Does online buzz equate to better ratings for a TV show? Not always. But it can lead to more engagement and now advertisers can measure that engagement thanks to a tool from social media monitoring company Networked Insights who found that media agencies are improving efficiency in their TV buys by 5% to 12% when they consider the social media ripple effect surrounding a TV show.
The company's Social Sense TV tool measures online engagement for TV shows across social media and then helps media agencies understand how to value the on-air spots in those shows using that data.This type of measurement will likely herald new ways of buying ads in TV shows by leveraging online buzz.
In related news, this week's New Media Minute includes updates on other social-meets-TV efforts from Oxygen network and new tech company Philo.