Global programmatic media partner MiQ and cross-screen television insights and analytics provider Samba TV have joined forces to offer better planning and activation by leveraging consumption insights across the largest Smart TV dataset in Australia.
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“We’re excited to enter Australia’s advanced TV market and believe there’s incredible potential to accelerate the innovation with more data and an improved viewing experience,” said Samba TV co-founder and CEO Ashwin Navin.
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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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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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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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