Data: Vacation, Soccer, ‘The Walking Dead’ Resonate Among Global Streamers

Who says Americans never take a vacation?

New data from Samba TV found that Americans aren’t opposed to the concept of a week off when it’s the storyline to a movie. More than 777,000 U.S. households streamed Hulu original movie Vacation Friends on its Friday launch plus two days.

The ‘R’-rated comedy, starring John Cena and Lil Rel Howery (Get Out), about a couple that meets up with another couple while on vacation in Mexico, but their friendship takes an awkward turn when they get back home, debuted on the Disney-owned SVOD platform Aug. 27.

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Samba said the movie’s audience skewed female (+9%), younger (44 and below), and black (+42%). Of the top 25 largest designated market areas (DMAs), St Louis over-indexed the most (+90%), followed by Raleigh, NC (+42%) and Atlanta (+35%).

Separately, 144,000 U.K. households streamed (live+ same-day) the Aug. 29 Ligue 1 soccer match between Stade de Reims and Paris Saint-Germain on BT Sport 2. Streaming viewership was up 395% from the match between the same clubs on the same channel nearly a year ago (Sept. 27, 2020). That contest, of course, didn’t feature the Ligue 1 debut of Argentinian soccer legend Lionel Messi. Among U.K. regions, Scotland over-indexed the most (+54%), followed by London (+34%) for the match.

Meanwhile, 110,000 British households, 69,000 German homes and 26,000 Austrian households streamed the premier episode of season 11 of “The Walking Dead” on Disney+ during the Live + six-day window. Of the U.K. regions, Wales over-indexed the most (+32%), followed by North East and Cumbria (+28%). Of the German regions, Saarland over-indexed the most (+62%), followed by Schleswig-Holstein (+57%).

Data: Tokyo Summer Olympics Dominated Sports Viewers Attention

Primetime TV ratings for the 2020 Tokyo Summer Olympics may have dropped from the 2016 Games in Rio de Janeiro, but remained strong among heavy and moderate sports fans, according to new data from Samba TV.

With a total of 113 medals, 39 of which were gold, U.S. households were watching less for the medals and more for the sports tournaments. However, household reach began to decline after the second weekend of events, despite Saturday, Aug. 7, being the biggest day of gold wins for the United States.

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Samba found that 16.6 million U.S. households with heavy sports viewership watched both the first and second weeks of the Games on NBC, representing 77% of all heavy sports viewership households in the country. Conversely, 10.1 million light sports viewership households watched week one of the Olympics and 10.3 million watched week two, representing 18% of all light sports viewership households.

While sports fans unsurprisingly were high consumers of the Olympic games, NBC was still able to draw close to 20% of light sports viewership households to its programming in each week.

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Indeed, 78% of the U.S. households that watched the opening ceremony on NBC did not watch the closing ceremony, choosing instead to watch 2021 U.S. Open Golf Championship.

Samba looked at 28 cable sports networks during July 4 and July 17, to determine heavy and light sports viewership households. Heavy sports viewership households are classified as the top 20% by consumption duration across these 28 cable sports networks. Light sports viewership households, however, are classified as the bottom 45% by consumption duration across these cable sports networks.

Data: ‘Jungle Cruise’ Premier Access Transactions Top 1.5 Million Since Debut

Premier Access purchases of Disney’s action adventure Jungle Cruise topped 1.5 million units in the first 10 days of release, according to new data from Samba TV. Disney is offering the Dwyane Johnson/Emily Blunt starrer as a $29.99 Disney+ add-on to subscribers. The tally would suggest the movie has generated $45 million in PVOD revenue, in addition to $65.4 million at the domestic box office ($122 million worldwide).

Disney has officially disclosed Jungle Cruise unit sales of 1 million. Samba TV analyzes viewing habits of more than 46 million connected households globally, including 28 million in the U.S.

Outside the U.S., Samba said 290,000 British households; 121,000 German households and 42,000 Australian homes watched Jungle Cruise on Disney+ during the L+9D window. The daily viewership in all four countries peaked during the opening weekend Aug. 1.

The U.S. audience skewed slightly female (+2%), and toward homes with non-white viewers (Black +19%, Hispanic +30%, Asian +36%). Of the top 25 largest DMAs, Miami over-indexed the most (+41%), followed by Los Angeles (+32%) and Portland (+32%). Of the GB Regions, Wales over-indexed the most (+31%), followed by North West (+31%). Of the German regions, North Rhine-Westphalia over-indexed the most (+31%), followed by Saarland (+4%).

