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Friday, May 10, 2013
Colligent Affinities Utilized to Identify Correlation of TV Ad Spend with Brand's Social Engagement
This morning our client and partner, TVB issued a press release
of our landmark study with them. The study measures social behaviors of fans of
TV shows and brands. It then correlates it to the show's audience size (as
measured by Nielsen) and ad spend (as measured by Kantar Media). The results
show that higher the reach higher the engagement overall. Further, TV ad spend
correlates to social engagement. As an example, if AT&T advertises on
CSI:NY, over time, fans of the show engage more with the advertiser
demonstrating the impact of advertising. The main conclusion of the study is as
we get increasingly lonelier in our physical lives, we increasingly want to
connect with other people digitally. Entertainment serves as a major theme to
have such connections and thus forms the "Cultural Currency". We are
honored that TVB chose to use our data set for this study.
