Channel 4 today announced it has engaged the services of Bristol and London-based Social TV analytics company, SecondSync, to enrich insights into the fast growing trend of TV audiences commenting on what they're watching on TV, using social media channels.
SecondSync continuously track and analyse social media conversations around TV broadcasts to provide audience insight that can be used along alongside more traditional audience metrics. As a first step, Channel 4 is exploring the correlations of social media conversations and patterns alongside BARB overnight figures in order to offer enriched insights to their business.
Sue Gray, Head of Advertising Research & Development at Channel 4 said: "Channel 4's audience is ahead of the curve when it comes to 'dual screening' and it is vital that we understand the implications this has both for our own programming and the advertising environment we offer.
The 'real time' nature of Social TV response is fascinating but it is not a simple surrogate for audience engagement and varies hugely by genre. Channel 4 is exploring a range of ways to incorporate SecondSync data into different aspects of our business including Content, Marketing, Insights and Advertising Sales."
Andy Littledale, Director of SecondSync said: "Channel 4 is the first UK broadcaster to sign up to our dashboard and we are delighted to be working with them. The social data around their Paralympics broadcasts is fascinating and we are already helping their team unlock insights that can benefit their business."