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Samba TV methodology

Samba TV gathers viewership data via its proprietary Automatic Content Recognition technology on opted-in Smart TVs. Invented in 2011, our ACR is integrated at the chipset level across 24 of the top Smart TV brands globally (the most in the industry) analyzing the content on screen in real-time, regard- less of source. Samba TV delivers unbiased, comprehensive viewership data addressable through more than a billion devices around the world.

As is standard industry practice, we analyze our large proprietary dataset to project household-level TV viewership. We do not estimate viewership on non-TV devices, nor do we estimate co-viewing (number of people watching). For example, if someone watches streaming content via a mobile device or web browser on a computer and casts that to their Smart TV, then our ACR technology would capture that.

Samba TV’s research panel is designed to ensure that all of our data is balanced geographically and demographically and is accurate and representative of behaviors by weighting individual households accordingly. Indexes calculated using the panel measure how much of an increase or decrease is seen over the typical behavior of the country overall.

Leadership headshots & bios

Ashwin Navin
Chief Executive Officer
Michael Farrow
Chief Financial Officer

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