Source: Samsung Ads Proprietary Data
The Rule of 40 evolved
Introduction
With our industry-leading in sights, Samsung Ads
is in a unique position help advertisers navigate
the evolving landscape. Several years ago, we first
demonstrated the need to move TV budgets to
CTV with our "Rule of 40,"which called for shifting
40% of budgets to CTV to achieve total reach of US
viewers. Since then, we've helped countless
advertisers understand that TV advertising
requires a strategic share of budgets across linear
and streaming.
Yet, viewing behaviors continue to shift and for
most Americans, streaming is now the first choice
when they turn on the TV. It's time for advertisers
to rethink their media strategy. Linear advertising
is now insufficient to reach this Streaming-Centric
audience or achieve significant scale. CTV should
be the foundation of an efficient and effective
reach strategy for TV advertisers.
Viewing starts
with streaming
Even at 1,000 GRPs,
Translating to 52%
of all TV households.
Linear TV
misses 80%+
of the
Streaming-
Centric
audience
Get in touch at adsales@samsung.com
Between 2022 and 2023, the
proportion of Samsung households
that spend more than half of their
time with streaming grew by 5
percentage points.
Nearly two-thirds of viewers make
streaming their go-to viewing
option.
1
2
More Americans are making streaming
their first choice
We need a new planning playbook for the
Streaming-Centric era
Using the delivery of 15 ad campaigns
based on our linear TV ACR data, we
calculated reach curves to
Streaming-Centric viewers. The
results demonstrate that even at 1,000
GRPs, linear media plans reach fewer
than 20% of this audience.
62%of Samsung
households are
Streaming-Centric
2022
2023
100 1000
Reach10.1%
16.6%
Linear Ad Reach to
Streaming-Centric Viewers
Source: Samsung Ads Proprietary Data Get in touch at adsales@samsung.com
CTV, with its multiple ad formats, reaches both ad avoiders and
acceptors to help you reach your audience quickly and efficiently.
Start your media planning
with CTV to ensure you reach
the 2/3rds of TV viewers that
are Streaming-Centric
3 Start with streaming
Get in touch
today
Learn more about how
Samsung Ads can help
you craft a more effective
meaning strategy that
starts with streaming.
Key takeaways
Source: Samsung Ads Proprietary Data Get in touch at adsales@samsung.com