Panelist reach by platform
Reading this table. Overall rows are the de-duplicated union of a platform's
app row and its CTV row — they are not additional audience, so never sum the reach column.
Meta is the union of Facebook and Instagram. Time and session figures come from app
usage only; a CTV row contributes ad exposures, which is why its time columns read zero.
Why time columns say "allocated". The duration recorded in
the app-usage source tiles the panelist's whole day — panel-wide, the summed
duration for an active panelist-day has a median of 0.92 × 24h, and 59% of
panelist-days exceed 20 hours. It behaves like attribution of elapsed time to whichever app
was last in front, not attentive viewing. So Share of app time is the trustworthy time
measure (it is a ratio, so the inflation cancels); absolute minutes and hours are directional
only. Reach, days active and session counts are unaffected — lead with those.
Trend
Click a legend entry to show or hide that platform. Month-wise covers the last 12 months of panel data; day-wise covers the selected period.
Cross-platform overlap
Of the row platform's panelists, the share that also used the column platform.Platform-exclusive panelists
Used exactly one tracked platform in the period.Platform repertoire
How many tracked platforms a panelist uses.
Platforms —
yes means the panelist used that platform at least once in the selected period —
app usage for the twelve app platforms, a tagged CTV ad exposure for the CTV rows. The filter
row narrows which panelists appear; every selected platform still gets a column. The
CSV downloads the full filtered list, not just the visible page.
India
Geography comes from the panelist's device record (IP-derived), and each panelist is
pinned to one location — the most recent one on file — so state, district and city
counts sum to the active panel rather than over-counting multi-device panelists. Cities that
cannot be resolved to a census district are reported as unmapped, never guessed. Choosing a
platform colours the map by that platform's reach within each state.
Cell shading is scaled per row, so each platform shows its own shape rather than
disappearing next to YouTube. The current month is marked MTD and is dimmed — it covers
only the elapsed days, so month-on-month is computed from the last two complete months.
The active panel grew from ~2.9k to ~8k over this window, so read reach % (not raw
panelists) when comparing across months. CTV rows are zero before Mar 2026 because creative-level
platform tagging did not exist yet — see CTV diagnostics.
All apps on the panel
System and OEM packages (launchers, always-on displays, the SYNC SDK itself) are excluded — they dominate foreground time without being apps anyone chose.
How the CTV rows are derived
CTV reach here means CTV ad exposure, not CTV viewing. The SYNC SDK runs on
panelists' phones, so there is no CTV app-usage signal in the panel. The only CTV evidence
is
the ACR table: an ad the phone's mic recognised, whose platform
is encoded in the creative's filename (jhs_ctv_…, youtube ctv_…).
That means a CTV row counts panelists who were near a TV playing a tracked campaign's
ad on that platform. It scales with campaign activity, and platform tagging only became
reliable from March 2026. Treat it as directional, never as total CTV audience.