95% of linear TV ad impressions reach 55% of viewers

An overview of linear TV advertising impressions by viewership segment.

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.

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