MarketCast Buys Entertainment Specialist Fizziology

In Los Angeles, entertainment research firm MarketCast has acquired social media insights and analytics firm Fizziology, which also works with clients in the media and entertainment sectors. Terms of the deal were not disclosed.

Launched in 2009 by Ben Carlson and Jen Handley, Fizziology has developed proprietary software to convert social media opinions into trackable data and insights across areas such as casting analysis, marketing performance measurement, and fan identification. A data warehouse is used to create predictive analytics and industry-benchmarks for motion picture studios, TV networks/platforms, production companies, talent and brands. The firm is headquartered in Indianapolis, with offices in West Hollywood, Nashville and Louisville, and it also has practices serving travel and tourism, fashion and retail, and sports clients.

Fizziology joins the MarketCast group alongside New York-based research and strategy agency Insight Strategy Group, which MarketCast acquired in 2015. As a part of the transaction, Fizziology is bringing its software development team - 'The Able Few' - in-house. Henry Shapiro, CEO of MarketCast, comments: 'I'm excited to welcome Jen and Ben and the entire Fizziology team to the MarketCast group of companies. They have been able to bring research discipline and technological innovation to the rapidly growing field of social (media) analytics. We believe that together, we offer an unparalleled array of insights and capabilities for our clients'.

Web sites: www.mcast.com , www.insightstrategygroup.com and www.fizziology.com .