US daytime television is witnessing a resurgence as self-isolating Americans turn to formats such as Ellen, Access Hollywood and The Talk to tide them through the coronavirus pandemic. The rapid and dramatic shift in viewer behaviour is recorded by Samba TV, which registered a 16% jump in daytime viewing on Monday versus the week prior, the first full weekday since the imposition of strict social distancing measures.
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Samba TV’s data is generated from Automated Content Recognition technology embedded in 26 million smart TV sets. The Australian media industry recently launched Virtual Australia--nicknamed VOZ--to provide all-screen, cross-platform reporting.
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Samba TV provides representative viewership data from over 20 million homes in the U.S. that have opted-in to share their viewing activity – data that can be used by brands and agencies as the basis for audience and advertising campaign analytics – like when they want to reach light viewers of traditional TV, including heavy streamers.
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TV advertisers are going to need to leverage their own customer data sets in the coming era of advanced TV ad targeting – because the recent age of indiscriminate targeting is being nixed amid a flight to privacy.
Read more >For years, it was taken on faith that television advertising worked. It drove viewers to auto showrooms, opened movies and made products fly off the shelf.
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"There are a lot of players in the space," said Marc Bourget, vice president of Samba TV. He added: "These might not be networks or channels, but these are aggregators who, when you look at their offering, they actually present a lot of those premium channels. The CTV space is extremely fragmented."
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