Cable TV and broadband provider Liberty Global supplied US-based television analytics platform operator Samba TV with $7.5m in funding on Wednesday to close its series B round at $37.5m.
Samba received the first $30m in a June 2017 tranche featuring marketing groups MDC Partners and Interpublic, broadcaster A+E Networks and media group Time Warner, with MDC investing through its corporate venturing unit, MDC Ventures.
The first tranche was led by Union Grove Venture Partners, the venture capital investor spun out of investment adviser Morgan Creek Capital, and was also backed by TGM, Draper Associates and Ambition VC.
Originally known as Flingo, Samba offers real-time viewing data analysis for broadcasters and marketers covering broadcast and cable television, over-the-top video content and digital media across 40 countries, in greater depth than conventional viewership surveys.
The Liberty Global investment will be used to expand Samba’s platform, which will be strengthened with access to Liberty Global’s viewership data through a partnership agreement.
The company had previously raised $8m in a 2012 series A round backed by venture capital firm August Capital and angel investors including Mark Cuban and Gary Lauder.