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In an effort to help brands measure the impact of second-screen ad campaigns, Shazam is introducing a new metric tracking users' engagement with TV spots using the media "tagging" app.
It's officially called the "Shazam Engagement Rate" and, according to the company, it "is defined as Shazam tag volume for each spot that airs, divided by the GRP's for each of those airings." In other words, the engagement metric will tell brands not just how many times their commercial was "tagged" but also how large the audience was at the time.
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