Separately, Samba said 185,000 households streamed Val on Hulu during the documentary’s initial three-day release period. The audience skewed white (+16%). Of the top 25 largest designated market areas (DMA’s), Seattle over-indexed the most (+101%), followed by Portland, Ore., (+79%) and Pittsburgh (+41%).

‘The Suicide Squad’ Viewed by 2.8M U.S. Households on HBO Max Over the Weekend

Data from smart-TV viewer tracking service Samba TV found 2.8 million U.S. households watched The Suicide Squad on HBO Max Aug. 6-8.

Aug. 7 had the largest number of total viewers (first-time or repeat) with 1.2 million U.S. households watching that day, while Aug. 6 had the largest number of first-time viewers with 949,000 U.S. households watching for the first time that day.

The audience skewed slightly female (+2%), younger (44 years old and younger), and toward households with black (+20%) and Hispanic (+18%) viewers. Of the top 25 largest media markets, Sacramento, Calif., over-indexed the most (+25%), followed by Phoenix  (+19%) and Philadelphia (+13%).

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Meanwhile, 257,000 U.S. households watched the season two premiere of “The L Word: Generation Q” over the weekend, down 31% from the season one premiere. The season two premiere audience skewed female (+4%), older (45+), white (+11%) and Black (+14%). Of the top 25 largest media markets, Cleveland over-indexed the most (+110%), followed by Sacramento, Calif., (+75%) and New York (+64%) for the season two premiere.

Samba TV Names Kris Magel VP of Agency Development

Samba TV July 28 announced that Kris Magel has joined the company as VP and head of agency Development. Magel will manage Samba TV’s relationships with advertising agencies and holding companies, driving innovation and developing solutions for advanced media planning, activation and measurement.

Kris Magel

Samba’s TV ACR technology, integrated at the chipset level across 24 Smart TV brands and addressable footprint of 46 million devices globally, identifies content that appears on the television screen, including shows, commercials, movies, and video games.

With nearly three decades in the media and advertising industry, Magel has a deep understanding of the application of analytics, data, and innovation to media, which will help agencies capture the value of first-party data that will help advertisers better understand their campaign performance.

He arrives at Samba TV from international advertising, media, and experience agency dentsu, where he was president of media clients responsible for building bespoke cross-media solutions for existing and prospective brand clients.

“There are existential threats to media agencies due to the growing dominance of walled gardens that increasingly shield marketers from the transparency needed to develop cross-platform media plans and optimize them for business outcomes,” Ashwin Navin, Samba TV co-founder/CEO said in a statement.

Prior to joining dentsu, Magel was East Coast president of IPG media agency Initiative, where he also held the role of chief investment officer. Before IPG, Kris held various media buying leadership roles at Publicis media agencies Zenith, Optimedia, and DeWitt Media.

Samba TV Bows Global TV Viewership Dashboard in Time for Tokyo Olympics

Samba TV July 23 announced the launch of its global Real-time TV Viewership Dashboard, an interactive TV analytics dashboard featuring geographic and demographic analysis of viewership in real-time across the world, starting with four of the largest media markets: the U.S., U.K., Germany and Australia.

Samba TV’s ACR technology, integrated at the chipset level across 24 smart-TV brands and addressable footprint of 46 million devices globally, identifies content that appears on the TV screen, including TV shows, commercials, movies, and video games.

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“The Olympics this year will underscore the importance of television and its unique ability to bring together billions of people in living rooms across the globe,” Samba TV co-founder/CEO Ashwin Navin. “TV data is critical for the media industry to understand the rapid changes in viewership behaviors pre-, mid-, and post-pandemic.”

Samba TV’s Real-time TV Viewership Dashboard will be put to the test during the delayed 2020 Tokyo Summer Olympics, and other large-scale media events. The platform allows advertisers the ability to see what channels and shows are being watched in their city or country within seconds. The dashboard leverages the company’s proprietary automatic content recognition (ACR) technology to provide in-the-moment insight into viewership across markets.

“Gone are the days of waiting days, weeks, or months for analysis of TV events that have already happened,” said Navin. “We are unlocking the power of real-time TV data and this first-of-its-kind solution raises the bar to make real-time insights available to everyone.”

Samba TV Names Divya Ghatak to Board of Directors

Samba TV July 14 announced the appointment of Divya Ghatak to its board of directors. Ghatak is the chief people officer at SentinelOne, and brings a wealth of experience scaling companies in Silicon Valley as an executive leader overseeing global people operations, culture, and talent initiatives that help accelerate growth for software, high-tech, and medical technology companies.

Ghatak’s appointment follows an April 2021 announcement of Snap CBO Jeremi Gorman joining Samba TV’s board.

