Social media research company Fizziology
is introducing SocialDensity, new analytics for buyers and sellers of
television advertising to quantify the social impact of a show. A leader
in theatrical film tracking of social media conversation since late
2009, Fizziology is now providing analysis and insights to television
studios, networks, media agencies and brands.
Announced during television upfronts week, SocialDensity is designed to
measure the social impact of programs and quantify the value of that
impact. Because ratings are only one of the dimensions of value for
advertisers and networks to consider, SocialDensity measures the
influence, sharing and anticipation that can’t be assessed by ratings
alone. Just as ratings services provide a numerical representation of
viewership, SocialDensity provides ratings on a show’s volume and
sentiment. This score can be used as a point of comparison with
traditional ratings or combined to create a more holistic view of a
program’s value.
“As media buyers and sellers gather this week at the television
upfronts, they will use a combination of projected ratings, guaranteed
ratings and gut feel to commit hundreds of millions of dollars,” said
Jen Handley, COO and co-creator of Fizziology. “In this day and age when
anything and everything can be measured, we believe SocialDensity will
provide immediate analytical value.”
Ben Carlson, Fizziology’s president and co-creator, adds, “Not all
ratings points are created equal. That’s why there is a premium
cost-per-point on ‘hot’ shows. SocialDensity’s scores can be layered on
top of traditional ratings to provide a new, smarter way to buy and sell
television ads.”
Take for example two of the hottest sitcoms from last year’s upfronts,
Fox’s “New Girl” and CBS’s “Two Broke Girls.” Both were hits this
year, but one had an impact with audiences beyond just ratings -- and
advertisers in that show had a halo effect. Fizziology is sharing this
case study with interested brands, agencies and networks for a limited
time.
Building on its proven track record of analyzing social media sentiment
to provide advertising advice, casting guidance and even box office
predictions to the movie industry, Fizziology is expanding on this
experience to provide research and consulting to the television
industry. Unlike thin social listening dashboards, Fizziology uses real
people in the analytics process to ensure an extremely high level of
accuracy in the analysis and to unearth deeper insights. Fizziology’s
highly trained team of analysts can detect sarcasm, misspellings and
slang better than a software program, which means social media
conservations are properly graded for sentiment – not to mention trends
and conversation drivers that would otherwise be missed by an automated
keyword search are spotted.
For more information, visit http://Fizziolo.gy/.
ABOUT FIZZIOLOGY
Fizziology (http://www.Fizziolo.gy)
provides social media research and analysis for the media, entertainment
and sports industries. Using a proprietary system, Fizziology monitors
social media buzz from Facebook, Twitter and blogs on everything from
movies to actors to sporting events. Real people - not automated keyword
searches - read a statistically relevant sample of the social media
chatter to grade sentiment, spot trends, and identify what is driving
the conversation. It provides real-time information from the world's
largest, fastest, most honest focus group – social media. Fizziology was
a 2010 Webby Nominee for best Guides/Ratings/Reviews website.
