STABLE TV × DTC DARLING RAZOR
Full Funnel Impact. 180d window. Oct 28, 2025 - Apr 26, 2026.
Period window
Default: Era. Phase 1 hero, -24% / 8-week window.
Pulse · 7-14D · Apr 12 - Apr 26, 2026Tactical · 14-30D · Mar 27 - Apr 26, 2026Confidence · 30-60D · Feb 25 - Apr 26, 2026Lift · 60-90D · Jan 26 - Apr 26, 2026Phase Compare · 90-120D · Dec 27, 2025 - Apr 26, 2026Era · 120-180D · Oct 28, 2025 - Apr 26, 2026Full Arc · 180D+ · May 2025 - Apr 2026
Era read. Phase 1 hero peak. 3wk Sep 22 - Oct 12 2025. Halo CAC $12.41 vs $14.37 baseline. -14%. Peak week Sep 29 -25%. First 8 weeks averaged -24%. Halo MER 1.28×.

The 8-month arc · May 2025 engagement → CTV Aug 11 2025 → Apr 2026.

Jan-Apr 2025 · the system was broken

The feedback loop was disconnected. The way they measured success was wrong. Acquisition strategies were hitting diminishing returns. Spend climbed +64% MoM yet new-customer CAC blew +55% and one-time CAC blew +142% - Meta CAC held flat at $138 and that was the headline they were tracking. The composed view told the truth: the system needed a strategic pivot.

May/Jun 2025 · Stable engaged as embedded fractional media strategy lead

Operating model reframe delivered. “It was never a Meta problem. It was a mix problem.” Audit → align → bridge. Cash-view (CFO) and accrual-view (CMO) reconciled in one operating model. Vendor measurement became a guide, not a gospel. Triangulation replaced single-source decisioning.

Aug 11 2025 · CTV launched as brand layer

Phase 1 hero · Aug 11 – Oct 5 2025. Halo-forward CAC compressed from a $42.69 pre-CTV baseline to $32.58 over 8 weeks (−24%). Phase 2 (Oct – Dec, 9 weeks of holiday brand-layer cuts) drifted to $41.70. Phase 3 (Dec – Mar, 16 weeks, brand-layer restored at 40% intensity) settled at $40.20. Every week of the 35-week arc held below the pre-CTV baseline. MER trajectory aligns with brand-converted demand landing in highest-retention cohorts.

Phase 1 hero peak. 3wk Sep 22 - Oct 12 2025. Halo CAC $12.41 vs $14.37 baseline. -14%. Peak week Sep 29 -25%. First 8 weeks averaged -24%. Halo MER 1.28×.
Operational view below. Same underlying data, alternate framings live in the methodology card. Methodology card ↓ shows all three with the math.
Era read
Phase 1 hero peak. 3wk Sep 22 - Oct 12 2025. Halo CAC $12.41 vs $14.37 baseline. -14%. Peak week Sep 29 -25%. First 8 weeks averaged -24%. Halo MER 1.28×.

Is delivery clean? Eight reads. Daily.

CTV · Mar 30 – Apr 26 2026 · 28d realL0

Plumbing first. Halo second. Operators read these eight before any downstream signal. If pacing breaks or video completion rate drops below 90%, fix delivery before anything else. Click any tile for the 28-day deep-dive (prediction band + anomaly markers).

CTV daily delivery · real partnership data. Trailing 28 days: $236,741 spend · 24.27M impressions · $9.76 CPM · $8,455 avg daily. 31-week campaign-to-date: $514K spend · 54.7M impressions · 19.5M unique households · 2.81× avg frequency. Northbeam daily campaign export + row-level CTV reach partnership feed (107 reports parsed).

Spend + reach + frequency

Inventory + creative + geo + parity

Daily delivery · 28 days

4 weeks ago3w2w1wtoday
28-day spend: $48.5KDaily avg: $1.73KWeekend cadence: -47% vs weekday

CTV reach + frequency by audience · campaign-to-date

By audience segment
SegmentReach (households)FreqSpend
M18-347.74M1.37×$92K
F21-447.65M1.39×$86K
M18-655.53M1.95×$120K
M35-545.28M1.47×$67K
M55+4.40M1.43×$54K
M25-342.33M1.26×$26K
Source: row-level CTV reach partnership feed (Freewheel HHID with fallback).
By inventory category
CategoryReach (households)Impressions
Genre + Viewership13.39M22.00M
Broadcast Entertainment6.34M8.36M
Viewership3.60M5.14M
College QR+URL2.42M2.94M
Genre (Sports) + Viewership (Football) · Broadcast Entertainment1.73M3.58M
Top-5 inventory categories. Sports + FootballBroadcast Entertainmentthe highest-engagement tail.