{"id":21065,"date":"2026-10-22T02:52:00","date_gmt":"2026-10-22T06:52:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=21065"},"modified":"2026-10-17T14:53:52","modified_gmt":"2026-10-17T18:53:52","slug":"count-me-in-the-case-for-total-tv","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/count-me-in-the-case-for-total-tv\/21065\/","title":{"rendered":"Count Me In – The Case for Total TV"},"content":{"rendered":"\n

By<\/em> Antonia Faulkner<\/em><\/a>, Senior Director of Ads Marketing, Analytics and Insights, EMEA at<\/em> Samsung Ads<\/em><\/a><\/p>\n\n\n\n

We know that television still fills the room. Ask almost any advertiser and they will tell you the audience is larger than ever, gathered around bigger, brighter TVs.<\/p>\n\n\n\n

What has changed is how that audience watches. Not so long ago, most viewing happened on linear channels at set times, so a TV plan was fairly simple to build and to count. Today, viewers move between broadcast channels, subscription apps, ad-supported streaming services and catch-up, often in the same evening. As a result, advertisers have to piece their reach together from lots of separate platforms, and each one measures its audience in its own way.<\/p>\n\n\n\n

This makes true reach hard to measure. The same household might see an ad several times across different services, while other viewers are missed entirely. The key is understanding how fragmentation has muddied the reach picture and how a single view of linear and streaming can reveal the audiences a plan is missing. By connecting that view across planning, activation and measurement, advertisers can turn those insights into something they can actually act on.<\/p>\n\n\n\n

When everyone counts differently<\/strong><\/h2>\n\n\n\n

Not long ago, planning a TV campaign meant a fairly small set of channels and a fairly stable set of assumptions. Reach was a known quantity. That certainty has eroded as viewing has splintered. The clearest signal came in 2025, when streaming overtook broadcast and cable combined for the first time in the US, according to Nielsen<\/a>, capturing a record share of total TV usage. Europe is on the same road.<\/p>\n\n\n\n

Meanwhile, linear\u2019s<\/a> share of TV viewing fell from 84% in 2010 overall to 40% in 2025 according to our Behind the Screens<\/a> data, as households added more apps and connected devices.<\/p>\n\n\n\n

TV has not shrunk so much as scattered. The audience is intact, and arguably larger than ever. The snag is that it now sits behind dozens of doors, and each one tends to count its own viewers in its own way. A single household might catch the same ad on a broadcast channel, then again inside a streaming app, then a third time on a free ad-supported service. Multiply that across a campaign and duplication quietly inflates the numbers, flatters the frequency and blurs any honest read of who was actually reached. So what can we do about it?<\/p>\n\n\n\n

After all, in a fragmented market, the value of an impression increasingly depends on whether it is finding someone new. If we can\u2019t distinguish duplication from incremental reach, we risk spending more to reach the same people rather than using the full breadth of TV to find the audiences we have not yet touched.<\/p>\n\n\n\n

Finding the people you haven\u2019t reached<\/strong><\/h2>\n\n\n\n

The way out of the maze is to see linear and streaming viewing through the same lens. Whatever service a viewer chooses, it all ends up playing on the same TV set. If both are measured there, with the same data, duplication stops being guesswork and starts being maths.<\/p>\n\n\n\n

For planners and buyers, the payoff is practical. Overlapping impressions can be netted out, so the reach figure on the media plan starts to resemble the reach that actually happened. Incremental audiences, the households a linear buy never touched, become visible and addressable rather than theoretical. This is where deterministic data earns its keep. At Samsung Ads, for example, we draw on real viewing data from over <\/a>75 million<\/a> Samsung Smart TVs in Europe<\/a>, which lets us stitch linear and streaming into one continuous picture of reach.<\/p>\n\n\n\n

There is a sell-side dividend as well, and it comes back to the buyer. Media owners that can show genuine, deduplicated reach across their linear and streaming inventory have a far stronger story to tell buyers, and a far better chance of being paid for the incremental value they bring. Clearer, deduplicated reach gives both sides of the table a more honest basis for talking about value.<\/p>\n\n\n\n

From guesswork to game plan<\/strong><\/h2>\n\n\n\n

A single view of reach is most valuable when it runs the length of the campaign rather than arriving after the credits roll. Traditionally, planning, activation and reporting have lived in separate boxes, each with its own data and its own idea of success. Pre-campaign forecasts leaned on one set of assumptions, in-flight tweaks on another, and the post-campaign report on a third, which made it hard to learn anything that carried from one stage to the next.<\/p>\n\n\n\n

Connecting those stages changes the whole process. This is the thinking behind what we call the \u2018total view\u2019 approach, which applies the same linear and streaming dataset from pre-campaign planning right through to post-campaign reporting. At the planning table, advertisers can forecast deduplicated reach and spot untapped audiences before a penny is committed. Mid-flight, they can chase incremental viewers and correct course while the campaign is live, not weeks after it has wrapped. And once it does wrap, the same lens can be laid over the results to show how audiences really behaved, what they were exposed to and where the next opportunity sits.<\/p>\n\n\n\n

When run as one continuous loop, each stage can feed the next. Yesterday\u2019s measurement becomes tomorrow\u2019s planning input, and the guesswork that has long dogged TV buying steadily gives way to evidence.<\/p>\n\n\n\n

Television has certainly not lost its pulling power. The audience is still vast and still worth chasing. What changed is that the tidy, countable screen of a decade ago fractured into many, and the industry has spent years trying to add them back up. Fragmentation may have made reach hard to see, but measuring linear and streaming on the same screen can net out duplication, surface the audiences a plan has missed and carry those insights from first plan to final report.<\/p>\n\n\n\n

The room is as full as it ever was. The task now is simply to see everyone in it. Manage that, and total TV becomes an advantage to press home, with one screen and many streams working at last as a single, countable whole.<\/p>\n","protected":false},"excerpt":{"rendered":"

We know that television still fills the room. 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