Magazine article ADWEEK

Die-Hard Fans: Take-Aways from the Walking Dead's Cross-Platform Viewership

Magazine article ADWEEK

Die-Hard Fans: Take-Aways from the Walking Dead's Cross-Platform Viewership

Article excerpt

On Sunday, Feb. 12, people across the U.S. tuned into AMC to watch the midseason premiere of the network's highest-rated show, The Walking Dead. Meanwhile, millions of connected TVs and set-top boxes were sending data about those viewers to Samba TV. The software and analytics company, which develops smart TV apps for media companies and hardware manufacturers, also gathers viewing data from more than 11 million households across the U.S., all of which have opted into the company's research program in return for receiving content recommendations. That kind of information can be incredibly valuable to advertisers looking to connect with consumers across multiple viewing platforms. "By connecting real-time TV and OTT viewership, advertisers can discover engaged audiences across screens and find the best strategies to drive those users toward conversions," said Ashwin Navin, Samba TV CEO and co-founder. We had Samba take a look at The Walking Dead to find out just how loyal its audience really is and where else they can be found throughout the TV spectrum.

How many episodes of this season had viewers watched prior to the midseason premiere?

11% of viewers who tuned into the midseason premiere had watched every previous episode this season ...

1       7%
2       8%
3      11%
4       8%
5       6%
6       8%
7      10%
8      11%
None   26%

But more than
26% hadn't
seen a single
one.

Note: Table made from bar graph.

Share of active audience by minute

1         10. … 
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