📺 Connected TV · All campaigns, all time
Connected TV — TBOP & Project 3.5
Connected TV (CTV) is advertising that plays on a TV that streams over the internet. This page totals both Michigan United flights, TBOP (2024) and Project 3.5 (2025). Use it to compare the two flights side by side. The monthly reports and the Year, 6-month, and 3-month windows exclude both flights, because both ran before those windows. Generated October 02, 2026.
Total Spend
$5,484
Total Impressions
184,879
Households Reached
71,312
Completed Views
181,155
Both campaigns, side by side
This section sets the two flights side by side. A monthly report shows one flight at a time, so this is the only place the two compare directly. The flights differ in audience, dates, and landing site.
| Campaign | Bought By | Landing Domain | Window | Spend | Impressions | Households | VTR |
|---|---|---|---|---|---|---|---|
| TBOP Week 1: Anti-Authority Progressives | Michigan United | takingbackmi.org | 2024-05-20–2024-05-25 | $913 | 30,144 | 11,501 | 98.7% |
| TBOP Week 1: Trusting Progressives | Michigan United | takingbackmi.org | 2024-05-20–2024-05-25 | $884 | 21,564 | 6,477 | 97.2% |
| TBOP Week 3: Anti-Authority Progressives | Michigan United | takingbackmi.org | 2024-06-03–2024-06-03 | $1,510 | 47,324 | 18,440 | 98.1% |
| TBOP Week 3: Trusting Progressives | Michigan United | takingbackmi.org | 2024-06-03–2024-06-03 | $754 | 25,287 | 8,540 | 97.1% |
| Project 3.5 Launch: Trusting Democrats | Michigan United | miunited.org | 2025-04-22–2025-04-22 | $763 | 29,706 | 10,704 | 97.9% |
| Project 3.5 Launch: Anti-authority Progressives | Michigan United | miunited.org | 2025-04-22–2025-04-22 | $661 | 30,854 | 15,650 | 97.0% |
Top 10 cities
Top cities by impressions, both flights combined. Use it to see where the ads played most.
Grand Rapids, MI
20,348
Lansing, MI
10,115
Kalamazoo, MI
8,692
Detroit, MI
8,620
Muskegon, MI
7,043
Holland, MI
5,574
Jackson, MI
4,110
Ypsilanti, MI
3,779
Rockford, MI
3,723
Livonia, MI
3,648
Age bracket
Impressions by age bracket, with the gender split. Men 69,350 · Women 66,931 · Unknown 15,678
18-20
9,533
21-24
6,091
25-34
42,316
35-44
50,656
45-54
17,290
55-64
17,303
65+
8,769
Unknown
1
🎯 The messaging test that actually ran
TBOP's landing-page test compared a control page with a variant page for each audience. Use it to see which message converted better. The test ran to completion, and the counts are small.
| Audience | Control Visits | Control Conv. | Rate | Variant Visits | Variant Conv. | Rate |
|---|---|---|---|---|---|---|
| Anti-Authoritarian Progressives | 1,583 | 3 | 0.19% | 1,513 | 0 | 0.00% |
| Trusting Progressives | 1,064 | 8 | 0.75% | 1,035 | 14 | 1.35% |
"Trusting Progressives" variant converted at 1.35% against the control's 0.75% (14 against 8 conversions). "Anti-Authoritarian Progressives" variant converted at 0% against 0.19% (0 against 3). The variants moved in opposite directions. The counts are small, and neither gap is distinguishable from chance (p-values of about 0.20 and 0.25; the usual bar for a real difference is below 0.05). Retest before reusing either script.
Which entry path actually converts
This table shows which entry paths produced conversions in TBOP's click-level data, with city and device detail rolled up. Browser means the app the click came from, such as the Instagram or Facebook in-app browser. Use it to see which paths convert. Facebook against Instagram (16 of 329 against 1 of 4,541) is a real gap. The other rows rest on 0 to 3 conversions each, which is too few to compare.
| Entry Path | Traffic Source | Clicks | Conversions | Conv. Rate |
|---|---|---|---|---|
| Safari | direct_traffic | 46 | 3 | 6.52% |
| Safari | social_traffic | 17 | 1 | 5.88% |
| social_traffic | 329 | 16 | 4.86% | |
| unknown | 122 | 1 | 0.82% | |
| direct_traffic | 4,541 | 1 | 0.02% | |
| Chrome | direct_traffic | 47 | 0 | 0.00% |
Site traffic on takingbackmi.org: 5,969 new users, 1,542 engaged sessions. Meta paid social (Facebook and Instagram ads) promoting these links: 70,357 reach, 421,890 impressions, $3,423 spend, 5,867 link-click results.
Attribution:
campaign_owner is Michigan United on every row, whatever the landing domain. Michigan United bought and placed both flights, and TBOP lands on takingbackmi.org instead of miunited.org. Tables: ctv_performance, ctv_site_traffic, ctv_paid_social, ctv_ab_test, ctv_geo_clicks in mu_master_analytics. Spend totals use the City and ZIP breakdowns. Audience breakdowns overlap, so they do not sum to a campaign total. Regenerate: connected_tv_report.py.