Advanced Television

Roku announces Primetime Reach Guarantee Ahead

April 19, 2023

Reach more TV households in primetime than you can find on the average program airing on a top-five cable network is Roku’s new Primetime Reach Guarantee ahead of the TV Upfronts.

Marketers have long valued TV advertising for its ability to reach large audiences quickly. Today, brands are shifting advertising spend to TV streaming to follow the consumer. According to eMarketer, the daily average time spent with TV streaming devices by U.S. adults increased by 25 percent in the past two years. However, advertisers have lacked assurance that their TV streaming campaigns will accumulate audiences quickly during key brand moments, such as holiday shopping weekends and big product launches.

Now, Roku says Primetime Reach Guarantee brings a key benefit of cable advertising to TV streaming advertising. To get started, marketers choose a primetime date. Roku then prioritises delivery to unique households across The Roku Channel and the additional top 100 channels on the platform.

In a pilot with one financial services brand, Roku reached more TV households during the one-day flight during primetime (8:00-11:00 PM locally) than an average programme on a top-five cable network. Total household reach was 15 per cent greater with Roku, helping the brand reach more prospective account holders during a key moment.

“This is a best-of-both-worlds solution to make brands unmissable,” said Kristina Shepard, Co-Head of US Brand Sales, Roku. “TV streaming has long brought precision and measurement to the largest screen in the home. Now, marketers can launch campaigns knowing they will deliver meaningful reach and impact quickly, too.”

This new offering from Roku is available to buy directly from Roku, including programmatically through OneView.

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