As a global leader in data analytics and consumer credit reporting, Experian empowers consumers to protect, understand, and improve their credit. With its new Smart Money Debit Card, Experian is helping people build their credit responsibly without incurring debt.
The challenge
To generate buzz for its Smart Money Debit Card, Experian aimed to reach a large TV audience during primetime, 8 to 11 PM from Monday to Friday. Marketers at the company knew that they had to reach the growing audience of TV streamers who are simply unreachable via traditional TV. In 2022, pay TV providers in the U.S. lost nearly 5.9 million subscribers, and a majority of U.S. households (53%) have either cut the cord or never purchased pay TV such as cable or satellite.¹ As a result, 36% of households rely solely on internet connections to access TV.
TV streaming, on the other hand, reaches 74% of the crucial 18-49 age demographic, compared to 61% for traditional TV.² With these stats in mind, Experian looked for a partner who could help them with an ambitious goal: surpass the reach of top cable channels during the coveted 8 to 11 PM primetime slot.
The campaign
The approach
Experian joined forces with Roku, using Roku’s Primetime Reach Guarantee to ensure its unique household reach across The Roku Channel and 100 other top channels would surpass that of an average program airing on a top-five cable network during primetime.
Primetime Reach Guarantee brings a key benefit of cable advertising to TV streaming. To get started, Experian chose a primetime date. Roku then prioritized delivery to unique households across The Roku Channel and the additional top 100 channels on the platform.
The results
Roku’s Primetime Reach Guarantee massively expanded Experian's TV household scale. The campaign achieved reach that was 43% greater than the average program airing on a top-five cable channel. Furthermore, Experian’s primetime streaming ad reached a total of 3.5 million people, ranking as the second highest-reaching primetime viewing on the day it ran — after Monday Night Football.
Particularly impressive was Experian’s reach among people ages 18-34 on Roku (1.16 million), which surpassed the average primetime viewership on any broadcast or cable network over the preceding 30 days.³
“Collaborating with Roku enabled us to maximize our reach and effectively communicate our message about building credit without debt. The results are a testament to the effectiveness of meeting TV streamers in their own space and leveraging Roku’s innovative advertising offerings.” - Steve Hartmann, Head of Integrated Marketing, Experian Consumer Services
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¹ Statista | Dec 18, 2023
² Roku Analysis of Nielsen Data, 2022
³ Nielsen Q3’23 and Roku Internal Data
