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Bringing digital-level precision to international linear buys
Today’s advertisers are operating in an ever evolving cross-platform media landscape where channels such as linear TV and digital have come to demand equal amounts of consideration. From a measurement perspective, linear TV has historically lacked the precision and validation that is possible for digital media campaigns, especially in global markets.
To help bridge that gap and provide marketers with the same in-flight, trustworthy insights to be expected from digital campaigns, Cint has expanded its ongoing strategic partnership with Samba, a global leader in media intelligence.
By extending Lucid Measurement’s linear TV capabilities into major international markets, advertisers can now measure non-US linear TV campaigns in the same real-time environment as digital and with comparable levels of granularity, such as performance at the network, ad length, and daypart levels.
By connecting Samba’s deterministic TV exposure data with survey respondents in Cint’s global research marketplace, Lucid Measurement enables advertisers to understand how linear TV exposure is impacting key brand metrics while campaigns are still in flight.
To discover more about what the partnership means for advertisers, brands, and marketers, we spoke with Kathryn Failon, VP of Measurement at Cint.
Breaking down measurement silos to prove cross-channel ROI
Anyone working at a media agency or in a brand marketing role knows that the pressure to prove the return on investment (ROI) of cross-channel media buys is constant.
However, when executing campaigns across international markets, linear TV has historically remained a disconnected channel. While digital platforms offer immediate feedback loops, linear TV buyers across regions like Europe, North America, and APAC have traditionally relied on fragmented datasets:
Exposure metrics confirmed that an ad ran on a screen, but provided no insight into viewer perception.
Attitudinal metrics were collected separately weeks later, frequently detached from confirmed exposure data.
When exposure data and consumer sentiment live in silos, media teams are left guessing about true campaign efficacy. To close the loop for upper-funnel investments, measurement must integrate confirmed physical ad exposure with verified human sentiment in real time.
Cint’s expanded partnership with Samba helps advertisers measure brand lift across linear TV, streaming, and digital channels through a single measurement platform, making it easier to compare performance across advertising channels and make more informed decisions throughout the campaign lifecycle.
“Advertisers everywhere need trusted, timely data to understand how their investments are shaping consumer perceptions,” says Failon. “By expanding our partnership with Samba, we are helping global advertisers better understand the impact of cross-platform campaigns that include linear TV, streaming, and digital. With Lucid Measurement, brands can see what is driving lift while campaigns are still live and use those insights to make smarter optimization decisions.”
“By expanding our partnership with Samba, we are helping global advertisers better understand the impact of cross-platform campaigns that include linear TV, streaming, and digital.”
Kathryn Failon
VP of Measurement, Cint
Expanding in-flight measurement to eight key international markets
To solve this cross-platform challenge, Cint has expanded its strategic partnership with Samba TV to extend Lucid Measurement’s linear TV capabilities across eight key international markets: Australia, Canada, France, Germany, Italy, Spain, the UK, and the US.
As the foundation for continuous measurement, Cint combines Samba TV’s deterministic TV exposure data with real respondents across Cint’s global research marketplace. This integration empowers brand marketers and media agencies to measure linear TV buys with the same level of sophistication in which campaigns are planned, targeted, and activated.
Failon adds, “Cint is a global company with measurement reach in 35 markets. “Expanding access to cross-platform measurement is just the first of many steps we are taking to provide advertisers with measurement that covers the full scope of their media buys, regardless of where in the world they are running.”
Mapping exposure directly to consumer attitude
The expanded integration creates a continuous feedback loop by mapping deterministic exposure directly to consumer sentiment:
- Deterministic exposure capture: Samba TV’s AI-powered technology identifies when household screens are exposed to linear ad campaigns.
- Real-human matching: Cint matches these screen exposure signals to verified, consenting panel respondents within our global research ecosystem.
- In-flight brand lift: Exposed and control groups complete surveys to measure continuous shifts in core metrics, including awareness, consideration, and purchase intent.
“The goal is to provide advertisers with a single, comparable source of truth for their cross-platform media buys,” says Failon. “By mapping Samba’s TV exposure data to our respondent universe, we can capture insights on the impact of linear TV right alongside digital media, allowing you to compare audiences, creatives, or exposure frequency across both platforms and make informed decisions about what is best for your campaign.”
Start replacing post-campaign autopsies with real-time intelligence
With Lucid Measurement, advertisers can run in-flight brand lift studies across 35 international markets in 20 languages, with initial study results available in an average of just three days.
Clear, intuitive reporting dashboards eliminate guesswork, allowing media planners and agency leads to catch performance trends early and optimize creative, cadence, or target allocations while campaigns are still in flight.
Want to know more about how our linear measurement expansion could benefit your campaigns? Get in touch with us today.
