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.
Read more >“In the battle among streaming providers, success is defined by various metrics: maximizing subscribers, platform engagement, and show audience,” said Samba TV co-founder and CEO Ashwin Navin. “Comparing Netflix’s Wednesday and HBO’s House of the Dragon illustrates two different approaches that draw massive audiences, with an intense focus on how to captivate younger, diverse viewers. As the streaming landscape rapidly evolves, it’s essential to develop innovative, data-driven ways to break away from the pack.”
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Samba TV’s first-party Smart TV data and proprietary measurement will be integrated into the Yahoo DSP in all three markets to help advertisers connect TV audiences from the biggest screen in the house to all digital channels for true incremental reach and frequency.
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