Fox will use the findings to tailor marketing campaigns for its shows. The TrueAnthem technology will measure audience awareness, engagement, viral distribution and influencer metrics across Facebook, Twitter, Google+ and LinkedIn.

Melva Benoit, SVP of audience intelligence and research strategy, at Fox said: “Social TV is a key priority for Fox, and in order to drive social conversation with our viewers, it’s critical that we understand the way they interact with our content.”