Business
Public Profiles
Inspiration
Blog
Holidays
Log in
Get started

Analyzing Snapchat’s reach of television viewers using new Nielsen research

How much is too much TV? Snapchat commissioned a study from Nielsen to help US marketers understand how to more-efficiently reach their target audiences. The study analyzed how over thirty cross-platform advertising campaigns reached people on Snapchat and television using Nielsen Total Ad Ratings (TAR) reports. Snapchat also used Nielsen NPOWER and Nielsen Media Impact data to further analyze the data on themes that emerged in this commissioned study.
Audiences reached on Snapchat are incremental to TV
The analysis shows that Snapchat has an ability to contribute significant incremental reach to television advertising campaigns, with an average of 16% incremental reach being added to target audiences by Snapchat among the historical campaigns analyzed1. This is a meaningful contribution at a time when people are increasingly “cutting the cord” of paid TV2. This incremental reach represents millions of additional people (and possible customers) for many campaigns.
What is driving this success?
We dove further into two themes.
First, we observe Snapchat was able to reach Gen Zers that TV did not:
Second, Snapchat reached people who don’t watch much linear television. Nielsen further analyzed five cross-platform campaigns’ distribution of audience reached among light, medium, and heavy viewers of television respectively. These light, medium, and heavy audiences split the US population into three evenly-sized groups based on people’s total TV-viewing minutes and includes those who don’t watch linear television. We observe that 64% of the target audience Snapchat reached are light tv viewers, compared with 18% of the target audience reached by television3
This isn’t necessarily surprising when considering the fact that nearly six out of ten Snapchatters in the US are considered light TV viewers by Nielsen, and Snapchatters are more likely to be in broadband-only homes than users of any other major social media platform. This audience of Snapchatters in broadband-only households is growing year-over-year; 18% of Snapchatters were in broadband-only households in August 2020, up over 70% from August 20184.
Snapchat used Nielsen NPOWER to further understand who light TV viewers in the US are and found the following, which emphasize the value of this audience to marketers. 
Sometimes a TV-heavy media plan isn’t enough
In summary, the above data from Nielsen demonstrates Snapchat’s ability to add incremental reach to television campaigns for advertisers in the US and that reaching both Gen Z and Light TV viewers contributes to this ability. Advertising on television alone can be an inefficient way to reach this valuable audience of light TV viewers, and Snapchat is uniquely positioned to help advertisers reach them at scale. 

Snapchat can help your small, medium or large business grow.

1Nielsen Total Ad Ratings Meta Analysis commissioned by Snapchat; 31 measured Snapchat + TV campaigns run from 9/30/17- 1/2/20; P18-49, P18-34, P13-24, P13-49, P13+, P18+, P18-54, P21+, P21-49, P21-54, P25-39, P25-54, M13-24, M18+
2Nielsen Media Impact, Nielsen Total Media Fusion, February 2018 - August 2020
3Nielsen Total Ad Ratings Meta Analysis commissioned by Snapchat; 5 measured Snapchat + TV campaigns run from 8/26/19-1/2/20; P18-49, P21-29, P25-54,. Light TV viewers include non viewers and is one of three equally sized terciles based on TV-viewing-minutes.
4*Nielsen Media Impact, Nielsen Total Media Fusion, February 2018 - August 2020, TV Universe P18+*, Snapchat users P18+, Light TV viewers include non viewers and is one of three equally sized terciles based on TV-viewing-minutes.
Company
  • Snap Inc.
  • Careers
  • News
Language
English (United States)
Privacy Policy