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The State of Viewership

Jeffrey Silverman, PhD
Director, Data Science & Analytics
Interested in learning more? Contact Us

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Does it matter if you measure performance with one Smart TV brand, or many Smart TV brands? The answer is yes.

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Author
Jeffrey Silverman, PhD
Director, Data Science & Analytics
Mar 10, 2020
3
MINUTES 
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Today’s media landscape is more fragmented than ever. Consumers spend hours each week navigating an ever increasing array of content channels, creating new challenges for both marketers and publishers seeking to understand true audience reach and engagement.  

As more and more providers begin to enter the television data and audience measurement marketplace to help answer these questions, Samba TV partnered with a major fitness company, using the brand’s national TV campaign to assess the efficacy of audience measurement from the individual television manufacturer’s point of view.   

Twenty leading global TV manufacturers have Samba TV’s ACR technology integrated at the chipset level, enabling our researchers to compare results for viewership of the ad campaign across nearly every major TV brand. We reviewed the results for six of the largest Smart TV brands individually, as well as the total viewership for all Smart TV brands with Samba’s ACR technology, to arrive at an aggregate score with the viewership for each individual Smart TV brand projected to the entire US population.

The Samba study found massive disparities in the individually reported data. Because different manufacturers cater to different demographics (discount televisions versus high-end 8K, for example), it is inherently difficult for any single manufacturer to accurately generate a statistically relevant audience forecast of the US. 

The different consumer segments create the same challenge for the TV manufacturers that legacy measurement panel providers face today. Both are trying to extrapolate the viewing behaviors of 209 million adults across the most fragmented media environment in history without a complete picture of the audience.  

In the chart below, you can see Smart TV Brand #5 projects the test campaign reached 38M households in the US. This is twice the reach compared to Smart TV Brand #1, which projects the campaign reached 18M households. 

These projections were done after adjusting for demographic bias. Therefore, the differences seen here can only be explained by Smart TV Brand loyalty bias. To arrive at the statistically most relevant assessment, Samba TV combines data from 20 Smart TV brands to smooth out inherent biases (ex: brands with only low-cost TVs) to deliver a more accurate projection of actual campaign reach. The aggregated data shows that the campaign’s projected reach was actually 34M households in the US.

The key takeaway for those navigating today’s data and measurement landscape is clear: If you are using a data set with only one Smart TV brand, you simply are not getting the entire picture.


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