Strategies for Navigating the Fragmented Media Landscape

Like all advertisers, hospitals and health systems are facing a fragmented media landscape, making it difficult for their marketing campaigns to reach a critical mass of viewership.

Healthcare advertisers might think they are reaching most patients where they are consuming content, but the reality is they may be missing some high-value patient populations if they are not including traditional and streaming TV in their campaigns.

According to Nielsen, U.S. audiences can now find content on over 32,000 traditional TV channels and more than 89 unique streaming sources.[1] The number of choices is almost overwhelming. So how can hospitals and health systems make their advertising effective and efficient, with so many advertising options?

Spectrum Reach, the advertising sales division of Charter Communications, Inc., gathered insights from across the industry to understand how patients are viewing TV across cable and streaming to inform targeting strategies for hospitals and health systems.

What the data tells us:

• Share of viewership matters. Cable drives a majority share (53%) of all U.S. ad-supported linear TV viewing, including all broadcast networks, Spanish-language broadcast channels, and independent channels.[2]
• Audiences no longer make a distinction between broadcast, cable and streaming. TV is just TV. They also frequently switch back and forth between live and on-demand content.
• Privacy-focused, first-party data is essential to power precise cross-platform targeting for patients. Traditional methods for addressable advertising on CTVs, like matching a user through an IP address, produce around a 60% match rate. An MVPD approach enables advertisers to achieve a 95% addressable match rate.[3]

As hospitals and health systems continue to invest in video advertising, working with a partner that provides the right options for aggregating audiences across traditional TV and streaming is key. Spectrum Reach can help advertisers cut through the noise, focus on identifying where patient populations are spending time and help activate data to drive better campaign outcomes.

Get the full insights on simplifying fragmentation in Harnessing Chaos, and visit www.SpectrumReach.com to be connected with an Account Executive and learn more how to drive successful outcomes today.