Colligent Affinities Utilized to Identify Correlation of TV Ad Spend with Brand’s Social Engagement

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.

Leave a Comment





Related Posts

Case Study:
TV & Entertainment

Driving A W K W A F I N A to #1 Using TrueAffinity Data Graph, Comedy Central was able to construct a comprehensive media plan based on the behavioral data of close fans and viewers. By reviewing and discovering...

Case Study:
Neutronian

Performance Case Study Problem Statement In the evolving landscape where third-party cookie based campaign targeting wanes, cookieless targeting options are being sought out by brands and agencies but not all solutions are equal when it comes to their effectiveness. The...

Case Study:
QSR

Finding and Driving New Users for Dunkin' With the holiday season in full swing, a top gaming console wanted to do everything it could to steal market share from it's main competitor-Playstation. Affinity Answers created a segment to target people...