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“We are pleased to welcome Divya to Samba TV’s board to share her voice and extensive experience scaling organizations in highly competitive industries,” Samba TV co-founder/CEO Ashwin Navin said in a statement. “We are fortunate to have her guidance to help us execute on our mission.”

Prior to joining SentinelOne, Ghatak led HR globally as VP of people at Nevro Corp., a publicly traded global medical technology company. Before Nevro Corp., Ghatak served as chief people officer at GoodData Corporation, a data analytics software company.

Since July 2016, Ghatak has served on the board of directors for Watermark, a nonprofit dedicated to increasing the number of women in leadership. Watermark and SentinelOne are both active sponsors of Women in Cybersecurity (WiCyS). Ghatak is also a member of the board of advisors of Findem, a company that uses an artificial intelligence platform to assist companies in their employee hiring. Ghatak holds a B.A. in economics from Delhi University in India and an M.A. in human resources management and personnel administration from the Tata Institute of Social Sciences.

Samba’s data footprint exceeds more than 46 million opted-in televisions globally, of which 28 million devices are in the U.S. across all 210 designated market areas.

Data: Amazon Prime Video’s ‘The Tomorrow War’ Streamed Strongest Through July 4 Weekend

Among new streaming movie releases made available through the July 4 weekend, Amazon Studios’ The Tomorrow War dominated viewership with 2.41 million U.S. households watching the sci-fi actioner starring Chris Pratt live and on-demand over the three-day weekend, according to new data from Samba TV.

The data research company’s addressable footprint exceeds more than 46 million connected households globally, including 28 million in the U.S.

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The U.S. audience skewed middle class with household incomes ranging from $75,000 to $100,000 (8.9%) and Black (+10%), and of the 25 largest designated market areas (DMAs), Portland over-indexed at 50%.

HBO Max original movie No Sudden Move generated 567,000 households over a four-day period. The audience skewed wealthy ($150,000 to $200,000), up +11%, male (+5.9%), young (ages 20-24 +14%) and Black (+46%). Of the top 25 largest DMA’s, Detroit over-indexed, up 116%.

Separately, Samba said the six games of the “NBA Western Conference Finals” between the Phoenix Suns and the Los Angeles Clippers had 3.3 million, 3.7 million, 3.9 million, 3.4 million, 4 million and 4.1 million U.S. households tune in, respectively. The audience for the games skewed wealthy ($125,000+ income), male (+2.6% to 4.6%), and Black (+36% to 48%). Of the top 25 largest DMAs, not surprisingly Phoenix over-indexed the most (+235% to +259%) followed by Los Angeles (+82% to +92%).

Finally, 779,000 to 1.5 million U.S. households streamed the “2021 Stanley Cup Playoffs Semifinals,” with households skewing wealthier ($75,000+), male, older (45+ years old) and white.

Samba TV: Box Office Champ ‘Conjuring 3’ Attracted 1.6M Streaming Households Over the Weekend

While topping the box office over the weekend, Warner Bros. Pictures’ The Conjuring: The Devil Made Me Do It also managed to attract 1.6 million streaming households June 4-7, according to data from smart-TV viewer tracking service Samba TV.

The horror flick is concurrently in theaters and streaming at no additional charge to HBO Max subscribers for 31 days.

Despite its streaming availability, the threequel earned $24 million at the domestic box office June 4-6 to topple the previous top earner, Paramount Pictures’ A Quiet Place Part II.

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The streaming audience skewed lower income ($75,000 and less), younger (44 and below), black (+19%) and Hispanic (+41%). Of the 25 largest DMAs, Phoenix over-indexed the most (+47%), according to Samba TV data.

Samba TV: ‘Friends’ Reunion Drew 2 Million U.S. Households Over Long Weekend

HBO Max’s much-anticipated “Friends” reunion attracted 2 million U.S. households from May 27-31, according to Smart-TV viewer tracking service Samba TV.

The audience skewed younger, over-indexing with viewers age 54 and below, according the Samba TV. Viewers also tended to be more affluent, while Asian (+13%) and white (+7%) viewers over-indexed.

In both New Hampshire and Wyoming, 24% of all households watched the reunion, according to Samba TV data. But viewership was bigger in the United Kingdom, where 2.5 million households watched the special (It aired on linear TV in the United Kingdom, but only on streaming in the United States.).

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By contrast, “The Mare of Easttown” finale drew 1.7 million U.S. households May 30-31 (that program aired on both HBO and HBO Max) while Cruella, on Disney+ Premier Access, drew 686,000 U.S. households May 28-31.