Modern growth audiences have adopted media diets that are inherently cross-platform and vary based on cultural relevance. To effectively capture these valuable segments, it is crucial to understand viewing behaviors at a more granular level. This guide compares actual viewing behaviors with current ad spend allocations to uncover hidden opportunities and spending gaps. By identifying the disconnects between where these dynamic audiences actually spend their TV time and where ad dollars are traditionally concentrated, brands can right-size their investments allowing for more targeted, efficient, and impactful budgets.