95% of linear TV ad impressions reach 55% of viewers | WARC | The Feed

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.

Why it matters