B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
25%
25% -- reach lift percentage for OTC brand TV campaign (data-driven vs traditional buy) (Q4 2025)
A data-driven 52-network TV buy delivered 25% more reach than a simulated traditional top-10 network buy for an OTC brand with the same budget and flight dates.
- Comparison based on a simulation of a top-10 network traditional buy against actual 52-network data-driven execution
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
25%
Unit
Percentage
Data Vintage
Q4 2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Simulmedia
Primary
Tier B
https://www.simulmedia.com/blog/the-industry-is-catching-up-to-data-we-built-our-business-on-it ↗
Source Article
The Industry Is Catching Up to Data. We Built Our Business On It
Planning & Audience Targeting
The TV Industry Is Catching Up to Data. We Built Our Business On It
Every May, the same ritual plays out across New York City. Network executives take the stage, celebrities wave, and media buyers with nine-figure budgets mentally earmark dollars for the same places as …
Original Research
Simulmedia
· Original study ↗
Methodology
Simulmedia simulation comparing 52-network data-driven buy vs top-10 traditional buy
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
OTC brand TV campaign (data-driven vs traditional buy): 25% reach lift percentage. Source: Simulmedia (Q4 2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/simulmedia-data-driven-reach-lift-25pct
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<blockquote cite="https://lighthousedata.io/data/simulmedia-data-driven-reach-lift-25pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>25%</strong> -- reach lift percentage for OTC brand TV campaign (data-driven vs traditional buy)<br><small>Source: Simulmedia (Q4 2025) · <a href="https://lighthousedata.io/data/simulmedia-data-driven-reach-lift-25pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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