Late last week Tubi and measurement partner TVSquared released new data demonstrating streaming’s incremental reach to linear TV. Of course, in the era of cord-cutting, CTVs proliferating and FASTs surging, it is not surprising that advertisers must increasingly turn to streaming services to reach certain audiences that have tuned out to linear TV.

But the Tubi/TVSquared data quantifies the opportunity across four industry categories, automotive, quick service restaurants (QSR), consumer packaged goods (CPG) and entertainment. The companies found that 93% of the impressions delivered via Tubi were incremental to linear TV.

In particular, Winn-Dixie used TVSquared’s platform to run a campaign in which 79% of Tubi households were incremental to linear TV, and over half (53%) of those who saw the campaign visited Winn-Dixie’s web site.

Other campaigns achieved even higher incremental reach levels; an entertainment brand got 84%, a European luxury automotive campaign got 89% incremental reach and a CPG got 95%.

As high as these numbers are, they are likely to increase further as more viewers cut the cord and younger viewers in particular opt out of traditional linear TV. However, as Colin and I discussed on the podcast last week, advertisers will have opportunities to reach certain audiences in linear-style viewing formats through FAST channels, which are going to account for a greater share of viewing going forward.

TVSquared is a part of Tubi’s Certified Measurement Partner program and focuses on synthesizing streaming and linear TV viewership data to create converged TV ad campaigns.