10 Light and Medium TV Viewers Provide 03 Opportunity For Incremental Reach 04 05 As more people cut the cord and engage less with linear TV, the proportion of linear ads that reached Light TV viewers plummeted to just 7% during the second half of 2022. 06 While half of Americans were underreached or not reached at all, the other half were bombarded by more than 100 television ads daily, driving ad fatigue among the 07 overexposed. The need to drive incrementality and reach unique audiences, while also managing frequency to avoid consumer burnout, has never been more urgent. 08 The good news is that the Light and Medium TV Viewers, under-represented in legacy TV 09 measurement, provide a great opportunity for incremental reach. The key is in knowing how and where to reach these elusive audiences. 10 11 Strategic Tips to Reaching Light and Medium TV Viewers 12 • Supplement your linear advertising with an omniscreen OTT strategy that broadens campaign 13 reach to Light and Medium TV viewers. • Buy inventory on connected TV apps that help you reach viewers you can’t find on linear TV. 14 • Activate TV data against these audiences to reach them on addressable digital devices. • Leverage TV viewership of popular OTT content segments targeting them through social platforms. 146 Avg. number of linear ads seen per day by the top 55% of TV viewers 14 Avg. number of linear ads seen by the bottom 45% of TV viewers