"I think that once you have fragmentation, it's going to be hard to get people back. I don't think the habits are changing. I think it's going to continue to get more and more fragmented. If it's a habit that somebody turns on the news after dinner, that habit may continue, but that they're now going to pick up their tablet or their phone and scroll while they're watching the news, or they'll watch it in a different room. So I don't think it's just that they're not as captive of an audience as they once were." - Samba TV VP of Measurement Alyson Sprague-Shields
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HBO and Max’s weekly release strategy lands another week on top of the streaming chart, while Netflix’s revolving door of new binge releases wins the volume game
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For as much as ad-supported streaming viewership is growing, recent data from Samba TV indicates that advertisers are too often missing the mark. An overwhelming majority of TV and streaming ad impressions — 91% — are being served to the top 50% of U.S. households that spend the most time watching traditional TV, according to Samba TV. That’s based on households’ traditional TV watch time, but it includes streaming ad impressions. By contrast, only 9% of TV and streaming ads reached the bottom 50% of households. This means that the ads are predominately being served only to one group of consumers, narrowing their reach despite a high number of impressions.
Read more >“The Last of Us” claims the top spot for another week, while Netflix’s “Ransom Canyon” holds steady in second place
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In April, only a few months after Wisconsin sent President Trump back to the White House, Democrats won a seat on the Wisconsin Supreme Court with Susan Crawford, defying Elon Musk after he spent millions of dollars to oppose her. So much has happened in the first quarter of 2025 that it’s easy to forget the lessons for political marketers from the last cycle. That would be a mistake because of how much the 2024 presidential campaign will inform advertising strategy going forward – for political and non-political advertisers alike.
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Attain, a leading permissioned commerce data platform that powers real-time, live consumer purchase measurement and outcome signals for brands, announced today a partnership with Samba TV, the global leader in AI technology for media analytics, to expand Attain’s incrementality measurement platform to include linear television. This collaboration provides marketers with a comprehensive, cross-channel view of sales lift across all major media platforms — from traditional linear TV to CTV and programmatic — enabling truly full-funnel performance measurement.
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