Maximising reach through Addressable TV
In this egtabite we head to France, where TF1 PUB teamed up with Orange France, a telco operator, to harness the power of Addressable TV (ATV) by specifically targeting the famously hard-to-reach viewers who don’t regularly watch TV. A study conducted by TF1 PUB demonstrates the potential that ATV has in maximising reach across TV advertising campaigns by reaching light-TV viewers.
The framework for the study was built using the Orange set-top box universe as a base, a total of over 2 million eligible Addressable TV set-top boxes. The Addressable TV spot used for the study excluded the primetime window (8 p.m. to 11 p.m.) and aimed to target households with low TV consumption. The linear TV campaign reached 602 GRP for the 25-49 target group* and the Addressable TV campaign achieved 1.3 million impressions amongst light-TV viewers.
Big boost from Addressable
The total campaign reach climbed to 82.5%. While the linear campaign made up the majority of ad exposures, 17.8% of viewers were served the Addressable TV campaign. By using Addressable to specifically target lighter-TV viewers, the campaign generated an incremental reach of 4.7%, composed of those viewers who were exposed to the Addressable ad exclusively. When looking at the campaign results, we see that 11% of households who were underexposed or not exposed to the linear TV campaign were reached by the Addressable TV campaign.
The addressable TV campaign generated 4.7% in incremental reach. TF1 PUB recently published the main results of its study and they can be downloaded here
Furthermore, the TF1 Group contributed strongly to the incremental reach in terms of the impressions delivered, TF1 Group represented 53% of the incremental reach but only 30% of Addressable TV impressions. When age groups are analysed, TF1 Group delivers many more ATV contacts to viewers under the age of 50.
What became abundantly clear in the study is that targeting light-TV viewers through Addressable TV is very effective in maximizing the reach of video campaigns. And the potential is huge, as 62% of Addressable reach is composed of viewers who are either underexposed or not exposed at all to linear TV. This potential is expected to grow even further, with primetime integration possible since summer 2021 and the current 2.6 million eligible set-top boxes set to increase, expanding the total targetable viewer base even further in France.
*Source: Mediametrie-Mediamat.
OTHER CASE STUDIES
A BIG-SCREEN STUDY FINDS STRONGER ATTENTION ON TV4 PLAY THAN ON YOUTUBE
24. 4. 2026TV4 just launched its third attention study, comparing the viewing experience on its streaming service (TV4 Play) with YouTube’s big screen experience at home. It confirms once again the assumption that the streaming environment provided by a qualitative TV network (BVOD) delivers a much bigger attention than UGC platforms, such as YouTube. An at-home test… Continue reading EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV
THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (1/2)
24. 4. 2026In late 2024, ThinkTV New Zealand, under the leadership of Jacqueline Freeman, GM Communications, undertook a full market review to understand how television was being perceived, valued, and used across the New Zealand marketing ecosystem. This was a broad diagnostic rather than a simple pulse check. It drew on perspectives from CMOs, CFOs, insights people,… Continue reading EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV
AD EMISSIONS MEASUREMENT: LESSONS FROM THE FINNISH MARKET
31. 3. 2026Finland’s commercial TV broadcasters spent the past year developing a carbon emissions measurement framework for linear TV advertising, starting with no local methodology and ending with a validated model owned by an industry body. For markets facing the same challenge, the experience offers a useful reference point. Start narrow, then scale The project focused exclusively… Continue reading EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV
A NEW WAY FOR FRANCETV PUBLICITÉ TO SELL CONTEXTUAL VIDEO ADVERTISING
27. 3. 2026FranceTV Publicité (FTP), the advertising sales house for French public television, has introduced Context.IA into its digital video offer. The solution uses programme context to decide when an ad should appear, instead of relying only on fixed scheduling. That makes Context.IA a new commercial tool inside FranceTV Publicité’s own video inventory. Context.IA links programme cues… Continue reading EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV
BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE
26. 3. 2026In 2025, Paramount Australia, in partnership with FreeWheel and egta, hosted a webinar outlining a forward-looking view of the evolving advertising market. One key topic explored the industry’s shift to pull-based discovery, experience-driven engagement, and frictionless content-commerce integration. Paramount Australia’s Contextual Advertising Suite directly responds to these trends, reinforcing the company’s leadership in premium CTV… Continue reading EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV
GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
26. 2. 2026Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming. The move fits Brazil’s viewing reality. Linear TV accounts for 57.9% of total… Continue reading EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV
THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS
24. 2. 2026In collaboration with neuro-marketing agency Unravel, Talpa Media has produced the scientific proof that audio does not just complement TV. It actively reactivates it, reconstructing visual brand memories in the consumer’s mind through sound. The findings carry significant implications for how audio is planned, sold, and valued within the wider media mix. Context Talpa Media… Continue reading EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV
RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
24. 2. 2026Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads. For RMB… Continue reading EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV
CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM
24. 2. 2026Campaign objectives VIA Rail, the company operating Canada’s national passenger rail service, combined a new product launch with brand building, using long-form content to tackle misconceptions that tend to block conversion in travel: comfort, ease, and whether rail feels like a realistic alternative to driving for intercity trips. The objectives behind this campaign were to… Continue reading EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV
HOW L’ORÉAL PARIS AND RTL MADE STREET HARASSMENT HARD TO IGNORE
24. 2. 2026Context Sexual harassment in public spaces is one of the most common forms of gender-based violence in the world. Two figures frame the issue: 80% of women have experienced street harassment, but 85% of people say they lack training on how to intervene. Ad Alliance and L’Oréal created a campaign to respond to this problem… Continue reading EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV
HOW AD ALLIANCE USED VIRTUAL SET GRAPHICS TO RESKIN THE LET’S DANCE STAGE FOR UNIVERSAL PICTURES
24. 2. 2026Context This campaign promotes a film by changing the look of a well-known TV studio during the ad break, so the show setting becomes part of the idea. Universal Pictures International Germany supported the live-action version (made with real actors) of How to Train Your Dragon, based on a well-known animated franchise. The ad special… Continue reading EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV
CHANNEL 4 SHOWS HOW PUTTING ACCESSIBILITY FIRST BENEFITS BOTH CUSTOMERS AND COMMERCIAL WITH CURRYS’
24. 2. 2026Context Channel 4’s Diversity in Advertising Award 2025 set its brief under the theme “Inclusive by Design”. It asked brands to embed inclusive practices into the creative, rather than at the end of production. The initiative linked that ambition to airtime: £1m of advertising space across Channel 4’s portfolio sat behind the winning campaign. The… Continue reading EGTABITE 371: MAXIMISING REACH THROUGH ADDRESSABLE TV