints.

Moreover, it's not just a one-way street. Consider leveraging user-generated videos from your influencer channels as valuable raw materials for your CTV creative. This bidirectional approach allows you to tap into the authenticity of user-generated content while maintaining a cohesive brand story.

Integrating CTV with your social media strategy means combining the strengths of both channels to create a more powerful and cohesive brand presence. By aligning your CTV campaigns with your social media efforts, you ensure that the messages and stories you tell on each platform work together harmoniously. This coordination fosters a stronger connection with your audience, making your brand more memorable and impactful. In essence, it's about using the unique advantages of CTV and social media in tandem to provide viewers with a complete and unified brand experience.

But it doesn't stop there. CTV creative isn't confined to the TV screen; it can be a catalyst for actions on other devices. Drive viewers to your website or a landing page specific to a TV promotion, building retargeting pools for other channels. Incorporating QR codes in CTV creatives further minimizes friction across devices, creating a seamless user journey and amplifying cross-channel impact.

Attribution and Media Mix Modeling Across Channels

Understanding the impact of Connected TV (CTV) within your broader marketing mix is crucial for effective attribution and media mix modeling. Attribution in CTV involves assessing how specific touchpoints contribute to the customer's journey and identifying the role CTV plays in driving actions. Media mix modeling, on the other hand, evaluates the overall effectiveness of different channels in influencing audience behavior. In an integrated marketing campaign, various channels work synergistically, contributing touchpoints that collectively persuade the audience to take desired actions.

In the context of CTV attribution, it's essential to embrace multi-touch attribution models. These models go beyond simplistic, single-channel measurements, recognizing that customer journeys are complex and involve interactions with multiple channels. By examining touchpoints across different channels, including CTV, marketers gain a more nuanced understanding of how each contributes to the conversion process. Multi-touch attribution provides insights into the interplay between CTV and other channels, helping marketers identify patterns and refine strategies.

Media mix modeling takes a holistic approach, considering the cumulative impact of touchpoints across diverse channels. Evaluating the combined influence of CTV, display advertising, paid search, and other channels provides a comprehensive view of the marketing ecosystem. Marketers can then make informed decisions about budget distribution and optimize campaigns based on the collective impact of these touchpoints. This integrated approach ensures that CTV attribution is part of a broader strategy, recognizing the interconnected nature of touchpoints in the customer journey and maximizing the impact of every channel in the marketing mix.

Embrace the Versatility of Connected TV in Modern Marketing

Connected TV is a versatile and indispensable tool in modern marketing, seamlessly integrating into your broader strategy. By understanding its complementarity with linear TV, cross-device engagement capabilities, and potential for creative synergies, you can unlock the full potential of CTV. As the marketing landscape evolves, CTV stands as a practical and indispensable asset for brands aiming to connect with their audience across multiple touchpoints.

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An integrated omnichannel strategy serves as the foundation for success in the modern marketing world. This guide takes a deep dive into the complexities of crafting an effective Connected TV (CTV) strategy, showcasing its pivotal role within the overarching omnichannel approach. Understanding the essential nature of an omnichannel strategy, tailored to ensure a consistent brand experience across diverse channels, is crucial for engaging today's multifaceted consumer.

Strategic Integration: CTV Marketing Strategy in the Omnichannel Landscape

With the growing complexity of digital advertising, crafting an effective streaming strategy is more crucial than ever. A well-defined 

 not only propels your brand into the spotlight but also ensures that every investment, message, and campaign aligns seamlessly with overarching goals. It helps you focus on what’s important. In this comprehensive guide, we'll delve into the core components of building a streaming strategy that not only captures attention but drives meaningful results. From defining goals to outmaneuvering competitors, we'll unravel the secrets to a robust streaming strategy.

What is Strategy, and Why Does it Matter?

At its core, a strategy is the blueprint that guides your efforts, aligning every move with your business objectives. Precision is paramount in streaming advertising, so a well-crafted streaming strategy ensures that your campaigns resonate cohesively with your audience, maximizing impact and ROI.

The Building Blocks of a Streaming Strategy

1. Why (Goals): What is the Ultimate Goal of My Streaming Campaign?

At the heart of any streaming strategy lies a clear understanding of your goals. Are you aiming for brand awareness, increased traffic, boosted sales, or perhaps app installations? Defining these goals provides a roadmap for your entire campaign. Your goals act as the guiding star, shaping every decision and tactic in your streaming strategy.

When it comes to measuring success in streaming, key performance indicators (KPIs) such as site visits, revenue generated from users exposed to CTV ads, and return on ad spend (ROAS) become essential benchmarks. For instance, if your primary goal is brand awareness, you might track metrics like unique reach and frequency to ensure your message is resonating with a broad audience. On the other hand, if your focus is on driving sales, KPIs such as conversion rates and attributed revenue can gauge the impact of your streaming efforts on the bottom line.

A well-defined strategy not only propels your brand into the spotlight but also ensures that every investment, message, and campaign aligns seamlessly with overarching goals. It helps you focus on what’s important. In this comprehensive guide, we'll delve into the core components of building a streaming strategy that not only captures attention but drives meaningful results. From defining goals to outmaneuvering competitors, we'll unravel the secrets to a robust streaming strategy.


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