Hammering Out a Sales Lift: How Tubi Helped a National Home Improvement Retailer
THE OPPORTUNITY
Spring is the busiest stretch of the year for home improvement, and every retailer in the category is spending against the same project-planning shopper. This retailer needed to turn that consideration into real trips and purchases, with measurement solid enough to prove which channels earned the credit.
THE INSIGHT
Tubi's audience insights showed home improvement wasn't a small slice of viewers. According to MRI Cord Evolution, a third of Tubi streamers took on a home improvement project in the last year, 29% treat DIY as an actual hobby, and another 20% have a minor project, like painting, lighting, or a refresh, planned for the next twelve months.
That same pattern holds for Tubi's Spanish-speaking audience, where the platform indexes at 113 and ranks top five in P2+ multicultural reach (Nielsen Streaming Platform Ratings). That's why the retailer built a dedicated Spanish-language flight instead of combining it into the general market buy.
THE SOLUTION
The retailer ran Tubi Premium Video in 15s and 30s across two distinct audience builds, a contextually targeted general market buy against A25-54 and a separate Spanish-language buy. Keeping the two buys separate, rather than blending them into one, meant creativity and delivery could be tuned to each audience.
An InMarket study was built into the campaign from day one, tracking incremental sales and store visits on a 14-day attribution window. The results are lifted against a matched control group, not a correlation drawn after the fact.
TUBI PREMIUM VIDEO
Tubi's Premium Video puts brands inside full-episode and feature-length ad-supported content, where viewers are leaned in and completion runs high. The retailer used contextual targeting against A25-54 to land its 15s and 30s spots alongside content its project-planning shoppers were already streaming.
THE RESULTS
The campaign delivered across the funnel, pulling shoppers into stores and driving them to buy, with results measured against a real comparison group rather than assumed after the fact.
- +16.5% incremental sales lift
- $10.5M in incremental revenue
- 7.5x incremental ROAS
- +14.9% incremental visit lift
- 126.4K incremental store visits
- 14% above InMarket's retail benchmark
- 171.8M impressions
- 23M unique viewers across the flight
Source: Measurement partner: Tubi + InMarket; Study dates: 4/2/2026–6/28/2026, 14-day attribution window; Insight source: MRI Cord Evolution, August 2026. Nielsen Streaming Platform Ratings, 01/01/2026–03/31/2026, M-SU 6A-6A, L+SD, Composite, 6 Min Qualifier, Multicultural (Hispanic or Black/AA or AAPI or American Indian/Alaska Native or Other/Unknown, 70% Unification).