Over the last several years, the television data and measurement industry has fundamentally changed as advertisers and publishers alike brace for a new multi-currency future with the goal of better understanding their audiences across an increasingly fragmented media landscape. With the rise in connected TV devices dominating the viewership experience, the need for high quality TV data solutions is more crucial than ever. Unfortunately, it can be challenging for advertisers and publishers to navigate through the industry jargon and get to the facts when choosing a TV data provider.

Earlier this week, leading market research firm Frost & Sullivan announced the release of a new industry report naming Samba TV as the leading provider of television data capabilities. Samba TV’s capabilities were evaluated against 20 metrics aligned with five core pillars in the report. These included: diversity of viewership sources; linear and streaming measurement segments; technology portfolio; use cases, including ability to deliver advertising features to its customers; and privacy values. 

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Among the eight leading TV data companies analyzed, the 2022 Frost Radar™: Television Viewership Data report found Samba TV’s capabilities exceed all others. As Frost & Sullivan’s Robert Cavin stated, “No other company in the market today provides the range of partnerships and breadth of capabilities as Samba TV.” 

Samba TV ranks high because it is in a unique position as the only currency-grade provider that owns and controls its own automatic content recognition (ACR), identity graph, and ad schedule technology. This results in reduced data loss, ensures accurate deduplication across devices, and overall provides more credible targeting and measurement solutions. Also, Samba TV’s independent approach enables its proprietary ACR to be integrated into 24 Smart TV brands, the most in the industry, which generates comprehensive first-party viewership data.  These are some of the reasons why Disney announced recently that Samba TV was selected as its first currency grade measurement partner.

According to Samba TV CEO, Ashwin Navin, “the TV data and measurement world has fundamentally changed and has embraced a new multi-currency future that empowers advertisers and publishers to truly understand their audiences and the impacts of advertising on both the biggest screen in the home and across every screen in the consumer journey. This is an exciting time for the industry and for Samba TV, and we look forward to continuing to help shape the future of TV measurement and advertising globally.”

In today’s viewing environment with TV viewership and the advertising industry in a state of flux, brands and publishers have various TV data companies to choose from to target and measure their audiences. This latest industry analysis provides a clearer picture by clarifying the facts of where each provider stands in terms of their TV data reach and capabilities. Read more about the Frost & Sullivan’s Frost Radar™: Television Viewership Data by downloading the full report here.

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