Snap has selected Samba TV to measure outcomes for linear TV, streaming network and entertainment advertisers on the social platforms, the companies announced today.

Under the arrangement, entertainment marketers promoting new shows and movies can use Samba TV to track viewership conversions linked to Snapchat ad campaigns in the U.S. Samba measures viewership across streaming networks and social walled gardens, including 200 networks in the U.S., more than 100 localities and more than 400 digital publishers.

The move follows a series of 30 studies last year that Samba TV conducted with TikTok that found 97% of entertainment ad campaigns there drove incremental viewers to big-screen content, generating a lift of 159% on average.

Samba measures viewership across an opt-in panel encompassing more than 3 million households from a device set of more than 50 million. Their viewing will be matched anonymously to their ad exposure on Snapchat to track the impact of ads.

“It’s crucial we have accurate and holistic measurement of the impact of advertising on tune-ins for our brands,” said Christopher Plambeck, head of marketing science at Snap, in a statement. “By leveraging Samba TV’s television and streaming measurement capabilities, our advertisers can better optimize their tune-in campaigns.”