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The State of Viewership

Corey Rice
Content Marketing Strategist

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Roseanne Reboot: Controversial, Political & Successful

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Author
Corey Rice
Content Marketing Strategist
Mar 30, 2018
3
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Legendary sitcom Roseanne rode the nostalgia wave to a reboot last week that was wildly successful by all accounts. During its first run from 1988-1997 the ground-breaking program consistently addressed controversial topics and broke down social barriers.

Now in 2018, after twenty-one years off the air, the original cast has returned to a completely different social and political climate – which opened the door for Roseanne’s character to explore and project personal political beliefs – more specifically, her unwavering and vocal support for the current presidential administration. Aside from the monster viewership of last week’s back-to-back season premier episodes, political discussion dominated the press around the reboot of Roseanne.

Samba TV measured the viewership of these episodes to uncover audience insights around geo and political trends using our proprietary visual ACR technology – ContentID – which is sourced from 14.4M opt-in US households. Samba’s analysis was picked-up in the press by MediaPost and Broadcastingcable.com, here’s what our data science team discovered:

Geopolitical Trends: Midwest and Republican

Samba TV measured viewership for all fifty states against the US average and saw a clear political trend:

Of the top ten states with highest Roseanne viewership above the US average, eight voted Republican in the 2016 presidential election: Nebraska (+60%), Wisconsin (+47%), Oklahoma (+43%), Missouri (+37%), Iowa (+36%), Pennsylvania (+34%), Ohio (+32%) and Michigan (+28%). The only blue states that cracked the top ten were Illinois (+34%) and Massachusetts (+24%).

When looking at highest viewership by metro area above the US average, the top five were primarily midwest or rustbelt: Pittsburgh (+51%), Cleveland (+42%), St. Louis (+38%), Philadelphia (+30%) and Chicago (+29%).

When looking at lowest viewership by metro area relative to the US average, the top five were all coastal and southern: Orlando (-94%), Miami (-58%), San Francisco (-24%), Los Angeles (-24%) and Washington DC (-22%)

Cable News Affiliation

By using cable news viewership as a proxy for political affiliation, Samba TV was able to determine the politics of viewers. Our analysis shows that Fox News viewers (Republicans) were more likely to watch than CNN/MSNBC viewers (Democrat):

  • Fox News consumption index above the US average for Roseanne viewers: 1.89x
  • CNN consumption index above the US average for Roseanne viewers: 1.56x
  • MSNBC consumption index above the US average for Roseanne viewers: 1.54x

Check out our TV insights and follow us on Twitter to stay up to date on all things Samba TV!

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