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.

‘Mortal Kombat’ Most-Streamed Warner Movie on HBO Max

Godzilla and King Kong have met their match: video game franchise Mortal Kombat. New data from Samba TV found that a record 3.8 million HBO Max households streamed the new Warner Bros. Pictures’ release Mortal Kombat over the three-day weekend ended April 25. That compared with the previous record of 3.6 million Max households streaming Godzilla vs. Kong over five days ended April 4.

Warner is releasing its entire 2021 theatrical slate concurrently with access on Max for 31 days. The strategy hasn’t hurt ticket sales as Kombat, along with every Warner theatrical title beginning with Wonder Woman 1984, has topped the North American box office in its opening weekend.

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Samba said the Kombat audience resonated with viewers below the age of 44, including women (up 2.2%), blacks (up 37%), Hispanics (up 28%) and Asians (1.4%).

The data tracking firm said Wonder Woman 1984 tracked 3 million Max households across its Christmas opening weekend through the end of 2020. It was Disney/Pixar’s streaming of animated Soul on Christmas that generated the largest opening weekend, at more than 3.2 million Disney+ households.

Previous Warner releases Zach Snyder’s Justice LeagueThe Little Things and Tom & Jerry generated 1.8 million, 1.4 million and 1.2 million opening weekend Max household viewership, respectively, according to Samba TV.

Samba TV Hires Ex-Roku Executive Tim Natividad

Analytics firm Samba TV April 14 announced the appointment of Tim Natividad to SVP of agency and brand solutions, an executive position to bolster the company’s relationship with marketers around the world. Natividad previously held senior management positions at Roku, Amazon and Google.

Tim Natividad

“We admire Tim’s track record of scaling global technology platforms that benefit marketers, the platform, and consumers,” Ashwin Navin, co-founder/CEO of Samba TV, said in a statement. “We look forward to bringing his seasoned leadership and counsel to our agency and brand clients as they navigate the transition from traditional to connected television, with a more scientific approach to advertising.”

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Before Samba TV, Natividad was the head of performance advertising at Roku, where he focused on digital advertising solutions, including real-time measurement, targetability, and flexible buying models.

Natividad also served as the head of global search and performance advertising sales at Amazon at a time when e-commerce giant was making its first foray into advertising sales. While at Amazon, Natividad built Amazon’s search advertising business into $1 billion global business. At Google, he managed teams delivering video and display advertising solutions, as well as insights measuring the performance of advertising.

“From the outside in, what always struck me and my colleagues about Samba was the company’s innate ability to move quickly and monetize successfully in a market that is constantly shifting,” Natividad said in a statement. “Their leadership as a first-party data provider in this accelerating CTV space is unrivaled by others in the market, and the advertising industry has taken note.”

Samba TV Triples Data Footprint With 605 Partnership

Samba TV March 31 announced a partnership with 605, a television measurement and analytics company, that dramatically expands Samba TV’s “addressable access” to TV viewership throughout the United States. The partnership will enable precise targeting capabilities across over-the-top video streaming and linear TV audiences.

Samba TV’s addressable footprint will now exceed more than 46 million opted-in TVs globally (formerly 13.5 million), of which 28 million devices are in the U.S. across all 210 designated market areas. The partnership will enable more targeting capabilities within connected TV, as well as display and video advertising on all of the connected devices within the home.

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Samba TV’s proprietary automatic content recognition technology is integrated at the chipset level with 24 Smart TV brands globally, “fingerprinting” all content that appears on the TV screen. By comparing those fingerprints to Samba TV’s global reference library of shows, commercials, movies, and games, the resulting dataset represents a global TV panel and ad schedule. Using proprietary identity resolution software at the household level, Samba TV integrates its TV data with other set-top box manufacturers for at-scale household-level targeting.

“With significant disruption in the advertising landscape … provid[ing] marketers a platform that delivers massive scale in reach, precision in targeting, and transparency into performance [is key],” Samba TV co-founder/CEO Ashwin Navin said in a statement. “Samba TV’s first-party data, augmented by this exclusive partnership … provides our customers access to a comprehensive end-to-end view into the effectiveness of advertising across all of the screens we use to watch video.”

605 offers advertising and content measurement, media planning, and optimization, and has agreed to provide Samba TV with exclusive addressable access to a subset of its viewership data.

“605 has built advanced technologies around our viewership data that allows brands to more simply and effectively reach the right audiences,” said CEO/founder Kristin Dolan. “This partnership with Samba is a positive move to further that objective.”

Data: Winning Weekend for Streaming Superheroes

With the HBO Max release of the Zack Snyder’s Justice League director’s cut and Marvel Studios debut of “The Falcon and the Winter Soldier” series on Disney+, it was a good streaming weekend for for fans of both DC Comics and the Marvel Cinematic Universe.

New data from Samba TV found that 1.7 million households streamed the premiere episode of “The Falcon and the Winter Soldier,” which stars Anthony Mackie, Sebastian Stan and Emily VanCamp. The tally was slightly ahead of the streamer’s “WandaVision,” which totaled 1.6 million households on its opening weekend.

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Samba TV tracks viewer recommend program data — called “automatic content recognition” — from more than 13.5 million smart TVs in the U.S.  Disney+, unlike Netflix and Amazon Prime Video, does not release all episodes of an original series simultaneously. Episodes are released on a weekly basis.

Disney’s latest Marvel Universe TV show had 759,000 domestic households tune in on March 19, beating WandaVision’s Jan. 15 premiere day tune in of 655,000 households, but not the 1 million homes that watched “The Mandalorian” season two premiere Oct. 30.

