M-Marketing · YouTube Performance

McNeill Stores — YouTube, 13 Markets

← Portfolio overview

2026-07-01 to 2026-07-31 · 31 days · Google Ads account 480-063-0074. Built directly from BigQuery on 2026-09-01; no manual export in the loop.

Investment
$88,413
$2,852/day average
Impressions
8.30M
$10.65 CPM
People reached
4.62M
$19 per 1,000 reached
Frequency
1.8×
Google estimate, summed per market
Completed views
7.29M
87.87% watched to the end
Cost / 1k completed
$12.13
the portfolio benchmark
Clicks
4,875
0.059% CTR
Markets
13
over 31 days

01Market performance

The fair way to compare 13 markets running the same creative on the same bid strategy is cost per 1,000 completed views — it folds CPM and completion rate into one number, so a market that buys cheap impressions people abandon gets no credit for it. Portfolio average is $12.13; Columbus is the most efficient, Gainesville the least, a 29% spread.

portfolio avg $12.13Columbus$10.49Lexington$10.91Louisville$11.22Detroit$11.47Evansville$11.88Tallahassee$11.98Bowling Green$12.27Grand Rapids$12.55Fort Wayne$12.88South Bend$13.02Lansing$13.13Toledo$13.25Gainesville$13.54
MarketBudget/daySpend Impr.CPMCompl. CompletedCost/1k compl.Index
Columbus$150.00$7,408782,339$9.4790.24%706,013$10.4987
Lexington$50.00$3,341342,648$9.7589.34%306,123$10.9190
Louisville$100.00$6,662670,161$9.9488.57%593,588$11.2293
Detroit$300.00$14,9631,442,472$10.3790.40%1,303,963$11.4795
Evansville$75.00$3,713357,182$10.4087.50%312,541$11.8898
Tallahassee$75.00$3,709352,220$10.5387.92%309,678$11.9899
Bowling Green$50.00$3,330310,340$10.7387.45%271,380$12.27101
Grand Rapids$250.00$12,0391,076,116$11.1989.13%959,104$12.55103
Fort Wayne$75.00$6,288574,141$10.9585.01%488,049$12.88106
South Bend$125.00$7,042640,063$11.0084.48%540,708$13.02107
Lansing$100.00$5,636488,173$11.5487.92%429,208$13.13108
Toledo$150.00$10,045891,018$11.2785.07%757,973$13.25109
Gainesville$50.00$4,237371,008$11.4284.35%312,958$13.54112

02Where the ads actually ran

Google itemises channel-level placements for 3,659,116 impressions ($39,851). Within that portion the ads appeared on 14,175 distinct YouTube channels. This comes from the Google Ads API — the BigQuery transfer carries no automatic-placement data at all.

Inventory typeChannelsImpr. CostShare of impr.CPM
Creator / other14,1042,872,960$29,01778.5%$10.10
YouTube TV linear71786,156$10,83421.5%$13.78

Top 25 channels by impressions

ChannelImpr.Cost CPM
(YouTube TV) FOX News250,625$3,310$13.21
YouTube Movies95,099$1,139$11.98
(YouTube TV) MS NOW77,079$973$12.62
(YouTube TV) CNN55,950$755$13.50
(YouTube TV) ESPN48,706$699$14.35
ABC News36,012$339$9.42
Kai Cenat Live33,729$330$9.78
(YouTube TV) Hallmark TV33,172$468$14.11
SML32,464$371$11.44
CaseOh30,247$281$9.30
Midwest Safety27,504$278$10.10
Fox News24,481$248$10.13
Joe Bartolozzi24,438$248$10.13
(YouTube TV) TV Land20,391$293$14.36
Joe Bart Games20,206$186$9.19
(YouTube TV) CNBC18,827$247$13.11
CboysTV17,631$176$9.97
MeidasTouch17,264$184$10.64
(YouTube TV) Investigation Discovery17,143$237$13.83
MS NOW16,732$155$9.29
CBS News16,597$135$8.13
Sam and Colby16,293$169$10.36
(YouTube TV) FOX Business15,679$214$13.67
NBC News15,560$141$9.08
Unspeakable Studios14,723$136$9.23

The long tail is the real story. 11,533 channels — 81.4% of the list — delivered fewer than 100 impressions each, 5.4% of disclosed volume in total. Automatic placements concentrate on a handful of large channels and spray the rest across thousands nobody has reviewed.

03When the ads ran

No ad schedule is set on any campaign, so delivery follows raw YouTube supply. The overnight block runs 16.8% of impressions for 15.5% of spend — 4,458,920 impressions costing $21,464, in the hours when a connected TV screen is most likely to be running unattended.

