6 Your Ticket to the Tentpoles 03 04 Tentpole TV events - the last bastions of broad linear TV reach - present different but equally frustrating challenges: limited inventory, decreasing viewership, and prohibitive 05 pricing. After all, how many brands can afford $7 million for a single thirty-second Super Bowl commercial? 06 Given that tentpoles are less susceptible to time-shifted viewing, their allure as part of 07 your annual media strategy is all the greater. Missing out on an exclusive tentpole 08 sponsorship or simply being priced out of opportunities can leave you feeling a bit like 09 Strategic Tips for Tentpoles 10 • Target viewers of tentpole events on their addressable digital devices during and after the 11 broadcast in order to cost-effectively engage your target audiences. • Even ‘mini-tentpoles’ like a niche award show or sporting event are opportunities to target these 12 smaller, but potentially more engaging TV audiences. 13 • Utilize first-party TV data to understand where else to reach these audiences at a lower cost. Take 14 March Madness, most brands pour dollars into the men’s tournament when the women’s tournament viewership is surging and reaching more diverse audiences. Moreover, 76% of those who watched the women’s March Madness also watched the men’s tournament. • Measuring the success of your tentpole strategy is critical - understand the true impact of reaching these audiences on driving campaign performance and business outcomes.