Usher’s first Super Bowl show drew 30.1 million households, according to TV intelligence company Samba TV, which released numbers from the big game Monday morning.
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Super Bowl 2024 was watched by a mammoth 39million viewers - up six per cent from the previous year after Taylor Swift brought major star power to the game. Early viewing numbers from the blockbuster match - which saw Travis Kelce's Kansas City Chiefs triumph over the San Francisco 49ers 25- 22 - indicate a substantial rise in fans for just the TV broadcast from researcher Samba TV, per TV Technology. The figures mean the 2024 Super Bowl was the highest Super Bowl TV viewership in the past six years and the third most viewed of all time.
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Having seen firsthand how the research sausage gets made, Next TV has a lot of respect for Samba TV and the data it pulls from "tens of millions" of smart TV users who have voluntarily, it claims, "opted in" to its data collection panel. And having been decidedly underwhelmed by the myriad "research" reports that tell us which programming genres are hot in streaming right now, we approached Samba TV's second-half of 2023 "The State of Viewership" report with a bit of shock and awe.
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Equativ said it has integrated audience data from Samba TV into its ad buying platform. Advertisers will be able to use Samba TV’s first-party data to manage audience reach, frequency and retargeting across connected TV.
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AdNews can reveal that not only has that partnership been extended, but that The Trade Desk will be launching a new TV planning product alongside Samba in the coming weeks which will allow the media buying platform to leverage Samba automatic content recognition (ACR) data to identify specific geographic areas that have been under or over exposed to a linear TV campaign.
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This will be the year that multiple currencies are finally used to buy and sell linear and digital television advertising, marking a sea change in how that business has been conducted since television’s founding.
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