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.
Although heavy TV viewers make up just 20% of all households, they account for more than 60% of ad impressions. Medium viewers, who make up 35% of households, are served 33%.
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.
This has...