Samba TV

Pharma spends more on TV than almost any other category. Then most brands let that signal vanish the moment the campaign moves to digital. Different team. Different data. Different audience. Zero continuity. That's not a media plan. That's two separate campaigns pretending to be one. Our VP of Commercial Partnerships, Scott Nagy, sat down with DeepIntent to unpack what changes when you actually connect TV intelligence to digital activation: → One pharma brand identified 14M households exposed to competitor TV ads but not theirs, then activated digitally against that exact audience → The result: 15% more effective and accurate targeting vs. their previous approach → The shift from "set it and check it later" TV to real-time signals that inform mid-flight optimization The biggest waste in pharma media isn't the spend. It's the awareness you build on TV that never travels anywhere else. Read the full Q&A here: https://hubs.ly/Q04dW--N0 Honest question for the pharma marketers here: are your TV and digital teams actually sharing data, or are they still operating in parallel? #PharmaMarketing #TVData #MediaIntelligence

Samba welcomes Katie Soo to our Board of Directors! Katie is a media, technology, and cultural strategist who has led transformation at HBO Max, Hulu, Warner Bros. Digital Networks, and Dollar Shave Club. She scaled globally recognized franchises and built platforms that changed how audiences engage with content. Why her, and why now: → The media landscape is fracturing across platforms, and advertisers need independent intelligence to navigate it. Katie has built her career understanding exactly this shift. → She has led growth at the intersection of entertainment and consumer behavior for over a decade, from streaming to DTC. → Beyond the boardroom, she serves as Board Chair of Asia Society Southern California, co-founded AWE to advance AAPI women into leadership, and has been recognized by AdAge's 40 Under 40, Goldhouse's A100, and Business Insider's CMOs to Watch. Katie understands culture and knows how to build loyalty across brands with audiences. We're excited to have her guidance as we move deeper into the agentic era. Full announcement: https://lnkd.in/gEYyCBQD #MediaIntelligence

The Hannah Montana 20th Anniversary Special was a case study in how cultural moments activate audiences in ways that catalog streaming of original episodes simply can't. We dug into the viewership data and found that the main age group for legacy Hannah Montana fans, those now in their late 20s and early 30s, were the ones most likely to watch the recent Anniversary Special. They were drawn back by the cultural buzz and chance to reminisce, even if they hadn't been rewatching the original episodes. And after the special aired, there was a massive 10x surge in people going back to watch the original series. Many of them had never streamed it before as an adult. Catalog viewing shows you who's already watching. Cultural moments bring back dormant fans and attract viewers who never watched in the first place. Full analysis by Anusha Mourshed on the Samba TV blog. 👇 https://lnkd.in/e4k5QfPv #SambaTVInsights #SambaInsights #SambaAI #StreamingData #TVData

Last week, our Samba Sessions London event brought together leaders from across the UK advertising ecosystem to discuss how data and AI are reshaping media intelligence, how the smartest brands are turning insight into impact, what the new data playbook looks like, and how measurement could be reimagined for greater effect. In the packed room of hundreds of attendees, there was a clear collective sense that the industry is more energised than ever to collaborate, innovate, and act — and that the tools, the data, and the partnerships to do it are already here. A huge thank you to our incredible guests, speakers, clients and partners who made the day a success. Here's a glimpse of the day. 🎬 #SambaSessions #MediaIntelligence  Honda, Boots UK, UM Worldwide, dentsu, TikTok, Snap Inc., Index Exchange, The Trade Desk, Vevo, TiVo

Welcome to Samba, Kelly Barrett. 🎉 We are thrilled to announce that Kelly has joined Samba as SVP and Global Head of Product Management. This is a big moment for us. Kelly brings more than 20 years of product leadership in measurement and analytics. She most recently served as SVP of Product Management at Comscore, where she led data infrastructure, identity, governance, and AI enablement. Before that, she shaped go-to-market strategy at Truthset and led product marketing for identity solutions at LiveRamp. Why now? Agentic AI is reshaping how marketers plan, buy, and measure. Much of the industry still depends on probabilistic methodologies with questionable accuracy. Samba is built differently: deterministic, first-party signals from tens of millions of connected TVs and billions of web users across 50+ countries, all feeding the Samba Knowledge Graph. Kelly will lead global product management across our full portfolio of analytics and audience solutions. That is exactly the leadership this moment demands. As Ashwin put it: "No one is better than Kelly for this role, given her experience guiding the industry shift to big data, clean rooms, and cross-platform measurement." And in Kelly's own words: "Samba has built something the industry genuinely needs right now: deterministic media intelligence for more than a billion opted-in users across TV and web." The best is ahead. https://lnkd.in/gHGb6wUn #SambaTV #ProductManagement #Leadership #MediaIntelligence #AdTech

