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Want to reach more TV households in primetime than you can find on the average program airing on a top-5 cable network? Now you can, with Roku’s Primetime Reach Guarantee.
As the #1 TV streaming platform in the U.S., Canada, and Mexico, Roku and its 70 million active accounts bring marketers scaled streaming audiences of a size previously found only in cable.¹
To help our advertisers take advantage of this scale, we’re excited to make a first-of-its kind offering — an assurance that their primetime buy will reach scaled households in a short time window available to advertisers ahead of this year’s TV Upfronts.² Primetime Reach Guarantee can be bought directly from Roku, including programmatically through OneView.
What does this mean for advertisers?
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. In fact, the daily average time spent with TV streaming devices by U.S. adults increased by 25 percent in the last two years.³ 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, Primetime Reach Guarantee brings a key benefit of cable advertising to TV streaming. To get started, marketers choose a primetime date. Roku then prioritizes delivery to unique households across The Roku Channel and the additional top 100 channels on the platform. If there is any shortfall in planned reach, Roku will make whole the additional TV households for the campaign.
How a financial services brand increased reach with Roku
In a pilot with one financial services brand, Roku reached more TV households during the one-day flight during primetime (8:00 to 11:00 PM locally) than an average program on a top-5 cable network. Total household reach was 15% 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.”
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¹ Based on hours streamed, Dec 2022, Hypothesis Group
² Average program household reach across Top 5 Cable Networks during primetime in Q4’22
³ eMarketer
