Montreal’s Seevibes has created a new tool that matches brands up with the TV shows their customers are talking about on Twitter.
Launched Wednesday, the Seevibes Brand Affinity tool aims to help marketers identify TV-watching audiences to target on social media, allowing them to better optimize their TV and social media buys.
For example, the social TV firm’s most recent whitepaper, also released Wednesday, showed that LPGA Tour Golf programming is the TV content RBC’s social audience is most likely to discuss on Twitter. In the whitepaper, the LPGA scored a 2,507 affinity rating, compared to programs RBC’s social audience were discussing less, such as Recipes to Riches (651), Degrassi (65) and Dr. House (29).
The affinity score is calculated by comparing the social audience for a brand and a TV show – if many consumers have posted about both a brand and a show, the score is high. Seevibes is hoping marketers will see the score as a valuable way to identify consumers to target.
Marketers and their agencies could use the scoring tool to guide their broadcast media buy, purchasing ads during shows their social audiences watches. They could also work with Twitter, Facebook or other social networks to target consumers who post about shows that have a high affinity score for their brand.
Seevibe’s white paper also included analysis by category, assigning affinity numbers to particular shows. Slice’s The Mom Show, for example, had the highest rating in the food category, scoring 541. That was followed by Entertainment Tonight on Global (455) and Redemption on HBO Canada (452).
That category analysis challenges assumptions marketers may have about what their audience watches. For example, a restaurant or packaged goods brand may assume their customers are avid foodies who like to discuss food shows online. But when Seevibes crunched the numbers, just one food-related show, the Food Network’s Chopped, made it onto its list of the top five shows for the food category.
Other categories were more predictable. In the automotive cateogry, IndyCar Racing and Formula One Racing took the top two spots, scoring 1,413 and 1,084 respectively.
