Both established and nascent entities have recently rolled out cross-platform measurement solutions covering audience engagement of content, and although the methodologies used vary, the thrusts are aligned: proffer data on fans’ Web and/or linear interaction with particular shows to advertisers and programmers, who may then make more informed decisions in their efforts to reach those fans.

TiVo and Web-based audience insights service Quantcast partnered to analyze and evaluate the correlation between TV viewership and online activity. Using a sample of 35K HHs and melding TiVo’s Power||Watch program/commercial ratings with Quantcast’s direct Web measurement data, the pair will produce reports covering ad effectiveness, cross-platform media consumption and programming affinity. Through the partnership, “brands will have a powerful new tool to measure marketing ROI, by measuring the web activity generated by their television advertising—and vice-versa,” said TiVo Audience Research & Measurement vp/gm Todd Juenger. For example, advertisers can analyze the combined versus independent reach/frequency of TV and Internet advertising, while media companies can parse the consumption of video content, TV-only versus Web-only versus combined.   

New market entrant Wetpaint, meanwhile, bowed the Wetpaint TV Fandex, which aims to complement Nielsen’s linear data by measuring both the online footprint of popular shows with an established fan base, as well as the early online buzz being generated by emerging series. Mixing search, social media, and fansite activity, the Fandex “provides networks and producers with the first gauge of the winners and losers in creating and retaining an online audience,” said Wetpaint CEO Ben Elowitz. In a phrase: measuring online engagement of shows rather than just linear viewership. The initial Fandex results, which will be updated weekly, found HBO’s “True Blood” on top, with Showtime’s “Weeds” (#4) and “The Tudors” (#9) also hitting the top 10.   

The Daily

Subscribe

It’s Complicated: Warner Bros Discovery is Coming But Questions Remain

AT&T pinpointed a more exact closing date for the WarnerMedia-Discovery transaction, saying it looks likely to close in 2Q22.

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Jan 28
Cablefax 100 – 2022 Nominations Due: January 28, 2022
Mar 11
The FAXIES 2022 Entry Deadline: March 11
Apr 1
Cablefax Top Ops – 2022Nominations Due: April 1, 2022
Jun 3
The Diversity List – 2022Nomination Deadline: June 3
Aug 12
Most Powerful Women – 2022Nominations Due: August 12
Full Calendar

Jobs

Seeking an INDUSTRY JOB?
VIEW JOBS

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact John@cynopsis.com for more information.