Advanced Television

Samba TV

Data: 4.1m watch second GOP debate

Data presented by Samba TV reveals that 4.1 million US households watched the second GOP debate on September 27th, down 39 per cent from the first debate when 6.6 million US households tuned in. On average, households watched the second debate for a total of 59 minutes – also down (-24 per cent) from the […]

September 29, 2023

Data: Majority of US support Hollywood strikes

Americans are broadly aware of Hollywood writers and actors going on strike, with 74 per cent of adults saying they have heard of it, according to data presented by Samba TV. Baby boomers and silent generation adults are most aware compared to other generations.  The majority of all generations support the strike, including 4 in […]

September 27, 2023

Data: US World Cup audience wanes

US football fans were initially eager to cheer on team USA during the Women’s World Cup this summer, particularly at the start of the tournament. Some 4.4 million US households tuned-in to the team’s first game against Vietnam, which aired on Fox at 9pm EST on July 21st. Later games that team USA played in […]

August 22, 2023

Report: Streaming growth boon for advertisers

Omniscreen data and measurement provider Samba TV’s latest State of Viewership report, analysing approximately 45 billion hours of linear and streaming during the first half of 2023, indicates a viewership landscape marked by opportunities for audiences to consume OTT content, consisting of newly-rolled out AVoD options from streaming leaders Disney+ and Netflix, as well as […]

August 10, 2023

Report: Representation key in choosing what to watch

Samba TV, a provider of omniscreen data and measurement, has released its State of Diversity on TV report, an analysis of representation across top TV shows of 2023 and how that representation impacts viewership. As the US grows in diversity, content creators, marketers, and advertisers have an opportunity to boost engagement with programming decisions like […]

June 21, 2023

Data: 2.6m US watch Avatar sequel on Max/Disney+

According to data from Samba TV, 2.6 million US households watched Avatar: The Way of Water streaming on Disney+ and Max during the launch (June 7th) plus four day window. Black and Hispanic households both over-indexed based on viewership of the movie by 10 per cent and 9 per cent respectively, compared to the national […]

June 13, 2023

Data: CNN reach down 7% under Licht

Since Chris Licht took over the reins at CNN for Jeff Zucker in May 2022 through to the present day, the news network’s average daily reach decreased by 7 per cent year-over-year according to Samba TV. Meanwhile, viewership during this same time period (May 2022 – June 2023) with regard to the network’s competitors, including […]

June 9, 2023

Yahoo partners with Samba TV

Yahoo has announced a strategic partnership with Samba TV, a specialist in TV data and analytics, to provide advertisers with a holistic advanced TV solution to enhance omni-screen campaign targeting and measurement within the Yahoo DSP for the first time across the UK and Canada. The deal is part of an extension and renewal of an […]

May 15, 2023

Analysis: Streaming Gen Z’s go-to destination

Findings from television technology and omniscreen advertising and analytics provider Samba TV indicate that streaming platforms are the go-to destination for content consumption for the Gen Z demographic and that mobile devices play a crucial role in their television viewing behaviours. The survey of more than 2,500 US adults conducted with global research firm HarrisX […]

May 9, 2023

Study: TikTok ads can drive viewers to other media

Samba TV and TikTok has released findings of a partnered study measuring the effectiveness of advertising on the global entertainment platform to deliver awareness and conversion into viewership of shows, movies and live events. As the media landscape continues to fragment, content providers are eager to identify the most effective ways to drive ‘tune-in’ beyond […]

April 28, 2023