“The data shows that greater on-screen representation will tend to increase viewership overall and among diverse populations,” said Samba TV CEO and co-founder Ashwin Navin. “Audiences are deeply connected to what they watch on TV. Although we live in the golden age of content, diversity on-screen still does not adequately represent the population in all its identities.”

“In the battle among streaming providers, success is defined by various metrics: maximizing subscribers, platform engagement, and show audience,” said Samba TV co-founder and CEO Ashwin Navin. “Comparing Netflix's ‘Wednesday’ and HBO's ‘House of the Dragon’ illustrates two different approaches that draw massive audiences, with an intense focus on how to captivate younger, diverse viewers. As the streaming landscape rapidly evolves, it's essential to develop innovative, data-driven ways to break away from the pack.”

Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo said: “Our partnership with Samba TV brings an enhanced Advanced TV solution to our Yahoo DSP and to clients across these strategic markets. Bridging linear TV and online digital audiences enables advertisers to maximise the effectiveness of their TV budgets and reach the right audiences across every screen seamlessly, without repeating ads needlessly. This first-of-its-kind partnership was launched in Australia last year and we’re thrilled to renew the relationship and expand into the UK and Canada. Advertisers can pool their TV and digital budgets to plan and measure audiences with Samba TV’s data and target audience segments created and curated by the Yahoo DSP in order to maximise campaign impact.” 

“It’s always been important for advertisers to drive performance, but a necessity today is how well you can reach Gen Z — a highly elusive segment of the population,” said Samba TV co-founder and CEO Ashwin Navin. “This generation is reshaping how content is consumed across every screen, highlighting a critical need for advertisers to embrace an omniscreen approach that connects all the dots of where these audiences watch TV today.”

Samba TV will feature a program packed with new insights into the audience landscape, the power of its omniscreen measurement solutions, and the state of advertising today for buyers to take a more data-driven approach to TV measurement and audience targeting. Joining Samba TV on stage during its presentation will be Global Head of Marketing Science at TikTok Jorge Ruiz to discuss the results of a joint first-of-its-kind measurement study on tune-in. 

Samba TV and TikTok released today the findings of a first of its kind partnered study measuring the effectiveness of advertising on the global entertainment platform to deliver awareness and conversion into viewership of shows, movies, and live events.