When we want to understand how a population behaves, but we can’t survey everyone in the country, we use a panel that is representative of the general population. This allows us to accurately report on viewership behavior, even when not everyone has a Samba-enabled TV.
We analyze data daily from millions of televisions and set-top boxes. This gives us the size and diversity requirements of a good panel.
Our U.S. panel, for example, is composed of millions of opted-in Samba TV households filtered, weighted and projected to annual U.S. Census data by geography, gender, ethnicity, age, and income to be representative of the whole country – including those without Samba-enabled TVs.
We similarly scale panels internationally, ensuring that each country’s panel is normalized and curated to be accurately representative of the population. Normalizing our panel data to a country’s population makes our panels representative and allows us to measure with statistical significance and accuracy while also remaining 100% privacy focused.