Accelerating Oncology Brand Growth Through Integrated Linear + CTV Sponsorship

Challenge

Reach A55+ oncology patients at national scale, including a rare, clinically defined population, while maintaining contextual relevance and cross-channel frequency control within an increasingly fragmented Linear and streaming ecosystem.

Strategy

CMI Media Group activated a premium cross-channel content sponsorship across Linear TV and CTV, anchored in culturally relevant programming and audience-first planning, frequency governance, and incremental reach modeling. Linear TV delivered high-impact large-scale awareness within culturally relevant programming, while CTV extensions reinforced messaging through sequential exposure and controlled duplication to optimize cross-screen frequency.

Results & Learnings

• The sponsorship drove +6.7 pts in Brand Awareness and +7.8 pts in Favorability, demonstrating the power of premium, audience-aligned content, outperforming category norms
• Exposure to the Linear TV component correlated with increased branded search engagementrate of +114%, indicating movement from awareness to consideration*
• Linear TV reached 5,927 diagnosed patients, an especially strong result given the rarity of the cancer and the stringent clinical criteria required for diagnosis
• The CTV portion of the sponsorship reached 2.37M unique viewers and drove an average frequency of 4.38x, 39% higher than the 3.16x average achieved on the holistic CTV entertainment campaign
• Content sponsorships across Linear and CTV drive scalable, measurable outcomes for pharma brands by fostering stronger patient connections and more efficient engagement than standard video campaigns