Q: What are Proximic’s Linear TV Viewership and Linear TV Ad Exposure audiences?
A: These custom segments help advertisers to reach audiences based on their linear TV consumption behaviors and are powered by Comscore's expansive TV footprint of more than 75 million TVs in more than 40 million households in the United States. Users can target viewers of specific series or target viewers who have been exposed to an ad for a specific brand or product.
Q: Can I build a custom audience containing users previously exposed to a local ad campaign?
A: Generally, Linear TV Ad Exposure audiences are only available for national campaigns. An exception is made for ads promoting political candidates and PAC-level political ads, in which case audiences are based on local ad exposure.
Q: What is the Linear TV Viewership and Linear TV Ad Exposure lookback window?
A: Linear TV Viewership and Linear TV Ad Exposure segments leverage viewership data from the most recent calendar months. If data from these months is unavailable, we expand the search to find any of the two most recent months containing data dating back to January 2020.
Q: How soon after airing is TV data available for use in custom TV Activation and what is the lookback timeframe?
A: Existing segments are updated, and new TV segments (Linear TV Ad Exposure Brand & Products, Linear TV Viewership, Political TV Ad Exposure Targeting Candidates) are made available in the Platform every Monday. The Monday update will account for airings that occurred between the last update through Wednesday of the previous week. For instance, an update taking place on Monday 12/9 will include new data from Thursday 11/28 - Wednesday 12/4.
Q: What are the key use cases for Linear TV Ad Exposure segments?
A: Please find details below:
- TV Retargeting – Create a Linear TV Ad Exposure audience targeting your brand to reinforce your messaging to consumers who previously viewed your linear TV ads.
- Incremental Reach – Reach incremental viewers by suppressing consumers who have previously been exposed to your linear TV ad.
- Competitive Conquesting - Reach audiences who have viewed a competitor’s linear TV ad, positioning your message to capture their attention and increase your share of voice.
Q: How is Proximic accessing viewership data for companies such as Netflix or Amazon?
A: Proximic by Comscore’s CTV Viewership segments are powered by Comscore’s industry-leading consented Total Home Panel. The Total Home Panel allows Proximic to passively measure all WiFi-connected devices within a household, providing direct insight into individual households’ streaming behaviors. CTV Viewership segments are available for all major streaming services, including Hulu, Amazon Prime, Netflix, Disney+, Paramount+, Peacock, Max and DirecTV.
Q: What is the definition used for Heavy and Light TV Viewers?
A: Comscore provides Syndicated HML segments to identify different levels of TV viewing. Light TV Viewers (tv_light) are the bottom 20% of monthly viewing hours, while Heavy TV Viewers (tv_heavy) consume the top 20% of viewing hours.
Q: Can I create Viewership audiences for TV shows that are available exclusively on streaming apps?
A: Yes, title-level streaming Predictive Audience segments enable advertisers to reach audiences based on series and movie streaming consumption behaviors, regardless of whether the content originates on streaming or linear.
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