TV remains key in achieving campaign reach

Rob Clapp

An overview of targeted cross-platform campaign reach for TV and digital by age group in the United States.

TV remains the primary driver of audience reach in cross-platform campaigns, according to the latest data from Nielsen. Nearly 30% of 18-34 year olds were reached only by the TV element of the campaign, higher than the reach for digital only and the TV and digital aspects together. This lead for TV is larger for the 35-49 group, where 48% were reached by TV only, 5% by digital only and 16% by both elements.

Despite the campaigns targeting 18-49 year olds, average reach for those aged 50+ was nearly three-quarters. Indeed, a higher share of the 50+ group saw the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands