Networked Insights, one of the leading social TV data companies, and IPG Media brands have announced that they will “provide a solution that will help brands get the most value from their TV advertising dollars based on a TV show’s social profile at this year’s upfronts.”
Networked Insights says its clients have seen at least a “10 percent increase in media spend efficiency from this approach.” Social already played a huge role at this year’s upfronts in May, and while 2011 hasn’t even ended yet it, seems it’s going to play an even larger role in where advertisers spend in May 2012.
“IPG Mediabrands clients will be using this data to make better more informed TV media buying decisions at the 2012 upfronts,” explains Paul Dunay, Networked Insights CMO. “They will be using our technology to match the brands social profile with network that is best for them…. Based on our work this year we have profiled all the current and new shows to see what kind of audience is really engaged with the show – then all we have to do is match that with the brands profile to pre-inform their TV media plans.”
Networked Insights also came out with some interesting data this week on predicting box office success. The analysis shows that Mission Impossible 4 and The Girl With A Dragon Tattoo had the most conversations.
“In general these additional layers of context are what make social data a great predictor of blockbuster films, because through the measurement and contextualization of social conversations we are able to understand which films are driving the most interest, and what the intent is behind wanting to see these films,” explains Sean Reckwerdt, the company’s lead analyst “This data also exists before a film has premiered and allows brands, marketers, and content producers to use this pre-inform data to better direct their marketing, mitigate risk, and make more informed data-driven decisions.”
