Case Study: Havas and a leading Soft Drink Brand prove college football linear TV drives Gen Z reach with VideoAmp

Havas finds 89% of college football campaign reach came from linear TV with VideoAmp

Havas, the agency for a leading soft drink brand, partnered with VideoAmp to evaluate the effectiveness of their linear TV college football sponsorship. The challenge was to determine if this investment was successfully reaching a Gen Z target audience and maintaining share of voice amid changing viewership habits.

Using VideoAmp’s Audience Measurement solution, Havas assessed deduplicated reach and frequency. The results confirmed that linear TV was highly effective, delivering 89% of the campaign's total reach and reaching 60% of the Gen Z target audience. VideoAmp's analysis proved that college football on linear TV remains a crucial buy for engaging this demographic.

Havas