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Branded Entertainment Monitor Launched
TNS Media Intelligence (TNSMI) has launched a new Branded Entertainment Service to monitor and report brand appearances on network and cable TV programming. The service promises a hitherto unseen level of detail, and will be available on TNSMI's Stradegy(tm) multi-media platform.
Branded entertainment and traditional TV advertising data can be viewed in one place, allowing easy side-by-side comparison of brand appearances against 18 other types of media.
The service monitors a range of formats including reality, sitcom, drama and information programming in prime time network and cable, as well as other dayparts, and gives a broad range of descriptive details on the type and prominence of each brand appearance recorded, including visual and verbal dimensions, character interaction, time duration, brand visibility and exclusivity, and level of plot integration. Audio and video clips are also available, and the service can be customized to deliver information at any given time. Program content is continually refreshed, incorporating input from advertisers and agencies.
President and CEO Steven J. Fredericks says the 'new medium' has 'now become an essential component of brand marketing campaigns' and requires better measurement. 'This web-based tool gives companies a comprehensive perspective on TV brand exposure. It allows advertisers and media companies to evaluate the value of branded entertainment placements alone, in conjunction with other paid advertising in the same program, or across multiple networks'. Senior VP of Research Jon Swallen says the new system was 'built from the ground up, in response to client needs' and says it is 'technologically superior, customizable and accurate'.
The company's tracking technologies collect occurrence and expenditure data on more than 2.1 million brands spanning 20 media. It is online at www.tns-mi.com
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