STABLE TV × MARTHA ANN (UA)
Full Funnel Impact. 90d window. Jan 26 - 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
Lift read. Trailing 90 days. Brand spend correlates with reactivations (r=+0.96). CTV strong-positive with Acq KPIs (r=+0.83), strong-negative with performance CAC (r=-0.78). Northbeam Metrics Explorer 10-mo dataset.
Operational view below. Same underlying data, alternate framings live in the methodology card. Methodology card ↓ shows all three with the math.
Lift read
Trailing 90 days. Brand spend correlates with reactivations (r=+0.96). CTV strong-positive with Acq KPIs (r=+0.83), strong-negative with performance CAC (r=-0.78). Northbeam Metrics Explorer 10-mo dataset.
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).
Synthetic mock · methodology preview. The eight delivery tiles below illustrate what the layer renders once a real CTV reach partnership feed lands.
Spend + reach + frequency
Inventory + creative + geo + parity
Daily delivery · 28 days
4 weeks ago3w2w1wtoday
28-day spend: $231.7KDaily avg: $8.28KWeekend cadence: -45% vs weekday
CTV reach + frequency by audience · campaign-to-date
By audience segment
| Segment | Reach (households) | Freq | Spend |
|---|---|---|---|
| M18-34 | 7.74M | 1.37× | $92K |
| F21-44 | 7.65M | 1.39× | $86K |
| M18-65 | 5.53M | 1.95× | $120K |
| M35-54 | 5.28M | 1.47× | $67K |
| M55+ | 4.40M | 1.43× | $54K |
| M25-34 | 2.33M | 1.26× | $26K |
Source: row-level CTV reach partnership feed (Freewheel HHID with fallback).
By inventory category
| Category | Reach (households) | Impressions |
|---|---|---|
| Genre + Viewership | 13.39M | 22.00M |
| Broadcast Entertainment | 6.34M | 8.36M |
| Viewership | 3.60M | 5.14M |
| College QR+URL | 2.42M | 2.94M |
| Genre (Sports) + Viewership (Football) · Broadcast Entertainment | 1.73M | 3.58M |
Top-5 inventory categories. Sports + FootballBroadcast Entertainmentthe highest-engagement tail.