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.
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"...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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Analytics company Samba TV was one of the first companies to get its ad-tech hooks into smart TVs in 2008, and its business has grown as more consumers buy connected TVs.
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San Francisco-based Samba was set up to help advertisers and broadcasters know, with certainty, which TV shows viewers were watching, for how long and how attentive they were.
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