Primetime Pacing

Primetime pacing is a pacing type designed to allocate more of the campaign budget towards the time of day with higher TV viewership to optimize campaign reach. Utilizing a study done by the Bureau of Labor Statistics, the hours of the day are weighted according to the % of people that watch TV during that hour. The daily budget for the campaign will be distributed throughout the day according to these weights, so the campaign will spend more in the evenings when more people are watching TV.  

https://www.bls.gov/opub/btn/volume-7/television-capturing-americas-attention.htm

NOTE: the weights will only be correctly applied at ‘primetime’ hours for the pacing timezone selected. If the campaign is running across multiple timezones, a line should be created with the proper geo-targets to ensure weights are applied properly for each. IE. west coast states with PST & east coast states with EST selected

If hours are removed in the dayparts, the weights on remaining hours will be normalized across remaining hours.

Catch-Up ASAP:

Applying ‘catch-up asap’ will override the selected daily pacing type and allocated any underspend budget to be spent immediately until the campaign/line reaches 100% pacing. Pacing will then return to the daily pacing method selected. Ie. if primetime is selected, but the campaign is under-pacing with ‘catch-up asap’ applied, the primetime weights will not apply until the campaign catches up to optimal pacing (if possible), then it will switch to focus budget allocations towards primetime.

Sample Requests in CTV Inventory Availability:

A new table at the bottom of the CTV Inventory Availability report that displays impression counts from the sample requests for the unique combinations of Deal, Publisher, Network, Channel, Series, Title etc for the targeting parameters selected in the report.

Sample Requests Custom Reports:

In the CTV Landscape, a ‘Custom Reports’ section that allows the user to export inventory data as a CSV to see all potential values & targeting combinations as seen in the bidder sample requests.