Marketers Look to Online Buzz Before Betting on TV Hits

Social media is playing a big part in how ad dollars are spent

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As marketers bet their ad dollars on which new shows will turn out to be big hits, they're turning away from traditional ratings methods and looking toward the impact of online buzz.

According to The Wall Street Journal, ad agencies' research teams have created elaborate models to monitor conversations across online social networks and video sites to estimate which shows will end up hits, as well as to track how ad time during a particular show affects sales or brand perception.



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