The proportion of ads reaching light viewers on linear TV in the UK fell to just 8 percent in H2 2022, according to Samba TV’s latest State of Viewership report. A similar trend emerged in Germany, with the light TV viewership seeing an average nine ads per day. That means 91 percent of linear TV ads reached the same 55 percent of audiences. “The need to drive incrementality and reach unique audiences, while also managing frequency to avoid consumer burnout, has never been more urgent,” added Samba TV.
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