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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Almost every movie released in 2021 came with a whispered plea from fans: “I hope it doesn’t tank.” In some ways, this was just a desperate wish that the movie not suck. But it was also a hope for something more: That, amidst an ever-fluctuating Covid-19 pandemic scene, the movie be a success, make money, find an audience. Moviegoers are savvy enough now to know that if any particular franchise/director/star doesn’t do well, the chances of more films from that franchise/director/star dwindle. Success begets opportunities for more success.
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WarnerMedia shared updated subscriber numbers Wednesday for HBO and HBO Max, noting that the 73.8 million total exceeded internal projections for 2021. CEO Jason Kilar credited his controversial decision to debut Warner Bros.’ entire 2021 film slate in theaters and on HBO Max simultaneously. While the company stopped short of sharing any numbers on how specific movies performed, data from connected TV analytics firm Samba TV gives a sense of how the titles fared on the streaming service.
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Mortal Kombat proved to be a hit for HBO Max. In 2021, the streaming service released a slate of major Warner Bros. movies to subscribers the same day they hit movie theaters. According to stats from Samba TV, a third-party tracker of online viewership, as reported by Business Insider, Mortal Kombat had the most viewers upon its opening weekend of any of the day-and-date releases.
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