SMG taps Bluefin to pinpoint most talked-about TV

In particular, SMG is looking to understand the cause-and-effect relationship between paid media and earned media, says global research director Kate Sirkin (pictured).

SMG is using Bluefin’s Signals platform, which analyses social media responses to almost 350,000 individual telecasts to find placements where brand receptivity and engagement is highest.

By booking ads in these slots, the aim is to generate high rates of earned media – that is, online conversations.