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"Widow's Bay" added 800,000 new U.S. households to its audience the week after its historic, record-breaking haul at the...
10/21/2026

"Widow's Bay" added 800,000 new U.S. households to its audience the week after its historic, record-breaking haul at the Emmys.

Viewership for the Apple TV horror-comedy nearly reached 1,900 hours a day after the show won 14 Emmys, almost as high as the show's season finale peak three months earlier, according to a new study from Samba.

The audience surge was particularly prominent among Asian audiences, who flocked to "Widow's Bay" after Hiro Murai, who directed five episodes of the show, became the first Asian director to win an Emmy for comedy directing.

Read the full report here đź”—: https://hubs.ly/Q04BTVNj0

Netflix is dominating the streaming charts this fall. For the third week in a row, Netflix had the most watched streamin...
10/16/2026

Netflix is dominating the streaming charts this fall. For the third week in a row, Netflix had the most watched streaming title last week with the new Ben Affleck thriller "Animals."

Netflix also holds the No. 2 and 3 spots on the Weekly Wrap chart with "East of Eden," the miniseries adaptation of the classic John Steinbeck novel, and "Below," a mystery series starring Josh Hartnett. In total, Netflix has six of the top 10 spots on this week's list.

Apple TV's new season of "Ted Lasso" comes in fourth place, and Amazon's miniseries take on the beloved Stephen King horror novel "Carrie" is in sixth. The HBO Max drama "War" rounds out the list at No. 10.

When the NFL plays games abroad, the share of international viewers doubles.For decades, the NFL has tried to grow the l...
10/16/2026

When the NFL plays games abroad, the share of international viewers doubles.

For decades, the NFL has tried to grow the league in foreign markets, and a new analysis by Samba shows the NFL has succeeded. International audiences account for 10 percent of viewing hours this season, up from 8 percent the previous two seasons. For games played internationally, the international share of viewership jumps to 15 percent.

The effect is even bigger in the host country. More than 1 million Australian homes watched the NFL's first game in the country earlier this season, which is 18 times higher than the Australian audience for other international games.

Read the full report here đź”—: https://hubs.ly/Q04BmqXV0

10/15/2026

Captain America doesn't eat during the post-credit sequence in "The Avengers" because Chris Evans was wearing a prosthetic jaw to hide the beard he'd grown for "Snowpiercer."

The makeup team couldn't glue the beard to Evans' face because of the beard, so Evans had to hold it up with his hand. If he had eaten, Captain America's face would have fallen off.

Bob Sabouni, former head of global marketing at Marvel, recounted the story for Samba CEO Ashwin Navin in a recent interview.

"Love Story," Ryan Murphy's tragic retelling of the real-life romance between John F. Kennedy, Jr. and Carolyn Bessette,...
10/14/2026

"Love Story," Ryan Murphy's tragic retelling of the real-life romance between John F. Kennedy, Jr. and Carolyn Bessette, drove huge sales for Levi's 517 jeans and Aldo sunglasses, showing TV's influence on consumer behavior.

Pharmaceutical brands collect wastewater data to know when and where diseases break out, and target those areas with ads...
10/14/2026

Pharmaceutical brands collect wastewater data to know when and where diseases break out, and target those areas with ads.

No industry knows more about being creative with audience data than pharma, which is subject to some of the strictest regulatory scrutiny in all of business.

Samba's Chief Commercial Officer Aden Zaman hosted a panel on pharma advertising last week at Advertising Week New York, featuring Kristy Quagliariello (Klick) and Mark Pappas (CMI) as panelists. They shared insights every brand can learn from, such as why advertising quality is overrated and how a pharma brand beat its competition with a fraction of the budget.

Watch a video of the panel here đź”—: https://hubs.ly/Q04B5v5D0

Spooky season is in full swing, as Netflix's "The Unabomber" was the most-streamed show last week. At No. 3 is "The Wido...
10/09/2026

Spooky season is in full swing, as Netflix's "The Unabomber" was the most-streamed show last week. At No. 3 is "The Widower: 'Til Death do us Part," a Netflix documentary about a detective and journalist investigating a killer.

But it wasn't all doom and gloom. Coming in second is Apple TV's light-hearted "Ted Lasso," which is close to ending its fourth season. HBO Max's hit series "Lanterns," an extension of the DC Comics universe, comes in at No. 5, just behind Netflix's miniseries adaptation of the John Steinbeck novel "East of Eden."

One of the best ways to drive viewers to the TV screen is through their phone screens.Netflix increased viewership for "...
10/09/2026

One of the best ways to drive viewers to the TV screen is through their phone screens.

Netflix increased viewership for "Squid Game" and "Wednesday" by 19% and 14% (respectively) in Australia by running ad campaigns for the shows on TikTok, a new joint study from Samba and TikTok found.

The campaigns were especially effective at converting people who watch little TV. Half the ad impressions and 39 percent of the incremental audience lift came from the 45 percent of the campaign audience that watched the least amount of TV.

The Samba-TikTok partnership is the first time entertainment marketers in Australia have been able to connect digital ad exposures to TV viewership and conduct “closed loop” measurement, according to Jon-Paul Stift, TikTok’s marketing science manager in the country.

10/07/2026

No one knew who Iron Man was before the first "Iron Man" movie.

When Marvel pitched Gatorade on a brand integration for "Iron Man," Gatorade thought it was for the Ironman Triathlon.

Marvel took a huge risk creating a film about the character — and it more than paid off. "Iron Man" ended up being a massive hit and launched the Marvel cinematic universe, which grew into the most successful film franchise in film history.

Bob Sabouni, Marvel's Former head of global marketing, talked to Samba CEO Ashwin Navin about the challenges of marketing a superhero few were familiar with.

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