“Now we’re adding more digital and OTT exposure to that for more of a 360-degree view of how advertising is being consumed in a household.”
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This acquisition bolsters Samba’s market-leading understanding of global TV advertising and enhances the company’s capabilities for the cross-platform measurement of reach, frequency and conversions to real-world business outcomes, including tune-in.
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Ken Mallon, senior VP, measurement sciences, at Samba TV, said that the overall audience was largely white and higher income for both nights, and that African-American viewership under-indexed on the first night.
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Marketers continue to look for ways to prove the effectiveness of their digital ads, including by matching them to offline sales, something that can be a challenge since such transactional data is often tightly held by retailers.
Read more >"...with our recently announced Samba TV partnership, Catalina now has extensive data and analytics capabilities to provide a comprehensive look at how all advertising, including TV advertising, is driving lift and in-store purchases for advertisers through both managed- and self-service options.”
Read more >Looking at both debates, Samba’s data shows that 48.2% of those who tuned in are classified as heavy TV viewers, with another 43.2% classified as mediumTV viewers. Less than 14% of the viewers of either of the debates were classified as light TV viewers.
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