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.
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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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Samba TV this month announced a couple of agreements with partner companies that will help to advance its goal of providing comprehensive insights and audience analytics. The first was with programmatic media company MiQ, which will take over Samba TV’s managed media services business. As a result of the deal with MiQ, Samba will be more focused on its measurement and data analytics services.
Read more >According to exclusive numbers provided by Samba TV, which measures TV engagement, 1.7 million households watched the first episode of the new series on Netflix during the live-plus-three-day-viewing window since its premiere on January 19. That compares favorably to the 1 million who watched recent Netflix hit Harry & Meghan on its first day of release.
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