About 870,000 Samba TV-measured U.S. households tuned in to the first episode in the first four days since it debuted on the streaming service, according to the audience analytics company. That’s up about 59% from the 546,000 households Samba measured for the Season 2 premiere.
Read more >Samba TV’s analysis is pulled from a nationally weighted household panel that measures more than 25 million connected TVs in the U.S. in both linear and streaming TV consumption. The data firm also drills down into local metro viewership, and also surveyed the Oscar-voter-rich Los Angeles market.
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The proportion of ads reaching light viewers on linear TV in the UK fell to just 8 percent in H2 2022, according to Samba TV’s latest State of Viewership report. A similar trend emerged in Germany, with the light TV viewership seeing an average nine ads per day. That means 91 percent of linear TV ads reached the same 55 percent of audiences. “The need to drive incrementality and reach unique audiences, while also managing frequency to avoid consumer burnout, has never been more urgent,” added Samba TV.
Read more >Shows may only have a shelf life of about two weeks to attract viewers. Data from 20 of the most popular shows released in the second half of 2022 shows that 15 of them had driven more than 75% of their total 51-day viewership in just the first 15 days of release. The only exception? Netflix’s Wednesday.
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According to the report, the reach and hours of linear television saw a seven-quarter low during 2022’s third quarter as daily linear TV viewership slid to less than half of U.S. households throughout the second half of 2022. As the reach of linear advertising declines to reach half of American households, Samba TV reports that 93% of all ad impressions only reach only 55% of American households.
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The smaller audience is a bit surprise in light of early numbers for the big game. It appears to be up versus last year, with 36.7 million households viewing the contest between the Kansas City Chiefs and Philadelphia Eagles. That’s up from 36.5 million the previous year.
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