Google Ads

Helping advertisers make the most of connected TV

Two friends are lounging on a couch while watching a TV screen. One is smiling and the other has their hands covered over their mouth in surprise.
A graphic that shows a bar graph comparing YouTube CTV to linear TV effectiveness. The text reads “In an MMM meta-analysis Google commissioned with Nielsen, on average YouTube CTV was 3.1x more effective than TV across US CPG MMMs that measured YouTube CTV and YT (2021).”
A visualization of a data point that reads “Brands see a 5% increase in reach per dollar on average when managing CTV ad frequency across YouTube and other CTV apps rather than separately.”

More Information


1

Nielsen Streaming Platform Ratings; Total Viewing Minutes of P18+ in TV streaming meter panel; Custom definition of AVOD services consisting of Pluto, Tubi, Peacock, Roku Channel, Hulu; Live+7; Live+7; October 1-31, 2021

2

Nielsen Syndicated MMM Meta-Analysis commissioned by Google in 2021 Base: a list of 14 US studies selected and compiled by Nielsen, consisting of all available CPG advertisers using data that contain YouTube, Other Digital and TV results. The average YouTube Effectiveness Index was 224 compared to the average TV Effectiveness Index of 73. Effectiveness is defined as total incremental sales per 1,000 impressions (in USD).

3

Custom Nielsen study commissioned by Google. Custom YouTube cTV match to Cross-Platform Homes Panel. Coviewing percentage is calculated as the percentage of minutes when a P18+ is watching with another P18+ in the same household. YouTube commercial viewership identified by matching served time of the cTV ping with Cross-Platform Homes Panel viewership during that minute. Linear TV is based on Live Total Day viewing of commercial minutes across all broadcast and cable networks. One minute qualifier. 11/5/2019-11/28/2019; 2/14/2020-2/29/2020. Results among US TV Households