NEWS22 December 2011

Networked Insights and IPG partner for social TV analysis

North America Technology

US— Social media insight firm Networked Insights and marketing agency IPG Mediabrands have partnered to launch a service that identifies which TV shows a brand’s audience is watching by analysing real-time social media data.

Network Insights analyses data from social media channels Facebook, Twitter, YouTube and “millions” of blogs and forums as well as search and web clickstream data. The firm said that by examining this data it can “diagnose the exact TV shows a brand’s audience is watching” and promises clients a 10% increase in media spend efficiency from the approach.

CEO Dan Neely (pictured) said: “We see a big disconnect between the TV shows a brand advertises on and the percentage of their audiences that are truly watching those programs. We have yet to see a single brand get this right, which is why we can offer a guarantee on our results. Enabling a brand’s TV media budget to get more reach for the same dollars spent is a win all around.”

@RESEARCH LIVE

1 Comment

9 years ago

I'm confused as to what is meant by "the exact TV shows a brand's audience is watching". Unless you have a very small brand the shows they are watching are typically the ones being broadcast - I've never seen a target audience that polarises to one or two shows, but instead they are spread widely across the broadcast spectrum.

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