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The State of Viewership

Corey Rice
Content Marketing Strategist
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2018 Oscars Viewership Analysis

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Author
Corey Rice
Content Marketing Strategist
Feb 28, 2018
10
MINUTES 
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The 90th Academy Awards aired Sunday evening, and Samba TV was measuring trends and insights on viewers that tuned-in for a broadcast which stretched across more than four hours. Essentially all live TV tentpole events are experiencing drastic year-over-year viewership decreases, and this year’s Oscars broadcast was no different. It’s also worth noting there were limited streaming options made available to viewers in just a handful of metro areas: Chicago, Fresno, Houston, Los Angeles, New York City, Philadelphia, Raleigh-Durham and San FranciscoAccording to Samba TV data sourced from our proprietary visual ACR, 2018 Oscars viewership was down 29% over last year. There’s many theories as to why the Oscars continue to lose viewers: broadcast length that stretches well into late night (Best Picture was given at 11:45pm EST); more awards going to lesser-known films (The Shape of Water drew just $57M at the box office and was still the highest-grossing Best Picture of the past five years); an increasingly political slant to jokes, speeches and overall tone of the event.ABC still benefitted from the tentpole halo effect – more than half of Oscars viewers watched ABC’s red carpet pre-show, and nearly 20% stayed tuned-in to ABC after the Oscars for Sundays With Alec Baldwin.

Why Samba TV?

Our mission is to create data at the heart of TV, powering a more scientific approach to advertising and a better viewing experience for everyone.

Real-Time Disruption in Real-World Viewership

Audiences are enjoying more television content today. As viewership rapidly shifts across a growing set of innovative platforms, formats and devices, we provide real-time insights to help drive business decisions.

For the Love of Television

Samba TV enables marketers to build engaged audiences, and empowers viewers to spend more time with programming and brands they love. We believe data should be independent, not monopolised by walled gardens that measure their own media.

We Turn Noise into Knowledge

We utilize our AI/ML driven tech stack and comprehensive, accurate first-party data that is gathered from 24 leading CTV brands globally, to power real-time decision making and optimise audiences' consumer journey across an expanding slate of platforms.

Why Samba TV?

Our mission is to create data at the heart of TV, powering a more scientific approach to advertising and a better viewing experience for everyone.

Real-Time Disruption in Real-World Viewership

Audiences are enjoying more television content today. As viewership rapidly shifts across a growing set of innovative platforms, formats and devices, we provide real-time insights to help drive business decisions.

For the Love of Television

Samba TV enables marketers to build engaged audiences, and empowers viewers to spend more time with programming and brands they love. We believe data should be independent, not monopolized by walled gardens that measure their own media.

We Turn Noise into Knowledge

We utilize our AI/ML driven tech stack and comprehensive, accurate first-party data that is gathered from 24 leading CTV brands globally, to power real-time decision making and optimize audiences' consumer journey across an expanding slate of platforms.

“Samba gave us the platform to reach our audience and stay top of mind”

Aina Bolstad, Senior Marketing Comms Manager, Microsoft

"Partnering with Samba a second time allowed us to understand the role of each medium & environment in our video plans. This partnership continues to give us insights we can use to optimize in a way we were previously unable."

Sarah Leidy, Manager, Southwest Airlines

“Using high-quality data sources, like Samba, to help us identify readers who engage in specific behavior is becoming a valuable enhancement to our strategies for finding the right people on BuzzFeed."

Josh Peters, Buzzfeed, Director of Data Partnerships