Empty room exposure drives inefficiency in TV ad campaigns, Viant Technology warns

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Andrey Mastykin

13.08.2026

Empty room exposure drives inefficiency in TV ad campaigns, Viant Technology warns — Viant: One third TV ads unseen

Nearly one third of television advertisements air when no one is present to watch them, creating substantive inefficiencies for advertisers.

Viant Technology’s Chief Marketing Officer Jonathan Schulz, speaking with State of Streaming’s Tim Rowe, detailed exclusive insights from TVision Insights that reveal the extent of ad waste in traditional TV. The conversation underscored the urgent need for better measurement and targeting as brands reassess how advertising dollars are allocated in light of shifting viewer habits. This data sheds light on why many campaigns fail to deliver intended results, prompting marketers to seek more accountable solutions.

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Viant Technology Co-Founder Chris Vanderhook has previously explained how linking consumer attention to sales enables marketers to quantify its business value. The company also reported a 34 percent revenue growth and higher EBITDA in the second quarter. These developments highlight Viant's ongoing efforts to connect ad effectiveness with measurable outcomes.

This material may contain third-party opinions, none of the data and information on this webpage constitutes investment advice according to our Disclaimer. While we adhere to strict Editorial Integrity, this post may contain references to products from our partners.

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