The State of Viewership

Jim Tarr
VP of Marketing, Growth & Product Marketing
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Research firm Frost & Sullivan names Samba TV the leader in TV data capabilities

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Author
Jim Tarr
VP of Marketing, Growth & Product Marketing
Jun 21, 2022
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Over the last several years, the television data and measurement industry has fundamentally changed as advertisers and publishers alike brace for a new multi-currency future with the goal of better understanding their audiences across an increasingly fragmented media landscape. With the rise in connected TV devices dominating the viewership experience, the need for high quality TV data solutions is more crucial than ever. Unfortunately, it can be challenging for advertisers and publishers to navigate through the industry jargon and get to the facts when choosing a TV data provider.

Earlier this week, leading market research firm Frost & Sullivan announced the release of a new industry report naming Samba TV as the leading provider of television data capabilities. Samba TV’s capabilities were evaluated against 20 metrics aligned with five core pillars in the report. These included: diversity of viewership sources; linear and streaming measurement segments; technology portfolio; use cases, including ability to deliver advertising features to its customers; and privacy values. 

2022 Frost Radar™: Television Viewership Data

Among the eight leading TV data companies analyzed, the 2022 Frost Radar™: Television Viewership Data report found Samba TV’s capabilities exceed all others. As Frost & Sullivan’s Robert Cavin stated, “No other company in the market today provides the range of partnerships and breadth of capabilities as Samba TV.” 

Samba TV ranks high because it is in a unique position as the only currency-grade provider that owns and controls its own automatic content recognition (ACR), identity graph, and ad schedule technology. This results in reduced data loss, ensures accurate deduplication across devices, and overall provides more credible targeting and measurement solutions. Also, Samba TV’s independent approach enables its proprietary ACR to be integrated into 24 Smart TV brands, the most in the industry, which generates comprehensive first-party viewership data.  These are some of the reasons why Disney announced recently that Samba TV was selected as its first currency grade measurement partner.

According to Samba TV CEO, Ashwin Navin, “the TV data and measurement world has fundamentally changed and has embraced a new multi-currency future that empowers advertisers and publishers to truly understand their audiences and the impacts of advertising on both the biggest screen in the home and across every screen in the consumer journey. This is an exciting time for the industry and for Samba TV, and we look forward to continuing to help shape the future of TV measurement and advertising globally.”

In today’s viewing environment with TV viewership and the advertising industry in a state of flux, brands and publishers have various TV data companies to choose from to target and measure their audiences. This latest industry analysis provides a clearer picture by clarifying the facts of where each provider stands in terms of their TV data reach and capabilities. Read more about the Frost & Sullivan’s Frost Radar™: Television Viewership Data by downloading the full report here.

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