Meta sells guaranteed reach, TV-style

Meta's new Ads Super Burst lets advertisers lock a three-to-24-hour window on a single day across Facebook and Instagram with price and reach agreed up front, including category exclusivity on tentpole dates, a product Meta's Simon Whitcombe says delivers "a share of a defined audience" with frequency fixed at one. It is upfront-style certainty aimed squarely at TV and YouTube Reserve budgets, with Whitcombe noting CPMs will vary by date: "A major cultural moment prices differently from an ordinary Tuesday."