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95% of linear TV ad impressions reach 55% of viewers
15 March 2022
95% of linear TV ad impressions reach 55% of viewers
TV & Connected TV audiences TV & Connected TV planning & buying Australia

About 95% of linear TV advertising impressions were served to just 55% of viewers in Q4 2021, according to smart TV data from viewership company Samba TV across Australia, Germany, the UK and the US.

As a result, light viewers make up 45% of households but receive just 5% of linear TV ad impressions. This varies from 3% in the US to 6% in Germany.

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