Driving network wide growth

Client: UK TV

UKTV needed to solve a tough dual challenge: drive tune‑in to new programme launches at a time when linear audiences continue to erode, and prove that programmatic media could actually shift real‑world viewing behaviour on the biggest screen in the home. Static, traditional TV promotion couldn’t deliver the agility or responsiveness required, so we built a smarter solution; one designed to adapt in real time, test relentlessly, and optimise toward the audiences most likely to convert.

In partnership with Blis, we transformed programmatic from a buying tactic into a decision-making engine. Powered by telco behavioural data and Samba TV ACR signals, we built a cross‑channel framework that continuously reallocated investment toward the audiences with the highest propensity to tune in. A tight test‑and‑learn loop made each launch smarter than the last, with Samba ACR measurement feeding real outcomes back into the system, we continuously optimised to tune‑in, lift and incremental households. By turning programmatic into a dynamic, behaviour‑led engine, we proved that programmatic media can drive large‑screen viewing at scale and that the greatest gains come from audiences most ready to shift their behaviour. Our approach proved our hypothesis right, driving +6% lift across UKTV networks and driving Lapsed viewers to become our highest‑value segment with a standout 53% tune‑in rate.”