Snapchat Drives Audiences to Watch TV Shows and Movies

In today’s fragmented media landscape, it’s never been tougher for entertainment advertisers to reach new audiences and drive viewership. And with so much competition for eyeballs, it’s critical for streamers, networks, and sports leagues to understand the impact of their digital ad campaigns. New research from Samba TV reveals how Snapchat can not only drive existing audiences to watch TV shows and movies, but also draw in brand new viewers.

Snapchat Drives Incremental Tune-Ins

To help advertisers understand Snapchat’s impact on viewership, we partnered with Samba TV, whose tune-in reporting looks at how different campaigns drive viewership of any TV show, movie, or sporting event.

The results? Snapchat drove an 84% lift in tune-in on average¹.

Snapchat’s Unique Reach

It’s clear that reaching Snapchatters can have a significant impact on tune-in. But what’s more — much of this tune-in can only be found on Snapchat.

Samba TV found that Snapchat reaches a unique audience compared to TV promotions. In fact, 79% of Snapchat impressions were served to households not reached by TV ads.

Snapchat Helps Draw New Viewers

Additionally, 1 in 3 tune-ins driven by Snapchat were from new viewers — and this was across heavy, medium, and light TV viewers. This is great news for streamers and network providers alike looking to attract new fans to their programs.

Leveraging Multiple Ad Products Drives Greater Impact

Snapchat offers a variety of ad formats across our platforms. For entertainment advertisers, Samba TV found that campaigns were most powerful when leveraging multiple ad products together. In fact, campaigns with 3-4 ad products saw over 2x the lift compared with campaigns that used only 1-2 ad products.

The results are clear: 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 provides enormous opportunities for advertisers to win through new viewer discovery and retention.

Interested in understanding the tune-in lift of your campaigns on Snapchat? Reach out to your Account Team to inquire about a Samba TV tune-in study.