036912151821MonMonday 00:00 — 4,960 impressions/dayMonday 01:00 — 4,451 impressions/dayMonday 02:00 — 3,709 impressions/dayMonday 03:00 — 4,219 impressions/dayMonday 04:00 — 2,407 impressions/dayMonday 05:00 — 1,586 impressions/dayMonday 06:00 — 1,383 impressions/dayMonday 07:00 — 1,400 impressions/dayMonday 08:00 — 1,502 impressions/dayMonday 09:00 — 1,569 impressions/dayMonday 10:00 — 1,624 impressions/dayMonday 11:00 — 1,900 impressions/dayMonday 12:00 — 2,318 impressions/dayMonday 13:00 — 2,885 impressions/dayMonday 14:00 — 3,678 impressions/dayMonday 15:00 — 4,018 impressions/dayMonday 16:00 — 5,166 impressions/dayMonday 17:00 — 6,868 impressions/dayMonday 18:00 — 10,677 impressions/dayMonday 19:00 — 13,285 impressions/dayMonday 20:00 — 16,512 impressions/dayMonday 21:00 — 14,449 impressions/dayMonday 22:00 — 16,843 impressions/dayMonday 23:00 — 7,275 impressions/dayTueTuesday 00:00 — 4,200 impressions/dayTuesday 01:00 — 3,686 impressions/dayTuesday 02:00 — 5,139 impressions/dayTuesday 03:00 — 4,801 impressions/dayTuesday 04:00 — 3,476 impressions/dayTuesday 05:00 — 2,130 impressions/dayTuesday 06:00 — 1,273 impressions/dayTuesday 07:00 — 1,433 impressions/dayTuesday 08:00 — 1,294 impressions/dayTuesday 09:00 — 1,372 impressions/dayTuesday 10:00 — 1,492 impressions/dayTuesday 11:00 — 1,777 impressions/dayTuesday 12:00 — 2,162 impressions/dayTuesday 13:00 — 2,554 impressions/dayTuesday 14:00 — 2,832 impressions/dayTuesday 15:00 — 3,187 impressions/dayTuesday 16:00 — 3,730 impressions/dayTuesday 17:00 — 4,684 impressions/dayTuesday 18:00 — 7,469 impressions/dayTuesday 19:00 — 8,006 impressions/dayTuesday 20:00 — 8,708 impressions/dayTuesday 21:00 — 9,471 impressions/dayTuesday 22:00 — 9,588 impressions/dayTuesday 23:00 — 5,794 impressions/dayWedWednesday 00:00 — 6,691 impressions/dayWednesday 01:00 — 4,790 impressions/dayWednesday 02:00 — 5,808 impressions/dayWednesday 03:00 — 4,609 impressions/dayWednesday 04:00 — 2,474 impressions/dayWednesday 05:00 — 1,673 impressions/dayWednesday 06:00 — 1,341 impressions/dayWednesday 07:00 — 1,345 impressions/dayWednesday 08:00 — 1,271 impressions/dayWednesday 09:00 — 1,285 impressions/dayWednesday 10:00 — 1,469 impressions/dayWednesday 11:00 — 1,700 impressions/dayWednesday 12:00 — 2,143 impressions/dayWednesday 13:00 — 2,915 impressions/dayWednesday 14:00 — 3,150 impressions/dayWednesday 15:00 — 3,698 impressions/dayWednesday 16:00 — 3,936 impressions/dayWednesday 17:00 — 4,655 impressions/dayWednesday 18:00 — 7,370 impressions/dayWednesday 19:00 — 6,810 impressions/dayWednesday 20:00 — 8,056 impressions/dayWednesday 21:00 — 9,576 impressions/dayWednesday 22:00 — 9,503 impressions/dayWednesday 23:00 — 4,630 impressions/dayThuThursday 00:00 — 5,406 impressions/dayThursday 01:00 — 4,913 impressions/dayThursday 02:00 — 6,239 impressions/dayThursday 03:00 — 6,056 impressions/dayThursday 04:00 — 2,960 impressions/dayThursday 05:00 — 2,137 impressions/dayThursday 06:00 — 1,978 impressions/dayThursday 07:00 — 1,664 impressions/dayThursday 08:00 — 1,604 impressions/dayThursday 09:00 — 1,666 impressions/dayThursday 10:00 — 1,726 impressions/dayThursday 11:00 — 2,001 impressions/dayThursday 12:00 — 2,411 impressions/dayThursday 13:00 — 2,803 impressions/dayThursday 14:00 — 2,577 impressions/dayThursday 15:00 — 3,085 impressions/dayThursday 16:00 — 4,380 impressions/dayThursday 17:00 — 5,248 impressions/dayThursday 18:00 — 6,992 impressions/dayThursday 19:00 — 7,130 impressions/dayThursday 20:00 — 8,020 impressions/dayThursday 21:00 — 7,572 impressions/dayThursday 22:00 — 8,398 impressions/dayThursday 23:00 — 4,863 