Precision Audience Planning: Unifying Linear TV & Search for Accelerated Patient Demand

Challenge

Validate whether upper-funnel video, when executed with precision audiences, can influence mid- to-lower-funnel behaviors during critical disease awareness windows, supporting a fully integrated, cross-channel media strategy.

Strategy

CMI Media Group paired Linear TV with digital video to drive measurable search uplift, a key indicator of patient and caregiver consideration intent. Linear TV was planned against strategic audiences using Nielsen and CMI Media Group’s proprietary EMPOWER DTC audience methodology, transforming a traditionally broad medium into a data-driven, healthcare-specific activation. SEM investment was increased during TV-on weeks to capture incremental demand and translate awareness into lower-funnel engagement.

Results & Learnings

• The brand experienced an average +137% lift in branded search impressions during TV-on weeks vs. off weeks and a +143% increase in branded search demand
• During the TV flight, SEM delivered a +108% lift in Key Actions and a 17% increase in Key Action Rate, indicating TV-driven demand strengthened Search performance
• SEM also saw lifts in TV-related branded queries (e.g., “[Brand] commercial,” “[Brand] TV ad”), reinforcing the creative resonated with viewers and drove active engagement
• Search lift significantly outperformed CMI’s 2021 benchmark (+57%), validating the impact of precision audience planning
• Results validate the power of audience-based Linear TV planning, guiding future investments toward precision audiences rather than broad-based demographics
  
  
  

*Results should not be used as formal benchmarks for future planning; not indicative of all campaigns