The Wrap Report provides an exclusive first look at the most watched movies and TV series from the past week across both streaming and linear television sourced from viewership trends collected from Samba TV’s panel of more than 3 million households drawn from over 25 million connected TVs, balanced to the U.S. Census.
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Samba TV's CEO and Co-Founder Ashwin Navin offers his hot take for marketers on how to transform insights into influence at the register.
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The research, which analyzed TV viewership from the beginning of 2023 through May 1 and conducted a nationwide survey, found a positive correlation of 43% between diverse households tuning into programming and the diversity of a show’s cast—which may have implications for media companies and advertisers looking to court diverse customer bases.
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“The data shows that greater on-screen representation will tend to increase viewership overall and among diverse populations,” said Samba TV CEO and co-founder Ashwin Navin. “Audiences are deeply connected to what they watch on TV. Although we live in the golden age of content, diversity on-screen still does not adequately represent the population in all its identities.”
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Despite their high and growing proportion in the U.S. population, Hispanic households are only served 15% of ad impressions. Asian audiences are also being under-served, with just 4% of ad impressions reaching them. White audiences, however, are over-served the most with 64% of ad impressions reaching this group.
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Leaders from six measurement companies took the stage, and every single one of them agreed it's time for change—panel-only based measurement cannot suffice to measure viewership of today and tomorrow. "We can't use methodologies of the past to analyze signals of today and the future," said Samba TV CEO Ashwin Navin.
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