Samba

We create data at the ❤️ of TV (panel nearly 80x legacy industry model) 📺
#SambaTVInsights

[Samba @samba_tv]

TV and mobile gaming, planned in silos. Not anymore.

Samba's first-party TV signals are now integrated into @unity's mobile gaming inventory.

Plan, target, and measure across both screens as a single audience.

Read more here: https://t.co/Xt39nVzIOU

[Samba @samba_tv]

The 2026 NBA Finals reached http://32.8M US households. The 2025 Finals reached http://26.9M.

A 22% jump. In two fewer games.

Market size didn't do that. Stars and stakes did.

What pulled you in this year: the team, the star, or the games?

[Samba @samba_tv]

AI agents are buying media right now. The industry is still arguing about whether they should.

We're settling three of these debates live at Cannes, June 24, Le Rooftop.

@Scope3, @PubMatic, @Google, @Amazon + more. Limited seats.

RSVP → https://t.co/UdVcQFA8kj

#Cannes2026

[Samba @samba_tv]

Microsoft’s Copilot may have reached the most households with its ad buy, but Anthropic's Claude’s ads sparked the most online interest from audiences.

In Q1 2026, all four major AI brands ran Super Bowl spots, bought into similar networks, and reached many of the same households. When everyone's in the same room, what sets you apart is what you say.

Claude ran the lowest average frequency in the category and still led in online interest response. The message was the driver, not the repetition. Three brands told audiences that AI would do the thinking for them, while Claude asked people to keep thinking for themselves,  and the data shows that bet paid off.

Full report here: 👉 https://t.co/XnqUeCz0lv

#SambaInsights #SambaAI #AI #AIAdvertising #SambaTV #SambaTVInsights

[Samba @samba_tv]

@Euphoria went out at #1. @TheTonyAwards went out at #1 on linear.

And @Schmigadoon!, an @AppleTV+ series, just won Best Musical on Broadway.

Everything is connected. Streaming and live TV had the same kind of week.

Rate the Euphoria finale. No spoilers. Just a number.

#StreamingTV

[Samba @samba_tv]

In 2026, the world's largest AI brands are racing to cross a critical threshold: from niche tools used by developers to mass-market platforms with household-name recognition.

That race played out in advertising during Q1. Copilot, ChatGPT, Claude, and Gemini all made major pushes, including Super Bowl spots and broad network buys. With some of the largest IPOs in history on the horizon, winning consumer familiarity at scale has never mattered more.

We tracked all of it. Samba's new AI Advertising Intelligence report covers how these four brands executed in Q1 2026: who they reached, how often, what their creative said, and what audiences did afterward.

If you work in media, advertising, or just watch this category closely, it's worth a read.

👉 https://t.co/LLuWpe06IV

#SambaInsights #SambaAI #AI #AIAdvertising #SambaTV #SambaTVInsights

[Samba @samba_tv]

Cannes is less than two weeks away and we'd love to see you there! 

Join Samba and Advertising Week for an exclusive rooftop event on Wednesday, June 24 (5–8pm CEST), where we're bringing together some of the sharpest minds in the industry to tackle critical topics on agentic AI and the future of programmatic. Secure your spot soon as space is limited!

Register your interest → https://t.co/Mwyl430tkF

#Cannes2026 #MediaIntelligence

[Samba @samba_tv]

Streaming this week:
Euphoria S3 reclaims #1.
Spider-Noir debuts at #3 (Nicolas Cage in live action).
The Boys S5 fell off for the first time since week 1.

Five new entries. Five exits.
Euphoria has been top 3 for seven straight weeks. Nothing else is close.

#TopStreaming

[Samba @samba_tv]

@paramountplus @netflix Catalog data tells you what platforms are betting on.

Verified viewing behavior tells you if those bets are working.

Which platform do you think is actually winning the comedy streaming war?

Reply with your pick.

[Samba @samba_tv]

Netflix grew its stand-up catalog 68% since 2020.

486 titles. Nearly 1 in 9 of their "movies" is now a comedian on a stage.

That's not simply a content bet. That's a catalog strategy.

Here's what the data actually shows 🧵

[Samba @samba_tv]

@paramountplus leads on catalog share at 11.5% — with just 101 titles.

@netflix sits at 10.8% with 487.

Same metric. Wildly different strategies. Catalog share without context is just noise.

[Samba @samba_tv]

So the question the data is actually asking: is broadcast late-night dead, or did it die a while ago and nobody called it?

[Samba @samba_tv]

We measured the two biggest back-to-back nights in broadcast late-night in a decade. The data is not subtle. 🧵

Source: Samba Data (May 21-22, 2026)
#LateNight

[Samba @samba_tv]

And the business model changed overnight. CBS sold the time slot. Allen Media Group buys the airtime and runs their own ads. CBS finally makes money in late night.

[Samba @samba_tv]

This week in streaming:
The Crash jumps from #5 to #1.
Jack Ryan: Ghost War debuts at #2.
Prime Video triples its chart presence.
Euphoria S3 drops to #3.
Netflix still leads with 5 titles.

Also on linear: Marshals ended American Idol's 5-week streak at #1.

What are you watching?

#TopStreaming

[Samba @samba_tv]

Streaming TV ad spend is set to pass linear by 2027.

But the real question isn't where the money is going. It's whether measurement can keep up with the move.

What do you think?

(Source: @eMarketer 2026) 📊

[Samba @samba_tv]

Samba data from both NBA Conference Finals Game 1s:

Thunder vs. Spurs: 7.8M households
Knicks vs. Cavs: 6.9M households

OKC and San Antonio outdrew a Knicks series by nearly 1M households.

What's driving the gap? Platform? Momentum? Star power?

Reply with your take.