How to Measure Social Buzz For A TV Show

How to Measure Social Buzz For A TV Show

Where will the next great breakthrough in marketing and measurement come from? A lot of ad agencies are betting on a social media metrics company called Bluefin labs. Every where I turn, I hear this company's name mentioned and here's why – Bluefin Labs is helping marketers pinpoint the precise social buzz of a TV show and the ads within it, and that's why agencies like Starcom, MediaVest and Mediacom have signed on to use the company's metrics to inform its online and TV buys. For more details, check out this week's New Media Minute. Please enable Javascript and Flash to view this Blip.tv video.

So where will the next great breakthrough in marketing and measurement come from? A lot of ad agencies are betting on a social media metrics company called Bluefin Labs.

Marketers always want to know how to make a TV buy more effective and how to target audiences on TV. Now social buzz can serve as a proxy for that all important metric of engagement, and that's why many marketers and agencies say they're expecting big things from Bluefin Labs.

This is a startup that recently raised $12 Million in venture funding. Bluefin Labs analyzes the social media conversations happening about TV, and also about the commercials. And it does so in a way marketers can use to understand which TV shows are truly engaging their audiences–which commercials as well–and then they can buy against them.

What agencies really like is that Bluefin does this on a telecast-by-telecast basis, so marketers know now how ads and shows are actually performing at specific times, and not just an aggregate for an entire week.

Agencies like Starcom, Mediavest, and Mediacom are using Bluefin Labs, as well as networks like CBS, Fox, and Discovery.

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Posted in Social Video
About the Author -
By day, Daisy Whitney is a producer, on-air correspondent, podcaster and raconteur in the new media business. She produces conferences for iMedia and provides strategy consulting to businesses on their online video presence and the online video marketplace. As a reporter, Daisy covers new media for NBC’s KNTV, ABCNews.com, Beet.TV, MediaPost and others. She also hosts the top-ranked iTunes audio podcast “This Week in Media,” which you should totally subscribe to. View All Posts By -

What do you think? ▼
  • http://www.facebook.com/profile.php?id=744382696 Tony Alexander

    I hope Bluefin is measuring A&E's failed attempt to integrate social with Dog the Bounty Hunter – How much real value is there in the countless tweets from people desperate to have their "filtered" tweet appear during the broadcast… kind of sad, in my opinion, that A&E would not try a more meaningful approach.

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