US Open vs US Open: A Viewership Analysis

Credit: Geoff Burke-USA TODAY Sports Which US Open provides more reach and opportunity for viewer engagement? Samba TV teed up the data to determine if golf or tennis has higher viewership. Brands and advertisers looking to reach high-income TV viewers often turn to golf and tennis as proxies – both sports tend to [...]

By | 2018-09-17T23:03:06+00:00 September 14th, 2018|Research|

Can MTV’s Video Music Awards Survive?

According to Samba TV data, US household viewership for the VMAs declined nearly 21% from last year, which begs the question: How much longer can the event remain relevant? The 35th annual MTV Video Music Awards aired on August 20th, featuring nearly three hours of performances and acceptance speeches from the music industry's biggest stars. [...]

By | 2018-09-11T00:29:23+00:00 August 31st, 2018|Research|

The Impact of Politics on Late Night TV Viewership

Source: Variety How political commentary (or a lack thereof) affects TV viewership and audience composition for Colbert, Kimmel, Fallon and Meyers. Following the inauguration of Donald Trump in January 2017, the political climate has become nightly fodder for late night talk shows. The hosts find themselves at the intersection of comedy and [...]

By | 2018-09-11T00:36:58+00:00 August 29th, 2018|Research|

Measuring Shark Week’s TV Viewership Bump

Source: Discovery Even shark enthusiasts may be surprised to learn that 2018 marked the 30th anniversary of Discovery Channel's Shark Week -- an annual week-long programming event focused on, you guessed it, sharks. Launched in 1988, Shark Week has morphed into a pop culture phenomenon and provides Discovery with a high-profile opportunity to [...]

By | 2018-09-11T00:31:28+00:00 August 20th, 2018|Research|

Samba TV Teams Rank Top Shows

Here at Samba TV it goes without saying that we really love television, and when new team members join the company a fun on-boarding exercise is to have them give a list of their five favorite TV shows. Although we are currently residing in the 'Golden Age' of television -- with over 450 programs airing [...]

By | 2018-08-08T13:52:50+00:00 August 6th, 2018|Research|

World Cup Final – Samba TV Insights

Photo Credit: Forbes.com The 2018 World Cup has come to an end as France defeated Croatia for its first championship in twenty years. Without a US team in the tournament, there was uncertainty around the engagement of American TV viewers and speculation that casual fans would be less inclined to tune-in for the [...]

By | 2018-07-24T21:19:50+00:00 July 24th, 2018|Research|

TV Insights: Awards Shows & Multi-Cultural Millennials

Brands and advertisers looking to reach a niche audience of multi-cultural Millennials can focus on summer awards shows viewers, according to a recent TV insights analysis by Samba. Both the MTV Movie Awards and BET Awards skew heavily towards a younger audience, and both have a higher percentage of African American and Hispanic viewers when [...]

By | 2018-07-24T15:37:27+00:00 July 17th, 2018|Research, Strategy|

The Upside of Discovery’s Partnership with PGA Tour

Photo by Warren Little/Getty Images   This is a smart bet by Discovery to grow their viewer base outside the US - golf has become an increasingly global sport and it's an untapped resource for the network. The PGA Tour and Discovery are teaming-up on a major 12-year deal centered around international broadcast [...]

By | 2018-07-24T15:39:24+00:00 July 10th, 2018|Research|

NHL Playoffs Analysis: Las Vegas Golden Knights

Photo credit: Jeff Bottari This year’s NHL Playoffs ultimately boiled-down to two major stories: Alex Ovechkin finally won his first Stanley Cup, and cemented his legacy as perhaps the greatest NHL player of this century. Additionally, the Las Vegas Golden Knights shocked the world by becoming the first expansion team in the history of the [...]

By | 2018-07-24T15:41:05+00:00 June 28th, 2018|Research|

Trust The Data II: Samba TV’s NBA Playoffs Analysis

Photo by: Jason Miller/Getty Images It was an exciting NBA playoffs filled with sweeps, Game 7’s and everything in between. Hardcore and casual basketball fans alike tuned-in to watch the Golden State Warriors win their third championship of the 21st century, defeating LeBron James and the Cavaliers 4-0. This season was the fourth [...]

By | 2018-07-24T15:50:27+00:00 June 20th, 2018|Research|