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# 4 Charts for Hulu's New CMO
- URL: https://tvrev2beta2.ghost.io/hulu-advertising-tv-cmo-hire-kelly-campbell/
- Published: 2017-07-24T19:06:07.000Z
- Updated: 2017-07-24T19:06:07.000Z
- Author: Jason Damata
- Tags: Hulu, iSpot, #sqs, #Import 2026-09-03 18:51, Ad Tech

Hulu lead the Monday news cycle with an announcement of a new CMO, Kelly Campbell- [as covered expertly by Wayne Friedman](https://www.mediapost.com/publications/article/304798/former-google-exec-campbell-is-new-hulu-cmo.html?ref=tvrev2beta2.ghost.io). And while many might disagree about the role Hulu will play in the future of TV discovery, consumption and monetization-- virtually all will agree that her job is not an easy one. (We wish her luck!)**We thought it would be fun to show where Hulu's $115 million in TV ad value went in the last year as a clue into what Campbell will be inheriting, in 4 simple charts.**#1 The **more than 5 billion impressions** were-- (surprise?) mostly on live linear-- 4.2 billion of them at least. That means Hulu creatives saw a billion runs across OTT, local and VOD according to [iSpot.tv which measures TV ad exposures from the glass of smart TVs.](http://ispot.tv/?ref=tvrev2beta2.ghost.io)[](https://storage.ghost.io/c/18/4b/184bce7f-90ef-4333-95df-ad6ebcbdad98/content/images/images-squarespace-cdn-com/content/v1/60df3ea739725c04ca27d651/1628030529895-QHP440T8PHGC6UP1K1A2/hulu-impressions-by-type-07-24-2016-07-23-2017.png?ref=tvrev2beta2.ghost.io)#2 **Hulu likes to show up to the big parties.** Rio Olympics, NFL Playoffs, The Super Bowl (is that huge Feb spike, below).Also- take note of the gray, that is the view rate-- or average time people spent watching Hulu ads without interruption-- also known as completion rate. Anyway, you can see what ad nerds call **"creative wear"-- or the drop in attention, usually when an ad is reaching burn out with consumers.** See how the fall campaigns got stale? Campbell should dig in here, there is winning to be had.[](https://storage.ghost.io/c/18/4b/184bce7f-90ef-4333-95df-ad6ebcbdad98/content/images/images-squarespace-cdn-com/content/v1/60df3ea739725c04ca27d651/1628030530496-V9RFGADNGHZTV9FPAGRO/hulu-impressions-vs-avg-view-rate-07-24-2016-07-23-2017.png?ref=tvrev2beta2.ghost.io)#3 Hulu **spread the ball around on major networks-**\- looking at their investment in TV from an ad impression stand point, you can see Hulu was also picking off another hot tent pole in the last year (politics).[](https://storage.ghost.io/c/18/4b/184bce7f-90ef-4333-95df-ad6ebcbdad98/content/images/images-squarespace-cdn-com/content/v1/60df3ea739725c04ca27d651/1628030531598-IIZWV0OD71XW0H70131E/hulu-top-networks-by-impressions-07-24-2016-07-23-2017.png?ref=tvrev2beta2.ghost.io)That strategy has Hulu advertising reaching people under the average mean for TV (68). In fact, **67% of their ads reached folks under 55, with nearly 31% in that 18-34 sweet spot**.[](https://storage.ghost.io/c/18/4b/184bce7f-90ef-4333-95df-ad6ebcbdad98/content/images/images-squarespace-cdn-com/content/v1/60df3ea739725c04ca27d651/1628030529394-E35XVJ2ARS6UWUHJEJH4/hulu-age-of-your-audience-07-24-2016-07-23-2017.png?ref=tvrev2beta2.ghost.io)(Special thanks to [iSpot.tv the attention analytics company](http://ispot.tv/?ref=tvrev2beta2.ghost.io) that measures TV ad activity from the glass of millions of smart TVs and tracks ad exposures to sales conversion activities)