Social media monitoring company Networked Insights has found that media agencies are improving efficiency in their TV buys by 5% to 12% when they consider the social media ripple effect surrounding a TV show.
The company's Social Sense TV tool measures online engagement for TV shows across social media and then helps media agencies understand how to value the on-air spots in those shows using that data. This type of measurement will likely herald new ways of buying ads in TV shows by leveraging online buzz.
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