Samba TV integrates first party CTV data into Pubmatic’s SSP, deal means ad buyers can target audiences becoming harder and harder to reach on linear TV, while better managing frequency.
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Disney+’s season one finale of Lucasfilm’s The Book of Boba Fett clocked 1.5M U.S. households according to Samba TV from the show’s Wednesday to Sunday run. That’s 36% higher than the 5-day finale draw of The Mandalorian‘s season 2 which streamed from Dec. 18-22, 2020 and pulled in 1.1M U.S. households per Samba TV metrics. The season one finale of The Book of Boba Fett, “In the Name of Honor,” was directed by Robert Rodriguez and written by Jon Favreau and Noah Kloor.
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With a surge of star power that spanned generations, Sunday night’s Super Bowl halftime show delivered super numbers. Viewership rose over last year’s numbers for the program featuring a who’s who of rap and hip-hop legends. According to Samba TV, which has an addressable footprint of 46 million opted-in devices in the United States, 29 million U.S. households watched the halftime show. That was a jump of 19% over last year, when the Weeknd served as the headliner.
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About 36 million U.S. households, representing more than one in four U.S. homes, watched the Super Bowl this year, according to analysis by Samba TV, the leading global provider of omniscreen advertising and analytics. This year’s game, where the Los Angeles Rams defeated the Cincinnati Bengals, drew in 12% more households than last year’s, and it means about 25% of U.S. adults could also be feeling the effects of a late night filled with fried food and beer.
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The need for improvements in advertising efficiency is highlighted in Samba TV’s quarterly “State of Viewership Report” that gathers data from more than 40 million TV devices. The company analyzed about 24 billion hours of linear and streaming TV data in the fourth quarter of last year. “What we’re seeing is a growing oversaturation of advertising against a shrinking linear audience,” Strain said.
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Airing ads multiple times to reach desired audiences may be costing brands billions of dollars, and largely ineffective, new data from first-party connected TV measurement firm Samba TV revealed. The company found that 97% of all linear TV ad impressions delivered in the U.S. in the fourth quarter of 2021 reached the same 55% of audiences—a high-frequency subset that was shown to be less diverse, older and lower-income than the national average. The data is based on automatic content recognition (ACR) data from more than 46 million smart TVs worldwide. (ACR is a technology built into smart TVs that allows companies like Samba to know what’s on the screen at any given time.)
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