February 3, 2022

Repeating Ads Wastes Billions and Annoys Viewers, Study Confirms

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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