It’s no secret that today’s TV viewers are watching less linear TV and streaming more.
Cord-cutting is accelerating, and many young consumers are opting to never start a cable subscription, creating a growing population of viewers that cannot be reached through traditional TV.
With this shift in landscape, marketers are looking to extend their traditional media spend on streaming platforms to reach viewers who watch less or no TV, since these viewers are hard to reach with traditional ad buys.
Hulu is a great place to reach those “hard to reach” viewers. Not only does Hulu allow advertisers to reach a cordless, light TV audience, who often have not seen their ads on traditional TV, but Hulu also offers premium content served in a brand safe environment, a lighter ad load than traditional TV, and consumption that eclipses most other OTT apps. And Hulu now has more than 58 million ad-supported unique viewers.
Cordless & Light TV Viewers are on Hulu (& Growing)
More than half of Hulu viewers are either light linear viewers or non-viewers of TV. And Hulu’s cordless audience is growing, reaching 21 million cordless ad-supported viewers – all of whom cannot be reached on linear TV.
At the campaign level, based on an average of multiple extended reach studies conducted with Nielsen, 85% of viewers who saw a campaign on Hulu are considered light linear TV viewers (up +5 percentage points from the previous benchmark).
Half of the Viewers Who Saw Your Campaign on Hulu Never Saw it on TV
Across our incremental reach norms, we see that 53% of viewers who saw a campaign on Hulu never saw the campaign on TV.
Hulu’s ability to extend the reach of traditional TV campaigns is demonstrated across a wide range of brands:
Hulu Success Story: Kroger
In a recent national campaign for Kroger’s Simple Truth, the brand saw 82% exclusive reach on Hulu for their target demo of people A25-54.
In addition, 95% of viewers reached by the campaign were light linear TV viewers (i.e. viewers with little exposure to linear TV).
Kendra Clune, Associate Media Director for Kroger, shared:
“Our customers don’t differentiate between linear and OTT, and it’s more difficult to reach our younger customers through linear, so we’ve adjusted our media planning and buying approach to look at video more holistically and to maximize reach across all formats. The landscape is still fragmented and most providers have limited scale, so we are leaning in with select partners that can provide the scale and incrementality Kroger requires.”
Hulu Success Story: Lexus Tier 2 Auto
In a recent locally targeted campaign for Lexus, the brand saw 72% exclusive reach on Hulu and 83% of the campaign audience consisted of light TV viewers.
Linda Ranieri, Lexus Dealer Association, Media Director, shared:
“As marketers, we know the video landscape is evolving and fragmenting across more consumer choices for video consumption. The LDA invested streaming dollars with Hulu because the platform allowed us to target our customers in local markets to deliver commercials within premium, brand-safe content. Hulu’s capability to provide an in-demo guarantee based on Nielsen was also important to us. We take a holistic approach to video, combining streaming delivery with traditional broadcast/cable for an overall video communications goal. The XCR studies – we have participated in two – empowered us to illustrate to our clients the importance of taking a holistic approach to video. Both studies showed that a significant majority (over 65%) of Hulu viewers we reached had not seen our ads on traditional television. Hulu provided critical exposure for our client amongst light TV viewers and cord cutters/cord-nevers.”
Success Story: DTC Brand
In a recent campaign for a DTC brand, the brand saw 72% exclusive reach on Hulu. Overall, 85% of the campaign audience consisted of light TV viewers.
Hulu’s Campaign Reach Studies Are Third Party Verified
Measurement of Hulu and linear TV reach is conducted by Nielsen, via Nielsen’s Extended Reach Study (a custom study commissioned by Hulu) which measures a campaign’s reach across platforms. Hulu’s relationship with Nielsen enables them to measure exposure across the Hulu audience. This exposure is then matched with Nielsen’s industry standard TV data and to Nielsen’s Cross Platform Homes panel, enabling calculation of a campaign’s total and de-duplicated reach across television and connected TV platforms.
Source (1): Nielsen Extended Reach
Source (2): comScore Custom Ad Supported Uniques, Rolling 6 month Average, March 2019 blended with MRI Cord Evolution, Feb 2019
Source(3): Scarborough (light or non-viewers of TV statistics)