Spectrum Reach, the advertising sales division of Charter Communications, has launched its latest planning tool, Audience Reach Optimizer (ARO), designed to improve TV ad effectiveness through data-driven audience targeting. After successful pilot programs in 2024, ARO is now available across all markets, helping advertisers maximize their reach across both traditional TV and streaming platforms.

How ARO Enhances Ad Targeting

ARO leverages Spectrum Reach’s proprietary data to help advertisers:

• Refine audience targeting by analyzing viewing habits at the household level.
• Optimize ad spending by reallocating budget to channels that yield better engagement.
• Measure campaign impact with insights on reach, frequency, and performance across multiple screens.

According to Jason Brown, SVP & Chief Revenue Officer of Spectrum Reach, ARO delivers unparalleled insights to improve ad targeting, optimize media spend, and enhance audience engagement.

Real-World Success: Matter Brothers Furniture

ARO has already proven its impact. Matter Brothers, a high-end furniture retailer in Tampa, Florida, discovered that:

• Over 70% of their target audience watched cable networks, not local broadcast channels where they had invested heavily.
• 60% of their local broadcast budget reached only 8% of their actual customers.
• By shifting ad spend from local broadcast to cable, sales exceeded industry benchmarks by over 10%.

What Makes ARO Unique?

Unlike traditional ad planning tools, ARO offers:

• Exclusive, transparent data from both TV and the Spectrum TV App, the most-watched streaming service in the U.S.
• Cross-platform audience insights, integrating broadcast, cable, and streaming ad logs.
• Data-backed optimization strategies, ensuring advertisers reach the right audience, on the right platform, at the right time.

With the full-market rollout of ARO, Spectrum Reach is redefining TV advertising by offering advertisers the tools to maximize engagement, optimize spend, and drive measurable business outcomes.