When a new client approached Butler/Till with a prescriptive media plan and a sizable test budget, we had a choice: execute the plan as-is or take a step back and ask if there might be a better way forward.
At Butler/Till, we believe in active partnership, thoughtful questioning, and bringing the full force of our expertise to the table—even on tight timelines. In this case, that meant challenging a straightforward A/B test between linear and connected TV, and instead delivering a more holistic, data-informed media strategy.
Our team re-evaluated the client’s assumptions, bringing together fresh market research, channel insights, and condition-specific behavior patterns to build a smarter, more effective plan. Here’s what we uncovered:
- Linear alone is not enough. Over 50% of United State households cannot be reached through linear TV alone.
- Streaming is the default. 60% of viewers now prefer ad-supported streaming platforms, with 36% engaging regularly with platforms like Pluto and Tubi.
- Patient behavior matters. When we zeroed in on the client’s target audience and we saw even greater streaming adoption, this highlighted the need for a channel-agnostic, audience-first approach.
This uncovered unique insights that directly informed our strategy, reframing how the client thought about reach, impact, and investment in a rapidly evolving TV ecosystem.
This is just one example of how we show up. At Butler/Till, care and rigor are not extras—they are baked into our process. From the first meeting to the final campaign report, we bring strategic thinking, Marketing Science capabilities, and a genuine commitment to helping our clients succeed. Whether we are working with a Fortune 500 brand or a niche healthcare challenger brand, we treat your goals like our own, and we never stop looking for smarter paths to make greater impact.
Contributors: Kendree Thieringer
