BuzzMetrics to Gauge Web TV Chatter

NEW YORK BuzzMetrics said it would begin offering a service to measure the buzz created online by television programs.

The TV BuzzMetrics ratings are meant to help advertisers determine which programs most engage viewers, the company said. BuzzMetrics compiles its research by trolling blogs, message boards and other consumer-generated media.

In preliminary results of new programs, BuzzMetrics found the most chatter about My Name is Earl, Martha Stewart’s Apprentice and Surface.

BuzzMetrics, which is owned by Adweek parent VNU, said the research would provide a qualitative complement to quantitative ratings, as a way for advertisers to evaluate new programming.

Initiative Media is the service’s first client, and plans to use it as a base for its Prophesee research product.