Seevibes, a leading social TV analytics company in Canada, recently released a white paper showing the connection between consumers, advertisers, and brands.
The study measured 1,200 TV shows and 600 brands in Canada. In the first quarter of 2014, two out of three Twitter users participated in the social conversation around TV shows in Canada, and the study found that 53% of these profiles showed an interest in a brand or a product category on Twitter.
Seevibes classified users based on an affinity rate, which is defined as the percentage of the social audience that is common between a TV program and a brand or product category. It then assigned an affinity index, which is comprised of the affinity rate of the studied audience in relation to the average rate of affinity for the market during a given period. For example, here is a case study for RBC:
This shows that the social audience of the brand RBC is more likely to interact with LPGA Tour Golf (Index 2,507) than with TV show Dr. House (Index 29) or Degrassi (Index 25).
With its brand affinity index, Seevibes thinks that bands, agencies, and advertisers will be able to better identify engaged audiences, optimize TV advertising and social media investments, and understand the interests and expectations of consumers.