Variety dropped a big feature related to Denis Villeneuve’s Dune, which screened to positive notices at the Venice Film Festival and begins its slow worldwide theatrical roll-out starting tomorrow in advance of its October 22 domestic debut. Buried in the article is the notion that the film might still spawn a sequel (Dune part Two, since the upcoming film is only the first half of Frank Hubert’s massive tome) even if underwhelms at the box office. HBO Max viewership will be factored in alongside the raw theatrical revenue. However, recent history shows that if Dune bombs in theaters, it will suffer a similar fate on HBO Max as well.
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TV ratings company Nielsen has been the behemoth in its field for decades, but the shift toward streaming is disrupting its business model and prompting buyers and sellers of ads to look at alternatives.
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EXCLUSIVE: Here’s some data we haven’t seen yet: The 17-day U.S. household viewership for Warner Bros movies released this year on HBO Max, with James Gunn’s The Suicide Squad registering 4.7 million households through its first three weekends of release on the service. All of this comes from Samba TV, which measures streaming viewership in 3 million U.S. smart TV households. The analytics organization doesn’t measure mobile viewing, and it clocks viewership over a 5-minute interval.
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Samba TV’s research reflects the methodology and capability for measuring advertising effectiveness and attribution across TV and digital channels. As the media landscape becomes more fragmented across multiple platforms and screens, marketers are more challenged than ever to assess their holistic campaign performance to ensure the strongest ROI.
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Samba TV said it is working with Lucid, a programmatic research technology platform, to provide brands and agencies with measurement of the performance of TV ad campaigns across devices. Ad agencies including Digitas and Wavemaker are using the insights being produced by Samba TV and Lucid to judge the efficacy of their campaigns. Major publishers and platforms are also using the metrics and analytics.
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Samba TV, the TV first-party data company, has launched its own identity system to measure cross-platform usage.
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