Channel 4 signs up social TV analytics firm

Editor | 26-10-2012

Aiming to tap into what it calls a fast growing trend of TV audiences commenting on what they're watching on TV via social media, Channel 4 today has engaged the services of social TV analytics company, SecondSync.

SecondSyncs’s technology sees use in tracking and analysing social media conversations around TV broadcasts to provide audience insight that can be used along alongside more traditional audience metrics.
The UK’s fourth largest broadcaster has enjoyed considerable success with its digital portfolio over the last twelve months and says that it is exploring the correlations of social media conversations and patterns alongside BARB overnight figures in order to offer enriched insights to business, something which is a necessity given its viewership.
"Channel 4's audience is ahead of the curve when it comes to 'dual screening' and it is vital that we understand the implications this has both for our own programming and the advertising environment we offer,” asserted Sue Gray, Head of Advertising Research & Development at Channel 4. “The real time nature of Social TV response is fascinating but it is not a simple surrogate for audience engagement and varies hugely by genre. Channel 4 is exploring a range of ways to incorporate SecondSync data into different aspects of our business including Content, Marketing, Insights and Advertising Sales."
Added Andy Littledale, Director of SecondSync: "Channel 4 is the first UK broadcaster to sign up to our dashboard and we are delighted to be working with them. The social data around their Paralympics broadcasts is fascinating and we are already helping their team unlock insights that can benefit their business."