Through this measurement programme, marketers can gain insights into bridging Twitter engagement to tune-ins across primetime broadcast and cable programming, OTT streaming originals and tentpoles such as the NBA, NFL and NHL sporting events.

During a closed beta period, Samba measured more than 30 Twitter campaigns across 15 different programmers, unveiling granular insights into the lift in tune-in conversion as a result of exposure to Twitter ads. When looking at campaign exposures on Twitter, Samba found an average lift of 28% in Verified Tune-in Rate (VTR) to the measured premiere episodes.

“We all know Twitter is the ultimate TV companion, and now we can specifically measure that impact to help broadcasters and advertisers understand how effectively Twitter’s engaged audiences are driving tune-in,” said Ashwin Navin, CEO and co-founder of Samba TV. “We look forward to building on our collaboration to provide greater performance transparency and help tune-in clients achieve their goals.”

Samba TV’s methodology links cross-screen ad exposure to a representative dataset sourced from more than 20mn households worldwide to help programmers measure and optimise tune-in campaign performance.

“Twitter is home to the world’s most valuable audience when they’re most receptive, and that includes when they’re watching TV,” said Tim Perzyk, VP of market insights and analytics at Twitter. “As advertisers look to enrich their marketing strategies with complementary TV and digital media buys, Samba has emerged as a key partner in helping us evaluate and improve our partner performance.”