Connected TV Incremental Reach Planner

Quantify the incremental reach your connected TV campaign will add on top of linear. Provide the size of your target, linear reach, and the share of holdouts streaming can capture to expose unique households, total reach percentage, and optional cost efficiency metrics when you include budget and CPM assumptions.

Size of the audience you want to reach across linear and streaming.
Percent of the audience that linear TV already reaches in the flight.
Share of households missed by linear that CTV can uniquely reach.
Optional. Enter planned spend to see cost per incremental household.
Optional. Provide expected CPM to estimate impressions delivered by the budget.

Validate reach assumptions with your measurement provider before finalizing spend.

Examples

  • 2,500,000 households, 62% linear reach, CTV captures 45% of holdouts, $850,000 budget, $38 CPM ⇒ Linear TV reach: 1,550,000 households (62.00%) • Incremental CTV households: 427,500 (17.10% of total audience) • Total unique reach after CTV: 1,977,500 households (79.10%) • CTV budget: $850,000.00 • Cost per incremental household: $1.99 • Estimated impressions from CTV spend at $38.00 CPM: 22,368,421
  • 1,200,000 households, 48% linear reach, CTV captures 55% of holdouts, budget/CPM blank ⇒ Linear TV reach: 576,000 households (48.00%) • Incremental CTV households: 343,200 (28.60% of total audience) • Total unique reach after CTV: 919,200 households (76.60%) • CTV budget left blank — cost per incremental household not calculated. • CTV CPM or budget missing — impression estimate skipped.

FAQ

How should I pick the holdout coverage percentage?

Use historical deduplicated reach studies or partner forecasts showing what share of linear gaps your streaming mix closes.

What if my total unique reach exceeds 100%?

The model caps unique households at the total audience size, so if your inputs overshoot 100% reach you will see saturation reflected.

Can I include frequency goals?

Add CPM and budget to infer impressions, then divide by incremental households for a directional frequency on the streaming portion.

Does this account for overlap between streaming partners?

No. Blend or reduce the holdout percentage if you know multiple publishers duplicate the same connected TV households.

Additional Information

  • CTV holdout coverage measures how well streaming reaches homes that linear TV misses, not gross streaming reach.
  • Combine reach percentages with verified audiences from Nielsen, VideoAmp, or iSpot to stay aligned with third-party measurement.
  • Use CPM and budget inputs to turn reach projections into a cost-per-incremental-household benchmark for future flights.

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