Samba TV reported that this year’s championship game scored viewership on par with last year’s game, notching a slight increase of approximately half a percentage point compared to 2022’s Super Bowl LVI. Overall, based on Samba TV’s analysis derived from its nationally weighted household panel which pulls from over 25 million connected TVs in the U.S. measuring both linear and streaming TV consumption, 36.7 million households in the U.S. watched the Super Bowl this year compared to 36.5 million who tuned in last year. This number does not include any mobile consumption or out of home viewership.

Samba TV’s targeted insights illustrate a viewership landscape marked by a historic new low in linear TV viewership, and a record saturation of the linear advertising market. With cord-cutting now the norm, the streaming-first world has given rise to new trends like subscription cycling, while making content discoverability a new challenge for streaming platforms.

Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, and MiQ, the leading global programmatic media partner, today announced a multi-year commercial partnership to bolster MiQ’s Advanced TV solutions with Samba TV’s market-leading TV data and measurement capabilities. ‍Upon closure of the multi-year data agreement, Samba TV will transition its U.S. managed media services business to MiQ. With this change, Samba TV moves out of the U.S. managed media sales business, accelerating its focus on providing leading data and measurement services for publishers, marketers, and advertising agencies globally. This agreement strengthens Samba TV’s position as the leading data and measurement partner to the world’s largest and most innovative media companies with neutral, unconflicted insight into cross-platform and cross-vendor performance. 

Samba TV, the leading provider of television technology and content analytics, today announced it has entered into a new multi-year research and development (R&D) venture with TCL, one of the leading consumer electronics brands in the world.

Millennials preferred to catch new holiday movies that featured their favorite stars via streaming platforms, over-indexing in viewership compared to the national average across the majority of new releases. Meanwhile, older viewers tended to favor the tried and true Christmas classics versus the national average and were more likely to skip the new releases on streaming platforms.

Samba TV's data demonstrates how advertisers and broadcasters can better reach younger, more diverse and higher income audiences by planning their advertising investments and prioritizing media coverage surrounding these events.