TV advertising measurement now treats linear and streaming as one medium, not two budgets. This matters because ROAS misses TV’s brand-building effect, and linear and streaming have blurred enough that one show gets consumed both ways. Without patience and enough budget to model, brands miss the saturation point where more TV spend stops paying off. This video covers how to budget, measure, and time TV campaigns in a converged landscape.
Why TV Advertising Measurement Now Has to Treat Linear and Streaming as One
TV advertising measurement now has to treat linear and streaming as one, because the two have converged to the point that a single broadcast, like Thursday Night Football, gets consumed as both at once. In this Curve Your Enthusiasm conversation, Jon Lorenzini and John Wallace host Philip Inghelbrecht, CEO and co-founder of Tatari, to unpack why TV remains a dominant medium despite years of cord-cutting narratives, driven largely by better content and the shift to on-demand viewing.
Inghelbrecht argues the barrier to entry for TV has dropped dramatically, from a budget that once needed to be in the millions down to the low six figures, largely thanks to better data and streaming distribution. The panel pushes back on judging TV purely by ROAS, since that metric misses the broader brand-building effect television still delivers, and instead advocates for comprehensive measurement, the kind LiftLab’s models provide, layered on top of TV-specific data. On saturation, Wallace and Inghelbrecht suggest a media plan generally needs to be in the range of $5 million in total marketing spend before full-scale mix modeling becomes meaningful, and that a new TV channel needs at least 6 to 8 weeks before it produces a real signal worth acting on.
In this video, you’ll learn:
Why TV remains a powerful and effective advertising vehicle
The differences and blurred lines between linear and streaming TV
How to set realistic budgets for pilot TV campaigns
The strategic importance of moving beyond simple ROAS metrics
Methods for identifying media saturation to improve overall growth
TIME STAMPVideo Overview: TV Advertising Measurement Summarized
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[0:00 – 3:51] Introduction and Welcome
The hosts introduce the topic, “Linear, Digital, & Streaming: Measuring TV in an Age of Channel Convergence.” Guest Philip Inghelbrecht, CEO and co-founder of Tatari, is introduced, noting his background as a co-founder of Shazam. The group celebrates a team member’s birthday before diving into the discussion.
[3:52 – 12:47] The Industry Today: The State of TV
Discussion on why brands are still investing in TV despite cord-cutting trends. Philip explains that TV consumption is high, driven by better content quality and the shift to on-demand viewing. The conversation explores the blurred lines between linear and streaming TV, using Thursday Night Football as an example of a hybrid consumption model.
[12:48 – 18:16] Measurement Strategies and Approaches
Insights into how companies like Tatari handle data science to measure TV effectiveness. Discussion on the floor for starting a TV campaign, noting how the barrier to entry has dropped from millions to thousands due to improved data and streaming. The importance of moving beyond simple Return on Ad Spend to understand the broader brand-building impact of TV.
[18:17 – 23:44] Balancing Brand and Performance Metrics
The panel discusses how the distinction between brand and performance advertising has become increasingly fluid. Emphasis on avoiding the trap of only buying cheap media, which often restricts reach and stifles growth. Philip highlights the necessity of using comprehensive measurement, like LiftLab’s models, alongside TV-specific data to gauge true performance.
[23:45 – 30:33] Saturation and Media Planning
Discussion on identifying saturation points where increased spending no longer yields proportional growth. John Wallace and Philip debate how much budget is needed for effective modeling, suggesting a range starting around $5 million total marketing spend for full-scale mix modeling. The importance of patience when testing new channels, with a recommendation of at least 6 to 8 weeks for a meaningful signal.
[30:34 – 36:50] Tatari’s Role and Strategic Outlook
Philip explains what differentiates Tatari from competitors, including their self-serve platform tools and a focus on direct media execution. The participants discuss an audience question regarding TV investment for a recognized airline, emphasizing that the required budget to see ROI is often smaller than expected. The conversation concludes with lighthearted banter about the complexities of running an airline.
[36:51 – 38:39] Wrap-up and Future Episodes
The hosts announce the next guest, Matt Madin from Elcat, scheduled for July 23rd. Closing remarks and thank you to the guest and audience.
Key Lessons: Measuring TV Across Linear, Streaming, and Saturation
Industry shift: While streaming is the future, a healthy media plan often requires a fluid approach that incorporates both linear and connected TV to maximize total reach.
Measurement strategy: Relying solely on short-term ROAS can be misleading; successful brands focus on comprehensive long term brand value to capture the latent brand-building effects of television advertising.
Budgeting: Barriers to entry are significantly lower than in the past, with many brands finding meaningful performance signals with pilot investments in the low six-figure range.
Saturation management: Growth requires constant scrutiny; marketers should identify where media channels hit saturation points to avoid wasting spend and to pivot toward broader awareness strategies.
