National broadcaster SBS has used its Upfront 2026 to highlight the effectiveness of media spend on the network, via a lighter ad load. SBS commissioned television technology company Samba TV and digital analytics consulting firm Insighten to showcase insights on the ad load experience by consumers in live TV viewing environments across all the free-to-air commercial players.
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This week’s Samba TV Wrap report is full of signs that the seasons are changing. Nowhere is that more obvious than the top spot, which signals that the Netflix Summer is officially over.
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Samba TV has hired Frank Süeltmann. As head of go-to-market strategy, the manager will be responsible for expanding client partnerships and market expansion, among other things. The company aims to grow primarily in the DACH region (Germany, Austria, and Switzerland) and the Nordic countries. According to the company, the goal is to support advertisers and agencies with, among other things, the most precise data, contextual media intelligence, and cross-platform measurement.
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According to Samba TV, the Peacemaker Season 2 premiere drew 22% more viewership than the Season 1 finale. “Season two of #Peacemaker blasted onto #HBOMax with 22% more US households tuning in over its first four days than the season one finale in 2022. Turns out the wait only made the hype stronger,” the company posted on X (formerly Twitter).
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To help advertisers understand how their campaigns drive viewership of TV shows, sporting events or films, TikTok has partnered with Samba TV Entertainment Outcomes on a pilot study into streaming and TV audience drivers in the UK.
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Netflix keeps a firm hold on summer streaming for another week, claiming six of the top spots
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