'Cord-Shaving' Households Pose Challenge For TV Advertisers

Samba TV's "The State of Viewership" finds that consumers who've trimmed their cable-TV packages (aka cord-shavers), and signed up for ad-free streaming made up 29% of U.S. households in the first quarter (an increase of 20% from last year).

Samba TV's analysis of billions of hours of linear TV and streaming video highlights the difficulties in driving incremental reach beyond traditional linear campaigns. Currently, 94% of all linear TV ads reach the same 55% of audiences, the bottom 45% of TV viewers see about 11 linear ads a day (6% of the total number of impressions), and only 1 in 4 millennial households watched less than one hour of traditional TV a week.