Tubi & TVSquared Reveal Key Unique Reach Findings Across Large-Scale Advertisers

TVSquared Joins Tubi’s Certified Measurement Partner Program for Converged TV Measurement

Tubi, a division of FOX Entertainment, and TVSquared, the global leader in converged TV ad measurement and attribution, have released key findings detailing the unique reach achieved by advertisers across industry categories. From automotive and QSRs, to CPGs and entertainment, the addition of streaming ads consistently shows strong incremental reach beyond linear, proving the value of adopting a converged TV strategy.

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“We’re thrilled to have TVSquared join Tubi’s Certified Measurement Partner program, giving brands actionable insights across the marketing funnel from reach to awareness, favorability, consideration, conversion and retention”

As part of Tubi’s Certified Measurement Partner program, TVSquared helps to bring together OTT and linear viewership and ad occurrence data, representing Tubi’s massive streaming footprint. TVSquared’s consistent, automated approach to the measurement of OTT and linear impressions, combined with its massive coverage of the total TV media universe, enable advertisers to unlock an accurate picture of unique household reach beyond linear.

For its first OTT campaign, longtime linear advertiser Winn-Dixie partnered with Tubi on buys that would reach targeted audiences in key markets. Through TVSquared’s platform, Tubi worked with Winn-Dixie and its agency, USIM, to understand audience overlap and inform optimizations. At the end of the campaign, 79% of Tubi households reached were incremental to linear, and 54% of exposed audiences visited Winn-Dixie’s website.

Key results and findings from clients in other industry categories include:

• Automotive: A European luxury automotive retailer turned to Tubi to extend the reach of its messaging to specific streaming audiences. Through continuous and transparent measurement via TVSquared, 89% of Tubi households were incremental to linear, with only 3% overlap between its streaming and linear campaigns.
• Entertainment: Leading up to the theatrical release of a summer blockbuster, a global entertainment brand tapped Tubi to help promote the film to audiences outside of its extensive linear buys. The result of its campaign was 84% of Tubi households were unique from linear.
• CPG: Promoting its sports beverage line, a global CPG’s Tubi campaign resulted in a whopping 95% of Tubi households being incremental to linear.

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“Leveraging Tubi for incremental reach to the linear audience intuitively makes sense, but being able to prove out its value through TVSquared was the selling point,” said Joe Sebolao, Director, Starcom. “Ultimately, 93% of the linear impressions delivered through Tubi were incremental to TV, proving out the value of the partnership and allowing us to further our client’s video strategy on future campaigns.”

Working in lockstep with Tubi to quantify the unique reach that OTT delivers to advertisers beyond linear, TVSquared also provides always-on, census-level insights for reach, frequency and outcomes to prove the value of OTT and inform campaign optimization and audience activation.

“Advertisers – both digitally native and more traditional brands like automotive and CPG – are leaning into streaming to reach the growing audiences that are unreachable through linear alone,” said Jo Kinsella, President, TVSquared. “As OTT continues to become a primary component of today’s media mix, we remain committed to delivering measurement innovation that meets the needs of the converged marketplace, and that ultimately drives greater TV investments across all forms of video advertising.”

“We’re thrilled to have TVSquared join Tubi’s Certified Measurement Partner program, giving brands actionable insights across the marketing funnel from reach to awareness, favorability, consideration, conversion and retention,” said Mark Rotblat, Chief Revenue Officer, Tubi. “In partnership with TVSquared, we have already unlocked insights for a number of brands that showcase complementary and incremental reach across linear and streaming investments.”

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