We built a tool so you can explore Netflix podcast data yourself. Last week we shared our first-ever Netflix Podcast Ranker and today we're going a layer deeper with an interactive tool that allows you to really dive into the trends. The headline numbers are interesting. But what's really worth digging into is what the data says about who is showing up and what it means for the business of podcasting. Podcast audiences have historically been a draw for advertisers because they tend to watch less TV than the average household, offering incremental reach beyond TV campaigns. The Breakfast Club on Netflix flips that entirely. These viewers are already on the big screen. As podcasts move into the living room, that changes the advertising calculus in ways the industry is just beginning to unpack. Our data also shows a lack of correlation between audio chart performance and Netflix performance. If you're a publisher or brand trying to figure out where to place your bets, that's a signal worth understanding. Monthly updates coming. We'll be watching. 👇 Explore the ranker and dig into the data from Alyson Sprague Shields's blog at the link below. https://lnkd.in/erNTupMj

Today we brought together UK industry leaders from across the advertising ecosystem at the #SambaSessions to explore the future landscape of data and AI-powered media intelligence. Some takeaways from the panels and firesides, featuring leaders from Honda, Boots UK, UM Worldwide, dentsu, TikTok, Snap Inc., Index Exchange, The Trade Desk, Vevo, TiVo: ▪️ Samba’s Knowledge Graph is the new media intelligence layer connecting people, content, and outcomes across every screen to provide better precision and results across all media ▪️ Precise data signals, real-time insight loops, and the irreplaceable human lens are redefining how brands move audiences from awareness to action ▪️ First-party data, omnichannel connectivity, and AI are rewriting the data playbook and driving the industry toward a smarter future ▪️ Independent measurement, incrementality as the gold standard, and AI as the engine for speed and prediction are together redefining what effective measurement looks like in 2026 ▪️ The Samba and TiVo partnership combines best-in-class data with scaled CTV inventory to deliver the precision, measurement, and independence the market has been missing A huge thank you to all the partners and clients who joined us for the conversations! #SambaSessions #MediaIntelligence

The men's March Madness Championship was the most-watched game of the tournament. No surprise there. What is somewhat surprising: the second most-watched game wasn't a semifinal. It was the Duke vs. UConn Elite Eight matchup that outpaced the Final Four semifinal games by 5-7%. The numbers reflect the strong basketball brands for Duke and UConn, two of best teams this year in men’s college basketball. The game was also played on a Sunday, a high viewership day for sports. The drama in the close game helped with viewership, as Duke trailed by 19 points before staging an incredible comeback. UConn freshman Braylon Mullins ended it with a 35-foot three-pointer at the buzzer, what many would agree was the best game finish in the entire tournament. The schedule and the matchups matter, but you can't manufacture a buzzer-beater. What you can do is make sure you're ready to capture the moment when it happens with real-time targeting and measurement. Reach out to learn more. #SambaTVInsights #SambaAI #SambaInsights #MarchMadness

The Pitt S2 holds the #1 streaming spot for another week. But the real story is on the linear side. Wheel of Fortune landed three separate episodes in the top 10. Three. That is not nostalgia. That is a live audience signal that legacy formats still command massive household reach when appointment viewing holds. American Idol took the #1 linear spot on ABC, while CBS claimed 4 of the top 10 with Marshals, Tracker, Survivor, and an Easter week airing of The Ten Commandments at #2. On streaming, HBO Max and Netflix split the field with 3 top 10 entries each across 6 different platforms. Three new titles broke through: Crime 101 on Prime Video, Untold S6, and Something Very Bad Is Going to Happen, both on Netflix. Here is the question worth asking: in a landscape this fragmented, how are you measuring what "top performing" actually means across screens? #SambaTVInsights #SambaTVWeeklyWrap #ThePitt #AmericanIdol #WheelOfFortune #HBOMax #Netflix #CBS #ABC #StreamingData #TVMeasurement

We've been measuring Netflix podcasts since day one and today, we're sharing what we found. 13% of Netflix households watched at least one minute of a podcast in Q1 2026. For a brand new format on a new screen, that's a real signal. And one show is driving a disproportionate share of that — The Breakfast Club is dominating in ways the data didn't quite predict. The shows winning on Netflix aren't necessarily the ones dominating audio charts. The audiences showing up aren't who you'd expect. And the engagement patterns hint at something bigger happening in the living room. If you're in podcasting, streaming, or just paying attention to where media is headed — this one's worth a read. 👇 Check out Bloomberg coverage of Alyson Sprague Shields's full analysis and stay tuned for more insights as we continue digging into the podcast space. https://lnkd.in/gWyECntb