The news: Samsung Ads bridges the gap between linear and streaming TV with TotalView, offering a single dataset across 70 million European smart TVs, per Marcom News. 

With 60% CTV share across the UK, Germany, France, Italy, and Spain, per The Current, Samsung Ads has a huge CTV addressable opportunity.

TotalView is a solution that addresses fragmentation by providing deduplicated reach forecasting, incremental targeting, and unified reporting throughout the campaign lifecycle. Its features eliminate blind spots between linear and streaming audiences and apply unified data from pre-planning to post-campaign analysis.

The features reflect the shift from linear to digital: Linear’s share of total viewing time dropped from 84% (2010) to 40% (2025), per Marcom News.

“Our audience insights at scale mean we understand not just what viewing behaviors look like today, but how they’re evolving over time—giving us a complete view of campaign reach that every media planner and buyer strives for,” Alex Hole, SVP and GM for Samsung Europe and MENA told Marcom News.

Why it's worth watching: The fragmentation of TV viewing now demands a unified currency. Samsung’s TotalView gives advertisers the ability to plan, activate, and measure across linear and streaming without duplication or data gaps.

TotalView could transform TV buying by enabling aggregated, audience-based decisions rather than siloed channel strategies. Its use could allow marketers to gain visibility into actual viewing behaviors across the entire Samsung TV ecosystem in the following ways.

• Enables incremental reach targeting based on complete exposure data.
• Provides a single source of truth for cross-environment performance.
• Leverages Samsung’s massive manufacturer-level scale for unique audience insights.

Implications for brands: The shift from platform-specific buys to more uniform, audience-first strategies that account for total TV consumption will require marketers to audit current TV measurement for overlap.

Brands should prioritize platforms offering deduplicated reach. Use manufacturer-grade data to inform frequency caps and incremental targeting. By treating TV as one unified ecosystem rather than a collection of silos, TotalView transforms fragmentation from a liability into a competitive advantage.

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