When it comes to measuring sales lift and ROI on media campaigns, CPG brands have traditionally been shooting in the dark. But with more real-time data sets available in market, CPGs are embracing granularity when optimizing and measuring spend.
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Those findings came Tuesday in a release from Samba TV, a San Francisco firm that generates insights on viewership via software on connected TVs, as opted into by viewers who use the firm’s recommendation engine. It observed 1% fewer households watching 27 widely-viewed TV networks than in June 2019. But TV-watching time among the remaining homes spiked by 39%.
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Prime-time cable TV news channels continued to see higher viewership in July --- up 30% to 90% over a year ago -- largely due to ongoing concern over COVID-19 pandemic news.
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Cable news ratings were through the roof in June 2020, thanks in large part to the nation-wide stories of COVID-19 and the protests against systemic racism, according to a new report from Samba TV.
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In 2008, the mass adoption of the internet led many to believe that it was the beginning of the end for traditional television. But the founders of Samba TV saw this as an opportunity for a new generation of TV viewership. The group set out to guide the TV industry to grow into the connected digital media space.
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With the novel coronavirus pandemic still keeping much of the country shut down (to say nothing of the protests taking place across dozens of cities), The Walt Disney Co., in advertising roadshow presentations with marketers, is offering a reassuring message to buyers that may have pulled back amid the crisis.
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