Roku Vows To Reach Bigger Primetime Audiences Than Cable in Advertising Guarantee
variety.comBrian Steinberg Senior TV Editor In a move that flips conventional media wisdom on its head, streaming portal Roku says it will guarantee that advertisers can reach bigger audiences in primetime than some of the company’s traditional cable rivals. “TV streaming has long brought precision and measurement to the largest screen in the home,” says Kristina Shepard, Roku’s co-head of U.S.
brand sales, in a prepared statement. “Now, marketers can launch campaigns knowing they will deliver meaningful reach and impact quickly, too.” Roku has 70 million active accounts.
Though the advent of streaming has given consumers the ability to choose when they want to watch their video favorites, the hours of 8 p.m.
to 11 p.m., still known as “primetime” in the TV industry remain a choice period to reach potential customers. These hours are viewed as a block when consumers are no longer occupied by work and in a relaxed state — open, so the thinking goes, to commercial pitches.
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