Ratings, in the traditional sense, are starting to get a little old. It’s great to know how many people are tweeting or seeing mentions across the web, but this fall, it looks like it’s going to be all about why they’re talking about something as opposed to the simple fact that they are.
Canvs is a platform that tracks context like this. They provide Lost Remote with a weekly infographic of emotional reactions to popular broadcasts and last week, they teamed up with Twitter to provide more insight to a Nielsen Social study.
They’ve recently added a new video player to their product, so networks and marketing execs can pinpoint the moment viewer’s are going crazy about, hating on, or just saying that they can’t wait until the next show (like all those tweets during Grey’s Anatomy talking about Scandal coming on) They also make it easy to click through an airing, minute by minute, and compare it to past episodes, past seasons, or competitor shows on other networks. Chief strategy officer Stuart Schwartzapfel says that:
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From early on, it was apparent that our emotional reaction data and the dashboard where users access it, can only be as insightful as the context we surrounded it with. Put another way, telling Fox that 68 percent of Season 1 Empirereactions expressed “Love” is interesting. Telling Fox that “Love” reactions for Season 1 of Empire out performed the network average by 1,949 percent is compelling. Telling Fox that Season 1 of Empire outperformed average primetime reaction volume by more than 2,000 percent is downright salable to advertisers.
Canvs uses tweet data from Nielsen Social, an IQmedia powered video player that syncs up to the time frame you want to examine, and an electronic programming guide data via Gracenote.
Here, for example, is a high point of this week’s VMAs.
First, one of the views of the overall broadcast:
Here’s right around when Kanye takes the stage, zoomed into the minute:
And here are some of the actual “crazy” tweets.
Here’s some Miley “Love” and “Hate” for the same 9:40 p..m. ET minute:
If you want to nerd out, you can see what tags or authors were influencing the threads. Here’s some Miley haters around 9:40 p.m. ET.
It’s a lot of information. The ability to see what’s happening in real time and how it compares with what’s on the screen, what’s on other channels, and what people are paying attention to is powerful. Things can only get more interesting from here.