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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“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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Advertisers need scale to break down the larger population and deliver the right message to the right audiences.
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