February 8, 2022

Marketers Are Demanding More Actionable Metrics for TV: Samba TV’s Cole Strain

The need for improvements in advertising efficiency is highlighted in Samba TV’s quarterly “State of Viewership Report” that gathers data from more than 40 million TV devices. The company analyzed about 24 billion hours of linear and streaming TV data in the fourth quarter of last year. “What we’re seeing is a growing oversaturation of advertising against a shrinking linear audience,” Strain said.

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