Linear & CTV Work Together

Goals:

Raise awareness of Adele’s fourth studio album, 30, among existing and potential fans; drive streams, pre-orders and sales.

CLIENT

Sony Music Entertainment

SOLUTION

We recommended a combination of Connected TV and Linear (traditional) TV to reach existing and potential fans when and where they were watching their favorite video programming. In the six years since Adele’s last studio album, 25, music fans have shifted how they consume media. This strategy ensured we would reach the target audience efficiently within a short window.

Both Linear and Connected TV are powerful media for brands to leverage. Linear TV is cost-effective and offers great reach possibilities. CTV advertising offers a measurable, performance-focused complement to its linear counterpart.

RESULTS

The single, “Easy On Me,” broke Spotify’s record for most streams in a single day in less than 24 hours and quickly became Billboard‘s number 1 song on the Hot 100.

In addition, Adele’s 30 spent eight consecutive weeks at No. 1 on Billboard’s Top Album Sales chart, the most weeks in a row at No. 1 since 2014.  Billboard’s Top Album Sales chart ranks the top-selling albums of the week based only on traditional album sales. 

30 and “Easy on Me” have earned numerous Grammy nominations, including Record of the Year, Album of the Year, Song of the Year, Best Pop Solo Performance, and Best Pop Vocal Album.

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