The Covid-19 pandemic forced an already shifting industry headfirst into streaming. Adweek’s Mollie Cahillane talked with Ashwin Navin, cofounder and CEO of Samba TV; Ashish Chordia, founder and CEO of LG Ads; and Travis Hockersmith, vp of platform business at Vizio about the changes connected TV have undergone during the pandemic and how that impacts the future of audience measurement.
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Of the first three Marvel Cinematic Universe shows to premiere on Disney+, Loki was the most anticipated. That’s not a knock on WandaVision or The Falcon and the Winter Soldier — it’s just that people really like star Tom Hiddleston, a certified gender-fluid Internet Boyfriend. The data backs it up too: Loki was watched by 890,000 households in the United States on the day it premiered, according to Samba TV, compared to 759,000 for The Falcon and the Winter Solider and 655,000 for WandaVision.
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“Cruella” costs Disney+ streaming subscribers an extra $30 to view at home -- which may well have made it more lucrative to Disney last weekend than box-office leader “A Quiet Place Part II” was to ViacomCBS. Based on an estimate from Samba TV that 686,000 subscribers bought access to “Cruella,” Ranganathan figures the Disney prequel generated $34.1 million for the parent company, compared with about $28.5 million for “Quiet Place II.”
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Disney+’s live-action 101 Dalmatians spinoff Cruella drew 686,000 U.S. households over the four-day Memorial Day holiday weekend according to Tuesday figures from Samba TV. It’s a number that’s 39% less than the four-day Labor Day traffic for another Disney+ Premier title, Mulan, which pulled in 1.12 million U.S. households over Sept. 4-7, 2020.
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The heavily hyped reunion of the cast of Friends on HBO Max attracted 2 million U.S. households over the holiday weekend, according to figures from Samba TV. The 2 million viewers that watched the Friends special was bigger than the 1.7 million that watched the finale of Mare of Easttown on HBO Max.
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Chris Squire, SVP & Head of Data Products at Samba TV, shares how advertisers can better prepare for the future of targeted advertising as identifiers disappear.
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