7 Just Because Viewers Are Defining their 03 Own ‘Primetime’, Doesn’t Mean You Aren’t 04 in Control 05 06 While television’s Golden Days targeting tactics like primetime roadblocking may be over, linear TV still provides a great opportunity for successfully connecting with 07 audiences. The key is to learn to augment different platforms with one another and view your campaigns holistically. 08 09 Strategic Tips to Reach Time-Shifted Audiences 10 • First-party TV data sheds light on the shows and categories that might provide higher percentages of live or same day viewers and those that tend to be watched time-shifted. Factor these realities 11 into your media plans and focus linear dollars on categories where live viewership stands the test of time (shifting). 12 • Leverage viewership segments of heavily time-shifted shows to reach these same audiences on 13 additional platforms. • Look for a TV data provider that can provide granularity of whether viewers specifically saw your ad 14 or not, regardless of whether they watched a particular show time-shifted. 69% 77.7% 0.2% Shifted Shifted Shifted 31% 23.3% 99.8% Live Live Live White Lotus Last Week Tonight The Today Show