Airing ads multiple times to reach desired audiences may be costing brands billions of dollars, and largely ineffective, new data from first-party connected TV measurement firm Samba TV revealed. The company found that 97% of all linear TV ad impressions delivered in the U.S. in the fourth quarter of 2021 reached the same 55% of audiences—a high-frequency subset that was shown to be less diverse, older and lower-income than the national average. The data is based on automatic content recognition (ACR) data from more than 46 million smart TVs worldwide. (ACR is a technology built into smart TVs that allows companies like Samba to know what’s on the screen at any given time.)
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