Where does my target audience actually spend time online?
In the categories, interests and shows they show up in more than expected. Watt reads what your customers buy and follow, then ranks shows, chains and categories by how far their share of your customers runs above their share of the population. Those are counts of behavior, not a panel estimate. A large podcast that reaches everyone tells you nothing. A smaller one your customers turn up in at several times the expected rate tells you where to spend.
How do I tell which channels are worth my budget?
Compare your customers' share of an audience with their share of the population. Every channel on a media plan will sell you reach. Almost none will tell you whether the people that reach covers are yours. If 2% of US adults listen to a show and 8% of your customers do, your customers are four times more common in that audience than in the population. No seller publishes that comparison, because no seller knows who your customers are.
Is a large audience better than a concentrated one?
Usually not, and the plan will tell you the opposite. A podcast with two million listeners where your customers are no more common than in the population reaches exactly the general public. You pay for two million impressions and get the same hit rate you would get anywhere. A show with eighty thousand listeners where your customers are four times more common reaches fewer people, and a far higher share of them are yours. The first buy looks better in a plan. The second one usually performs better.
LLMs index what people say. Watt indexes what people do.
A seller sells you reach. Watt tells you whether the people that reach covers are yours, by comparing your customers' share of an audience with their share of the population.
What are people shopping for camping gear watching and attending?How do I research audiences for podcast, connected TV or creator before I buy?
Start by writing the customer description all three of them ask you to arrive with. Podcast networks sell against genre and listening behavior you select. Connected TV takes segments you onboard through a demand-side platform. Creator platforms report follower counts and demographics. All three assume you arrive knowing who you want. Watt builds that description from what your customers buy and follow, which gives you the show list, the chains and the categories to take into the buy. Arriving with those rather than an age range also lets you hold the seller to the buy afterwards, because you can check what you asked for against what ran.
How do I plan media for a new business line with no data?
Describe the customer you expect, and check whether that group exists before you commit a budget. A new line has no purchase history to profile, so you start from a description of the customer you expect. Watt sizes that group across US adults and shows where it turns up most, which turns a hypothesis into a media plan you can test rather than a guess you have to fund first.
Which channel should I test next?
The one where your customers over-index hardest relative to what it costs to reach them there. Watt shows the over-index. You bring the rates. A channel where your audience shows up at three times the expected rate is worth testing before one where they show up at the population average, even if the second reaches more people in total.
The comparison tells you where your customers are unusually common, not what the placement costs. Four times the share at six times the CPM is a worse buy than the population average, so take the rate from the seller and put the two side by side.
Aggregated, licensed behavior across US adults. Watt does not read individuals, and adults only.