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As the Upfronts and midterm elections heat up advertising spend, key insights on trends and movements in audience viewership consumption, including how to reach liberal and conservative audiences as well as millennials, Gen Z, and Hispanic households provide timely strategies for advertisers. Samba TV’s quarterly State of Viewership Report provides a comprehensive overview of television, movie, Connected TV (CTV), and advertising viewership. “The reality that 94% of linear ad impressions in Q1 only reached just over 50% of audiences demonstrates the dramatic need for a flexible approach to ad spend and the imperative of leveraging guaranteed incremental reach opportunities to effectively maximize ROI.” “With $68 billion poured into linear advertising every year, the substantial waste taking place in this sector should be a wake-up call to advertisers,” said Samba TV CEO and co-founder Ashwin Navin. Samba TV, the leading provider of omniscreen data and analytics, today announced the release of its State of Viewership Report for Q1 2022, showing a complex viewership landscape marked by a saturated linear TV ad market, increased cord-shaving, and a high likelihood for streaming subscriber churn.