Samba

Your campaigns run globally. Your measurement should too. Cint and Samba have expanded our partnership, bringing independent brand lift measurement to six additional international markets. Advertisers can now use Samba's deterministic TV exposure data within Cint's Lucid Measurement platform to measure brand lift across TV campaigns in Australia, Canada, France, Germany, Italy, and Spain, building on existing coverage in the U.S. and U.K. With the expanded integration, advertisers can: - Measure how linear and streaming TV influence brand perception while campaigns are still live - Connect TV ad exposure with survey-based brand lift insights - Compare performance across linear TV, streaming, and digital in a single measurement platform As campaigns become more global and cross-platform, measurement needs to keep pace. This expanded partnership gives advertisers the independent insights they need to optimize media investments while campaigns are still in flight. Link to the full press release: https://lnkd.in/gzw_drPC #BrandLift #MediaMeasurement #MediaIntelligence

🌎 Spanish-language World Cup coverage went mainstream during the 2026 World Cup. Samba’s Media Intelligence shows that more than half of U.S. World Cup-viewing households watched at least a portion of a match in Spanish. 📊 95% of households that watched in Spanish also watched in English 📊 Hispanic households over-indexed the most of any ethnicity that watched games on English or Spanish speaking broadcasts (20.2% of viewership vs. an 18.6% population baseline) So why were so many households flipping to the Spanish feed? One likely factor: ad load. The Spanish broadcast carried a noticeably lighter load at about 22% less ad time per viewing hour and 24% fewer ads overall. Read more on how brands and audiences showed up for the World Cup in Adweek's full breakdown 👉 https://hubs.ly/Q04qYSD90 #WorldCup2026 #MediaIntelligence #Advertising #Samba #SambaInsights

⚽ Which brands won the World Cup? Adweek broke down the numbers using Samba data and the results are in. Samba tracked every game during the 2026 FIFA World Cup including the 6k+ brands that advertised in the U.S. market. The data shows: ✅ 75%+ of U.S. households watched at least one match ✅ 62% watched three or more games ✅ Food & Beverage was the top advertiser category, with Michelob Ultra and Modelo landing in the top 5 advertisers across English and Spanish language networks Google topped the list without even being an official FIFA sponsor, leaning on partnerships with the U.S. Men's and Women's National Teams to drive impressions across Search, Pixel, and Gemini. Curious how the full field stacked up? Adweek breaks down the data 👉 https://lnkd.in/gKjVH4YY #WorldCup2026 #MediaIntelligence #Advertising #Samba #SambaInsights

An AI event with no keynote, no panel, and no product demo. Just a room of people working across AI, advertising, media, and marketing, talking honestly about where the industry is heading. Join us July 28 at Samba HQ for informal networking and open conversation. Whether you are building AI products, applying AI in your business, or tracking where it goes next, this is a chance to connect with people doing the same. July 28, 6:30 to 8:30 PM Samba HQ, 118 King St, San Francisco Space is limited. RSVP to reserve your spot. Register here: https://lnkd.in/ggCggGsW

Trump's presence at the World Cup Final game moved the ratings among his base — literally. Viewership among politically red-leaning DMAs in the U.S. jumped 22% above baseline during the Final compared to prior World Cup games, while blue-leaning DMAs stayed flat. It was a similar pattern when Team USA's red card was reversed following Trump’s call to FIFA’s president: viewership in red DMAs rose 18%, while blue DMAs didn't budge in the match immediately following President Trump's intervention. When the president shows up for a major international sporting event on American soil, his base shows up with him. #WorldCup2026 #POTUS #SambaInsights The White House

Trump's presence at the World Cup Final game moved the ratings among his base — literally. Viewership among politically red-leaning DMAs in the U.S. jumped 22% above baseline during the Final compared to prior World Cup games, while blue-leaning DMAs stayed flat. It was a similar pattern when Team USA's red card was reversed following Trump’s call to FIFA’s president: viewership in red DMAs rose 18%, while blue DMAs didn't budge in the match immediately following President Trump's intervention. When the president shows up for a major international sporting event on American soil, his base shows up with him. #WorldCup2026 #POTUS #SambaInsights The White House

