Geotesting linear TV is rare because it’s really hard. It’s expensive and operationally complex to buy locally and the inventory can differ. That said, when a brand is willing to take the significant effort and make the investment to put it to the test, it can really pay off. Big shout out to the team at Skylight for taking the causal approach to proving linear works for them. How the test was built: • Tatari created a local plan mirroring Skylight’s national strategy • Haus built a synthetic control from unaffected geos • This local plan was measured against the synthetic control for 5 weeks The Results: Linear TV drove meaningful business impact, including a +5.3% DTC sales lift, a +11.2% Amazon lift, and a +8.6% total omnichannel lift. Now for the nuance - CPIA efficiency came in slightly above goal, which gave the Skylight team a clear target for further optimization. Now expanded into national inventory, Skylight plans to iteratively refine buying and testing until Linear performance is in line with target efficiency benchmarks.