With the upfront TV advertising market on the horizon, Roku is offering a “Primetime Reach Guarantee” -- a competitive effort to improve the reach of TV homes versus that of a cable TV network.

Roku says the guarantee “brings a key benefit of cable advertising to TV streaming advertising,” where it “prioritizes” delivery to unique households across The Roku Channel and the additional top 100 channels on the platform.

Initial results for a financial services marketer showed that Roku reached more TV homes during a one-day prime-time media buy in the fourth quarter of 2022 (from 8:00 to 11:00 PM) than an average program on a top-five viewing cable network.

The Prime Reach Guarantee is available to buy directly from Roku, including programmatically through its supply-side platform, OneView.

Roku has 70 million active accounts.

Last summer, Roku warned of a TV slowdown to come in the later part of 2022. This came after news that Roku closed $1 billion in upfront advertising commitments. Statista estimated Roku totaled $1.4 billion in 2022.