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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Advertisers need scale to break down the larger population and deliver the right message to the right audiences.
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“Identity is a really big deal,” says Ashwin Navin, Samba TV Co-founder, in this video interview with Beet.TV. “Television is a mass media platform. It’s also one where people are generally in a leaned back, relaxed environment. They’re not logging in. They’re definitely not trying to search. They just want to be engaged through entertainment after a long day at work.
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Together, the companies will build advanced analytics tools that fundamentally improve media buying and selling across all marketing channels, including in-store, digital, mobile over-the-top (OTT) and linear TV.
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