Chobani Pilot Anchors the Albertsons-NBCU CTV Measurement Launch
Albertsons Cos.’ retail media arm, Albertsons Media Collective, and NBCUniversal have launched a closed-loop measurement capability for connected TV (CTV) advertising, giving brands stronger proof of how premium video exposure contributes to retail sales.
The launch adds to the growing momentum behind CTV as a retail media performance channel — an area where measurement gaps have historically slowed investment.
The collaboration links Albertsons’ first-party transaction data with NBCU’s CTV exposure data through clean room technology, enabling deterministic measurement across screens and stores. Advertisers can now tie impressions from NBCU’s premium CTV inventory to in-store and digital purchases across Albertsons' banners.
RELATED: Albertsons' Roche: In-Store Unlocks New Opportunities to Rethink Retail Media Measurement
Chobani Case Study
Chobani tested the new capability through a campaign promoting its Protein Yogurt Drinks at Albertsons banners, according to insights shared with P2PI. The pilot followed an earlier campaign, adding premium CTV to an existing mix to an existing mix of on-site, off-site and social media tactics.
Chobani layered a broad awareness CTV strategy early in the campaign, adding to digital media and on-site placements designed to convert interest into cart adds. Ads included QR codes linking shoppers to a Chobani landing page on Albertsons.com or local banners, highlighting high-protein products with messaging such as “Protein for the win” and “Stay fuller longer.”
Albertsons Media Collective and NBCU reported the following results for the March-June 2025 flight:
- $4.22 ROAS on premium CTV.
- +69% ROAS on-site vs. benchmarks from a previous campaign without CTV.
- +43% ROAS off-site vs. benchmarks.
- 1.9x lift in new-to-brand social engagement.
- +36% new-to-brand buyers offsite (year-over-year program comparison).
Chobani said the campaign validated the role of premium CTV as a demand driver, not just an awareness tactic.
“Premium CTV helped us turn awareness into action, and the strong ROAS lifts across on-site and off-site proved just how powerful a connected, full-funnel approach can be,” Christen Spencer, director of shopper marketing, Chobani, said in a statement.
A Push for More Accountability in CTV
Albertsons Media Collective said the new capability responds directly to marketers’ increasing need for measurement clarity in their video investments.
“Advertisers have been asking for clearer proof that their CTV investments are driving real results,” said Evan Hovorka, VP of product innovation, Albertsons Media Collective. “By securely connecting ad exposure to sales through clean room technology, we’re bringing more accountability and transparency to premium video content — giving brands the confidence they need to invest in CTV as a full-funnel performance channel.”
NBCUniversal added that the collaboration simplifies how marketers of all sizes activate CTV, particularly those looking to tie media exposure to commerce outcomes.
