Example OTT Awareness Reporting
Connected TV delivery measured against U.S. Census household counts, ZIP code by ZIP code, across the Oklahoma City market.
Why This Matters for a Homeowner Campaign
With home improvement clients, targeting can be specific. In this case, we were targeting homeowners, higher household income, in market for exterior home improvement. With this focus, it can get easy to lock in on lower funnel metrics. However, showcasing how many households we reach per month and how many times we reach them is equally as important. After all, without awareness, how can we expect conversions?
Top Markets by Household Penetration
The twenty largest ZIP codes in the delivery footprint, ranked by total households.
| ZIP | Impressions | Households Reached | Frequency | Census Households | % Reached |
|---|---|---|---|---|---|
| 73160 | 56,741 | 9,345 | 6.07× | 23,131 | 40.4% |
| 73099 | 46,097 | 11,349 | 4.06× | 22,668 | 50.1% |
| 73013 | 27,728 | 6,318 | 4.39× | 19,354 | 32.6% |
| 73072 | 22,326 | 3,898 | 5.73× | 18,322 | 21.3% |
| 73071 | 22,825 | 4,098 | 5.57× | 17,544 | 23.4% |
| 73120 | 30,701 | 5,940 | 5.17× | 17,214 | 34.5% |
| 73034 | 25,360 | 5,105 | 4.97× | 16,703 | 30.6% |
| 73112 | 74,501 | 6,390 | 11.66× | 14,760 | 43.3% |
| 73170 | 22,228 | 4,768 | 4.66× | 14,624 | 32.6% |
| 73012 | 16,465 | 4,512 | 3.65× | 14,503 | 31.1% |
| 73110 | 29,319 | 5,293 | 5.54× | 14,245 | 37.2% |
| 73159 | 36,660 | 3,881 | 9.45× | 12,288 | 31.6% |
| 74820 | 25,145 | 3,047 | 8.25× | 11,616 | 26.2% |
| 73162 | 16,783 | 4,092 | 4.10× | 11,456 | 35.7% |
| 73069 | 14,464 | 2,821 | 5.13× | 10,627 | 26.5% |
| 73107 | 55,123 | 4,671 | 11.80× | 10,620 | 44.0% |
| 73132 | 20,440 | 4,415 | 4.63× | 10,578 | 41.7% |
| 73119 | 27,171 | 2,771 | 9.81× | 10,359 | 26.7% |
| 73003 | 3,429 | 639 | 5.37× | 8,690 | 7.4% |
| 73064 | 10,181 | 2,306 | 4.42× | 8,665 | 26.6% |
| All ZIP codes | 925,074 | 141,928 | 6.52× | 450,553 | 31.5% |
Table shows the twenty largest ZIP codes by household count. Totals reflect all 56 ZIP codes in the delivery footprint.
Methodology
Unique households are identified at the IP level from impression-level delivery logs and deduplicated across the full measurement period — a household reached on multiple days counts once. Each ZIP code is matched to 2020 U.S. Census household counts to establish the addressable base.
The delivery footprint is defined as ZIP codes receiving 500 or more impressions during the period, which isolates the campaign's intended targeting area from incidental spillover. Frequency is calculated as total impressions divided by unique households reached.
Measurement period: August 1–31, 2026. Census figures: 2020 U.S. Census Bureau household counts, joined by ZIP code (ZCTA).