T-Mobile Reaches the Light TV Viewer on Google + YouTube

2.2012 | North America

U.S. consumers in homes with broadband Internet and free, broadcast TV stream video twice as much as the general cross-platform population. They also watch half as much TV. So how can marketers reach light TV viewers? T-Mobile teamed up with Google, YouTube and the Nielsen TV & Online Panel to measure their campaign and found:

  • More than half of online TRPs were delivered to light & light medium TV viewers. TV failed to reach 80% of the lightest TV quintile (w/ only 3% of impressions).
  • With 12% of the budget, online delivered 24% of the TV reach.
  • YouTube/GDN added 4.4% incremental reach (~5.8mm adults 18-49) at 73% less than the cost of TV.
  • Cost Per Point overall was 63% more efficient and to desirable tech savvy audiences is more efficient on YT than on TV.
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