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Samba TV, a provider of omniscreen advertising and analytics, today released its latest State of Viewership Report for the first half of 2024. The report analyzes approximately 45 billion hours of linear and streaming television consumption and uncovers significant trends and opportunities shaping the television and advertising landscapes.
Among its findings, the report highlights an emerging role for AI within measurement for brand sponsorships, strategies for releasing new shows on streaming services, and the importance of optimizing cross-screen advertising campaigns through new AVOD and FAST platforms.
As the 2024 election season intensifies, political advertisers in particular need to employ comprehensive data strategies to efficiently reach diverse voter segments and drive ad effectiveness. Non-political advertisers should anticipate a significant increase in CPM-rates from now until November for highly coveted ad inventory and platforms that reach potential voters in swing states.
Ashwin Navin, Samba TV co-founder/CEO, says: “The AI hype cycle has passed, but AI transformation has just begun. In this evolving landscape, and on the brink of a transformative election season, now it is more important than ever to employ a cross-channel strategy for audience outreach and measurement.
“Streaming video platforms are innovating to retain viewers while fighting tooth and nail for engagement in the war for attention, while collectively eroding the base of linear. The advertising market focused on linear and CTV formats is seeing stability, particularly in the pharmaceutical and health sectors, but we are seeing declines from the entertainment vertical, as some advertisers shift their mix to social and digital