impressions/dayFriFriday 00:00 — 5,512 impressions/dayFriday 01:00 — 6,767 impressions/dayFriday 02:00 — 4,820 impressions/dayFriday 03:00 — 3,772 impressions/dayFriday 04:00 — 3,186 impressions/dayFriday 05:00 — 1,840 impressions/dayFriday 06:00 — 1,636 impressions/dayFriday 07:00 — 1,794 impressions/dayFriday 08:00 — 1,736 impressions/dayFriday 09:00 — 1,793 impressions/dayFriday 10:00 — 2,058 impressions/dayFriday 11:00 — 2,912 impressions/dayFriday 12:00 — 2,560 impressions/dayFriday 13:00 — 2,728 impressions/dayFriday 14:00 — 2,897 impressions/dayFriday 15:00 — 3,168 impressions/dayFriday 16:00 — 3,579 impressions/dayFriday 17:00 — 4,193 impressions/dayFriday 18:00 — 5,497 impressions/dayFriday 19:00 — 7,357 impressions/dayFriday 20:00 — 9,390 impressions/dayFriday 21:00 — 9,756 impressions/dayFriday 22:00 — 10,108 impressions/dayFriday 23:00 — 4,546 impressions/daySatSaturday 00:00 — 5,999 impressions/daySaturday 01:00 — 4,323 impressions/daySaturday 02:00 — 3,984 impressions/daySaturday 03:00 — 3,631 impressions/daySaturday 04:00 — 4,459 impressions/daySaturday 05:00 — 2,771 impressions/daySaturday 06:00 — 1,927 impressions/daySaturday 07:00 — 1,845 impressions/daySaturday 08:00 — 1,822 impressions/daySaturday 09:00 — 1,950 impressions/daySaturday 10:00 — 1,845 impressions/daySaturday 11:00 — 2,078 impressions/daySaturday 12:00 — 2,247 impressions/daySaturday 13:00 — 2,395 impressions/daySaturday 14:00 — 2,502 impressions/daySaturday 15:00 — 2,902 impressions/daySaturday 16:00 — 2,960 impressions/daySaturday 17:00 — 3,223 impressions/daySaturday 18:00 — 3,653 impressions/daySaturday 19:00 — 3,830 impressions/daySaturday 20:00 — 4,082 impressions/daySaturday 21:00 — 4,413 impressions/daySaturday 22:00 — 4,752 impressions/daySaturday 23:00 — 3,392 impressions/daySunSunday 00:00 — 4,598 impressions/daySunday 01:00 — 3,886 impressions/daySunday 02:00 — 4,905 impressions/daySunday 03:00 — 3,482 impressions/daySunday 04:00 — 3,381 impressions/daySunday 05:00 — 3,339 impressions/daySunday 06:00 — 2,083 impressions/daySunday 07:00 — 2,091 impressions/daySunday 08:00 — 1,899 impressions/daySunday 09:00 — 1,997 impressions/daySunday 10:00 — 2,087 impressions/daySunday 11:00 — 2,158 impressions/daySunday 12:00 — 2,204 impressions/daySunday 13:00 — 2,405 impressions/daySunday 14:00 — 2,447 impressions/daySunday 15:00 — 2,723 impressions/daySunday 16:00 — 3,222 impressions/daySunday 17:00 — 3,303 impressions/daySunday 18:00 — 3,632 impressions/daySunday 19:00 — 3,931 impressions/daySunday 20:00 — 3,922 impressions/daySunday 21:00 — 3,999 impressions/daySunday 22:00 — 4,017 impressions/daySunday 23:00 — 3,223 impressions/dayorange = midnight to 6am

04Screens and formats

Creative length is derived from the video duration on each asset. The two cuts buy materially different inventory at materially different prices.

FormatCreativesImpressions SpendCPMShare of spend
15-second269,661,413$88,325$9.1499.9%
30-second393,348,857$49,198$14.6955.6%

05What this report does not cover

Three things in the original July report have no BigQuery source. They are omitted rather than estimated:

  • Co-viewed impressions. Google's estimate of additional people watching the same connected-TV screen. Not exposed by the transfer or the API, so the reach figures here are on a per-viewer basis rather than the co-viewed basis Google's own interface uses.
  • Reach outside a fetched window. Unique users cannot be summed across days or ranges, so reach is only shown when this report's exact period has been requested from the API. Narrow the range and the reach figures disappear rather than mislead.