Netflix gets more people to finish a season than any weekly platform. And it might not matter. 53.4% of His & Hers viewers watched every episode. On weekly-release shows we've measured, the best completion rate was 24.8%. Full-drop more than doubled it. But completion is not the same as loyalty. We analyzed His & Hers and Finding Her Edge for the third installment of The Stream Score, Samba's data-driven series on how streaming audiences actually behave. Both Netflix, both full-drop, both January 2026 first seasons. Here's what stood out against the weekly shows we profiled on Apple TV+ and HBO. The catch-up multiplier inverted. On weekly platforms, star-powered shows consistently had lower catch-up multipliers because their audiences watched on schedule. On Netflix, His & Hers (the star vehicle) had the higher multiplier at 2.3x vs 1.7x for Finding Her Edge. Star power created a longer tail, not a front-loaded surge. Netflix's recommendation algorithm did the work that weekly cultural conversations do on HBO Max. Finales stopped growing. On HBO Max, The Pitt's finale nearly doubled its premiere in 48-hour viewership after 14 straight weeks of audience growth. On Netflix, both finales declined sharply. His & Hers' finale was 44.5% of its premiere in the same window. Full-drop structurally prevents the "finale as event" dynamic that weekly shows generate. The conversation window collapsed. 57% of His & Hers viewers arrived after the first week, but the show was already finished. On The Pitt, 64.7% also arrived late, but new episodes were still airing. Late arrivals on weekly shows join a live conversation. Late arrivals on Netflix show up to a finished product. For anyone making content strategy or distribution decisions: completion rates are not a proxy for audience durability. A viewer who finishes a show in 48 hours and moves on is a different asset than one who watches over 15 weeks and tells friends about it each time. The first model creates completers. The second creates evangelists. Netflix shows are losing 30-70% of their audience between seasons. HBO shows are growing. We're pulling the data to explore why. The binge-and-forget report is coming to the Samba blog.

The biggest AI brands ran nearly the same TV campaign in Q1 2026. Then reached the wrong audience. We measured every AI advertiser's TV reach this quarter. Two findings stood out. First, the sameness. About 35% of US households saw ChatGPT, Claude, and Copilot. Same Super Bowl, same networks, with CBS and NBC in every brand's top four. When the media plans are that alike, reach stops being a differentiator. Second, the miss. Across all four brands, AI TV ads over-indexed with the 75-and-older audience by 27% and under-indexed with 25 to 34 year olds, some of the heaviest AI users in the country. So the whole category paid a premium to reach the same, older audience. That's not a reach problem. It's a differentiation problem, and in 2026 it's the entire game. Who's actually breaking through, who each brand reaches and misses, and where the open lanes are: it's all in Samba's Q1 2026 AI advertising report. Link in the comments. #AIadvertising #MediaStrategy #CTV

From automation to agentic intelligence Agents make decisions now, and they're only as good as the data behind them. At Cannes, Ruth Mortimer, Global President of Advertising Week, opened our Samba Session on Agentic Advertising by defining the shift: we've moved from automation that executes tasks to intelligence that reasons. Accurate, deterministic data. Powering smarter agents. That's Samba. At Cannes, Ruth Mortimer, Global President of Advertising Week, opened our Samba Session by defining the shift: Automation follows instructions. Agents make decisions. The conversation explored how agentic AI is reshaping advertising by connecting strategy, planning, activation, and measurement into faster, more adaptive workflows. The evolution: → Tools that execute → Intelligence that reasons, adapts, and takes action toward a goal In an agentic world, every decision depends on the quality of the signal behind it. Accurate deterministic data powers smarter agents. That’s Samba. #Cannes2026 #AgenticAI

The Pitt grew its live audience every week for 14 straight episodes. No franchise. No pre-built awareness. Just 15 weekly episodes and the oldest distribution channel in media: people telling other people a show is worth their time. We pulled The Pitt and A Knight of the Seven Kingdoms from our first-party viewership data in this second installment of The Stream Score. Both HBO first seasons. One backed by the Game of Thrones franchise. One backed by nothing but quality. hree findings that should matter to anyone making content strategy decisions: The catch-up multiplier separates franchise from original IP. KOTSK averaged 1.7x (audiences watched on schedule). The Pitt averaged 2.8x (audiences caught up later). This is the same pattern we found on Apple TV+ in Installment 1. Franchise viewers arrive on day one. Original IP viewers need time to discover. Season length is a distribution strategy, not just a creative one. The Pitt had 14 weeks of compounding word-of-mouth. KOTSK had 5. Every additional episode gave the show another week in the cultural conversation, another week for recommendations to convert. A 6-episode original IP closes its window before most potential viewers hear about it. The commitment gap is smaller than you'd think. Completing The Pitt requires 2.5x the hours of KOTSK. The difference in completion rate? Just 7 points (24.8% vs 17.6%). When a show earns its audience, that audience stays. Quality is the engine. Season length is the runway. This is a hypothesis, not a conclusion. We need more data points to confirm it. But across four shows and two platforms, the pattern holds. We're particularly interested in testing the Netflix full-drop model to see if weekly release is what makes the runway work, or if the effect holds when all episodes land at once. Stay tuned! Source: Samba Media Intelligence, US, 2025-2026