New data from Snap and Samba TV demonstrates that Snap campaigns significantly boost audience interest in new TV shows and movies, with an 84% increase in tune-in intent. Snapchat reaches a unique audience, with 79% of impressions served to households not reached by TV ads, and 1 in 3 tune-ins from new viewers. This makes Snapchat particularly valuable for targeting younger audiences.
Snapchat Drives Audiences to Watch TV Shows and Movies
In a fragmented media landscape, reaching new audiences and driving viewership is challenging. Samba TV's research shows that Snapchat can drive both existing and new audiences to watch TV shows and movies, producing an 84% lift in tune-in.
Snapchat’s Unique Reach
Snapchat reaches a unique audience compared to TV promotions. 79% of Snapchat impressions were served to households not reached by TV ads, highlighting the platform's unique reach.
Snapchat Helps Draw New Viewers
1 in 3 tune-ins driven by Snapchat were from new viewers, including heavy, medium, and light TV viewers. This is beneficial for streamers and network providers aiming to attract new fans.
Leveraging Multiple Ad Products Drives Greater Impact
Snapchat offers various ad formats, and campaigns are most effective when multiple ad products are used together. Campaigns using 3-4 ad products saw over 2x the lift compared to those using only 1-2 ad products.
Conclusion
Advertising on Snapchat drives incremental tune-ins from mobile to the big screen. With over 800 million monthly active users and reaching over 75% of 13- to 34-year-olds, Snapchat offers significant opportunities for advertisers to discover and retain new viewers.
