Where Did All the TV Viewers Go? A New Way to Reach Them

POV’s
May 5, 2025
Johan Holm, Olga Yurbacheva, Joakim Solheim & Robin Bruckner

In the Nordic countries, the way we watch TV in our living rooms has been revolutionized. The traditional living room experience has transformed as consumers increasingly watch streaming services on their TV devices.

From the Traditional Living Room Experience to the New Digital Living Room

According to Omdia, online streaming has officially overtaken traditional TV viewership in the Nordics for the first time. The platforms used for online streaming include major players in the Nordic market like Warner Bros. Discovery, Viaplay, and Rakuten TV, as well as leading local broadcasters such as TV2 Play in Denmark, TV4 in Sweden, MTV and Sanoma in Finland, and others.

What’s the Issue for Marketers?

This shift has created a fragmented TV landscape, making it challenging for marketers to achieve broad reach and precise targeting, especially with the decline of traditional TV viewership among younger audiences. Brands need to deliver relevant advertising experiences alongside premium content on streaming platforms.

The Solution: A Precision Instrument for Your Ads

GroupM has developed Advanced TV (ATV), a global product innovation designed to solve these challenges:

Scalability: Think of ATV as a smart upgrade to traditional TV advertising, designed to help you reach the right viewers in today’s fragmented TV landscape. It’s about recapturing the reach that has been declining on traditional TV.

Addressability: ATV allows for precise household targeting across streaming platforms, using our proprietary Audience Planner. This minimizes wasted ad spend and maximizes impact by focusing on relevant audiences. We leverage alternative data signals like geography, demographics, purchase behavior, income, car ownership, and household size.

ATV has already been successfully piloted across the Nordic markets, and GroupM is officially ready to launch ATV and roll it out to all advertisers.

What You Need to Know About ATV

GroupM’s Advanced TV offers:

Precision Targeting: Reach specific households across streaming platforms.

Scalable Reach: Recapture lost reach in the fragmented streaming landscape.

Privacy-First Approach: ATV operates independently of third-party cookies, ensuring user privacy, which is crucial in a privacy-first world. The solution allows for precise audience segmentation and targeting, ensuring campaigns reach the right households without compromising user privacy.

Measurable Results: Measurement solutions can be integrated to offer valuable insights into campaign effectiveness across the customer journey. Advertisers can attribute key performance indicators (KPIs) – such as reach, web traffic, or sales – to their ATV campaigns, providing them with the data insights to measure return on investment (ROI).