Meanwhile, 1.8 million households watched at least five minutes of Zack Snyder’s Justice League on HBO Max over the weekend. The much-hyped extended version scored well with Black households (up 17%), Hispanic (+20%) and Asian (+18%). Of the 25 largest designated market areas (DMAs), the most over-indexing were San Francisco (+67%), Sacramento (+33%), and Los Angeles (+32%).

Zack Snyder’s Justice League

Report: More Than 1.2 Million Households Streamed ‘Tom & Jerry’ on HBO Max

Warner Bros. Pictures’ live-action animated movie Tom & Jerry tracked $14.1 million in its opening weekend at the domestic box office. The movie also streamed across 1.2 million households on subscription streaming service HBO Max, according to new data from Samba TV — on par with other Warner titles that have streamed simultaneously on Max during their box office launch.
That’s 200,000 fewer households than the 1.4 million households that streamed Warner’s The Little Things during its opening weekend. The studio, which is streaming its entire 2021 theatrical slate concurrently with their box office launch, tracked more than three million Max households (2.2 million opening weekend) through the end of the year for the Christmas debut of Wonder Woman 1984.
Samba TV tracks viewer recommend program data — called “automatic content recognition” — from more than 13.5 million smart TVs in the United States. The company said Tom & Jerry viewership peaked Feb. 27 with 550,000 households, after 408,000 households streamed on Feb. 26, the day the movie was added to Max’s platform.
When compared nationwide, viewership over-indexed (+4%) among women, Blacks, Hispanics, households with minors and adults under the age of 44 making less than $75,000.

Report: Super Bowl LV Household Viewership Down 15%

While Tom Brady receives much of the attention for winning his seventh Super Bowl, and becoming only the second QB to win it for two different franchises, viewership for the Feb. 7 NFL title game won by the Tampa Bay Buccaneers 31-9 over the Kansas City Chiefs in Tampa, Fla., and all of its associated programming, was down 15% year-over-year, according to new data from Samba TV.

Samba TV tracks viewer recommend program data — called Automatic Content Recognition — from more than 13.5 million smart TVs in the United States.

The company said 32 million households tuned in on Sunday night, down from 37.6 in 2020. Pre-game show viewership was down 13%; the halftime show featuring musical act The Weeknd was down 14%; and the interview with President Joe Biden was down 13%.

Separately, Comscore said initial Super Bowl TV ratings were flat, while NFL Conference Championship games were up 10%.

The lower ratings would be the latest challenge for the NFL after its pandemic-addled season, as teams throughout the league dealt with COVID-19 infections, quarantines and empty stadiums.

Household tune-ins were down throughout the playoffs and the marquee Sunday and Monday night games, according to Samba TV. Two weeks ago, households viewing the AFC and NFC Conference Championship games were down 15% and 17%, respectively, while each game in the divisional round was down 20% to 23%, and the Wild Card weekend games were down 21% to 30%.

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Boston, home of plenty of Tom Brady fans, was the market that over-indexed the most, followed by Kansas City and then Tampa.

Samba said viewership of the game increased a bit during the first 30 mins of the game (when the score was still close), and held pretty steady until around halftime, when viewership dropped a bit.

Household tune-in mostly recovered after halftime, but then there was a steady decrease afterward nationwide and in Kansas City. Not surprisingly, Tampa’s viewership held pretty steadily at the end of halftime through the end of the game as the team’s double-digit lead became insurmountable.

Report: Disney’s ‘WandaVision’ Tracks 1.6 Million Households Opening Weekend

Disney+ original Marvel series “WandaVision” was streamed by 1.6 million households Jan. 15-18, according to new data from Samba TV, which tracks viewer recommend program data — called Automatic Content Recognition — from more than 13.5 million smart TVs s in the United States.

The series’ first two episodes, starring Paul Bettany and Elizabeth Olson, takes characters from the Marvel Cinematic Universe and was streamed by 1.1 million collective households. About 346,000 people watched the first episode but not second, and strangely about 75,000 households watched the second episode but not the first.

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Total U.S. viewership for the two episodes, per Samba TV: Episode 1: 1.5 million households; episode 2: 1.2 million households. The show was a big draw among younger households, especially with people aged 35-44, as that age group over-indexed by +6% when compared with the U.S. viewers overall.

By comparison, Disney’s other big show, “The Mandalorian,” drew 1.04 million U.S. households for its season 2 premiere on Oct. 30., 2020. “WandaVision” drew 655,000 households on Jan. 15, the day it was added to Disney+.

Report: 1.1 Million U.S. Households Streamed ‘The Mandalorian’ Season 2 Finale

The season two final episode of “The Mandalorian” on Disney+ was streamed by 1.1 million U.S. households on Dec. 18, according to new data from Samba TV.

That was the largest premiere-day viewership of any episode this season, drawing 100,000 more households than the previous high, which was episode six on Dec. 4. To date, 3 million U.S. households have watched at least five minutes of at least one episode of the “Star Wars” spinoff show this season.
“The Mandalorian” is unique among streaming programs in that Disney+ rolls out episodes each Friday, rather than a single-day drop of all episodes like Netflix. And following Disney’s investor day announcement and the special end-credits in this last episode, fans of “The Mandalorian” are aware of several spinoffs coming to Disney+.
Samba TV’s research also found that more affluent households and households with white viewers over-indexed (+9%) for the season two finale, with respect to the country overall. And of the top 25 designated market areas (DMAs), Portland (+56%), Seattle (+44%), and Cleveland (+43%) over-indexed the most compared to the U.S. overall.