As Social Distancing Restrictions Expand, Samba TV Audience Analysis Finds Americans Are Spending Significantly More Time Watching Daytime Television


Jeffrey Silverman, PhD
Director, Data Science & Analytics
Mar 18, 2020

Samba TV released new research this week on the changing television viewing landscape as millions of Americans begin adjusting their lives to the new realities of social distancing. The analysis found that consumer behavior and television viewership patterns are undergoing significant shifts as millions of college students are released from campuses and millions of additional adults now find themselves working from home or providing care for loved ones, including the elderly or children released from schools.

Samba TV released daytime viewing measurement insights analyzing audience behaviors for Monday, March 16, the first full weekday following actions taken by many local and state governments to begin enforcing social distancing measures across the country.   

Consumer behavior and television viewership patterns are shifting significantly as millions of Americans stay home and turn to the biggest screen in their lives for news and entertainment and we expect these trends will continue in the weeks ahead as the television increasingly becomes our window into the world of breaking news, elections, educational resources and comforting entertainment.

The analysis is based on Samba TV’s proprietary measurement panel of millions of households in the United States and the time spent watching television across more than 190 networks from 9:00 am to 4:00 pm local time on Monday, March 16, 2020 compared to the same time period on Monday, March 9, 2020. 

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