Household Reach
Comparing frequency across streaming publishers: a method
Publisher frequency reports are comparable only after their denominators match.
Average frequency figures are comparable only when their audience denominator and impression definition match. Align the reporting period, time zone and device coverage too; otherwise, the same label can describe different exposure counts.
Use a separate row for each publisher. Record the identity unit, impression definition, date range and time zone, included devices, and handling of co-viewing or unknown identities; also note whether measurement is at audience or creative level.
Omnicom Media’s cross-platform clean room measures campaign reach, frequency and performance across multiple streaming publishers and linear TV broadcasters in one instance. Its capabilities are live across Disney, NBCUniversal, Paramount and other VOD platforms and FAST channels.
Omnicom’s capability compares exposure at creative and audience level: buyers can see how often viewers were exposed to a specific creative and how often it ran on different platforms. Omnicom agencies and clients can use the measurement.
Innovid Reach and Frequency validates unique reach and frequency across linear, CTV and digital video buys. Its 1:1 publisher-overlap charts show unique reach and impression share of voice by publisher, platform, device or network, and can compare household reach for linear and OTT buys.
When comparing outputs, check publisher coverage, audience definition, measurement level and reporting period before comparing averages. Innovid reports unique household reach, while Omnicom’s capability compares exposure at creative and audience level.
Use a consistent audience definition and a measurement provider spanning the campaign: publisher audience definitions can differ, and providers vary in methodology and reporting metrics. Do not add publisher-level unique reach to claim campaign-level reach; the same viewer may appear in more than one publisher’s number.
If a cross-publisher estimate does not cover the campaign, keep each publisher’s reach and frequency in separate rows. Compare trends within each row, then use delivery share to judge where duplicated exposure may matter.
Comparing Frequency Metrics Across Streaming Publishers
- Publisher
- Omnicom Media (Disney, NBCUniversal, Paramount)
- Measurement Level
- Creative and audience level exposure
- Coverage
- Multiple VOD platforms and FAST channels
- Key Feature
- Cross-platform clean room for unified reach and frequency
- Publisher
- Innovid
- Measurement Level
- Unique reach and frequency across linear, CTV and digital video
- Coverage
- Linear, CTV and digital video buys
- Key Feature
- 1:1 publisher-overlap charts; household reach comparison
Steps to Ensure Valid Frequency Comparisons
- Align reporting period, time zone and device coverageEnsure consistent definitions across publishers
- Use a consistent audience definitionAvoid combining publisher-level unique reach to claim campaign-level reach
- Confirm measurement level (audience vs creative)Check whether data is at viewer or ad creative level
- Verify publisher coverage and overlapUse tools like Innovid’s 1:1 publisher-overlap charts
- Handle co-viewing and unknown identitiesNote how these are managed in each publisher's methodology
Key Metrics in Cross-Publisher Frequency Measurement
- Unique Household Reach
- Reported by Innovid across platforms
- Exposure Count (Creative Level)
- Measured by Omnicom across multiple streaming publishers
- Impression Share of Voice
- Available via Innovid’s platform by publisher and device
- Delivery Share
- Used to assess duplicated exposure across platforms
