BrandIntel Launches TV Engagement Tool

Canadian online intelligence firm BrandIntel has launched the Advance Television Landscape report, analysing online consumer discussion of network TV programming.

The tool has been designed to help advertisers and media buyers optimise placement of network TV ads by measuring 'engagement' – the audience's commitment and connection to a television programme. The analysis identifies whether viewers are actively participating in discussion around a show, opinions about a show and the reasons for their opinions.

The firm says that its new approach complements TV ratings by providing viewer engagement metrics for each primetime network show. Used alongside traditional ratings, the metrics provide advertisers with insight into a programme's audience to ensure that their ads reach the intended target market.

Explaining how the system could be used, John Cummings, VP of BrandIntel, Media said that where two shows with similar ratings are targeted at the same demographic, it can be difficult to know which show is the better advertising placement. He explained: 'BrandIntel Advance will provide data around an audience's engagement level so media buyers can see which show consumers are more connected to, helping them to make better advertising decisions.'

Driven by patent-pending Internet technology, BrandIntel detects, analyses and generates intelligence on tens of thousands of relevant comments around the media and television industries on a daily basis. The monthly report is available via a monthly subscription.

The company is headquartered in Toronto, with offices in the United States and is online at www.brandintel.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.