Tubi Ads Deliver 37% Sales Lift for QSR, Rethinking Streaming ROI

Tubi's analysis of brand and outcome-based campaigns across QSR, retail, automotive and CPG categories shows consistent lower-funnel impact. The data pulls streaming ads out of the awareness bucket and into the performance discussion.

In the QSR category, campaigns drove a 26% lift in store visits and a 37% lift in incremental sales. Retail posted a 21% lift in store visits and 27% in sales. Automotive – a category where the purchase cycle is long and attribution tough – saw a 25% lift in vehicle purchases. CPG recorded a 13% lift in sales with an incremental ROAS of nearly 4-to-1.

"The biggest concern buyers have about streaming publishers is that our value starts and stops in the upper funnel," said Cierra Prince, VP of Ad Measurement at Tubi. "The new reality is that streaming video is truly full funnel; Tubi has proven we can build brand awareness and consideration. We can equally influence conversion and loyalty outcomes."

The numbers challenge the measurement playbook inherited from linear TV. Streaming scaled at a time when privacy regulation pulled back direct data sharing, leaving attribution models biased toward recency and click-based channels. Tubi's response is a measurement-orchestrator approach. It aligns advertiser goals, third-party partners and media execution into a closed loop. The stack works with Kantar, Upwave, InMarket, Foursquare, Circana, Polk and Innovid – the same providers brands already use for linear and digital.

Case studies sharpen the picture. A retailer using Tubi Moments, a rotational buy tied to scene-specific metadata tags, drove an 8.4% lift in sales. An auto brand using the carousel format saw a 33% lift in vehicle purchases, above Polk benchmarks. Film launch campaigns on Tubi lifted associated ticket purchases by 14%.

The pattern across these tests tells a consistent story. Streaming ads can move foot traffic and sales, not just awareness. For advertisers with finite budgets, the evidence provides a basis to shift spend from linear TV without losing reach. For Tubi, which operates a free ad-supported model, the data justifies higher CPMs and deeper integration with advertiser measurement systems.

"Advertisers and publishers are both motivated to move from reach to more meaningful brand and business outcomes," Prince said. "When budgets are finite and video inventory seemingly infinite, the ability to drive measurable, behavioral impact is increasingly critical."

The measurement stack Tubi uses is not proprietary. The same partners are available to competitors. The difference lies in execution. Tubi's orchestrator model ensures exposure data feeds into outcome measurement in near real time, rather than as a post-campaign study. That operational edge may be hard to replicate quickly.

"We meet advertisers where they are in terms of the KPIs they care about and the partners they know and trust," Prince said. "After we prove our ability to drive outcomes in the same solutions they use to evaluate legacy partners, we can work with them to scale through test-and-learn frameworks."

The ability to link exposure to sale, repeatedly across categories, is the differentiation that turns streaming from a reach play into a performance channel. The next test is whether these lifts translate into sustained budget reallocation as advertisers update their attribution models for the streaming era.