Channel 4 has formed a tie-up with social TV analtyics firm SecondSync as it looks to boost its understanding of social media activity around its shows.
The broadcaster will track social media conversations around its linear TV broadcasts, with the view to exploring the correlations with its BARB audience ratings.
Channel 4’s head of advertising research & development Sue Cray said it is “vital” the broadcaster understands how to measure dual-screening, which can in turn inform its programming and advertising opportunities.
She also stressed the importance of not relying solely on one measurement to track audience engagement. “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.”
SecondSync’s platform monitors around 1,000 UK daily broadcasts and can break up social media patterns or engagement according to genres, time slots and demographics.
The news comes as Channel 4 prepares to launch a dual-screen campaign competition with Kellogg’s to promote its Krave brand (pictured).
The week-long competition will kick off on E4 on 5 November around shows including Misfits and Made in Chelsea. The first spot in the ad break between each show will pose a question to viewers relating to the content just aired. Viewers can play along by answering the questions for the chance to win exclusive prizes, which will be revealed during the ad.
Those who want to take part can enter the competition via an E4 and Kellogg’s Krave Facebook app called Chocovault, hosted on Kellogg’s Krave’s Facebook page.
There they can view the week’s prizes a week prior to the campaign’s launch. The winners will be announced on the same page.
Channel 4 will promote the Kellogg’s competition across E4’s mobile and online properties including social media channels in the run-up to the launch.
Meanwhile it will also use SeconSync to track the engagement peaks.
Kellogg’s brand manager Laura Bryant said, “Our brief to Carat was to make Krave the most ‘relevant’ breakfast cereal for over 16s. The activity with E4 is a real first for us and we’re excited to leverage the TV and social opportunity to connect with our fans in a genuinely engaging way.”
Channel 4 worked with media agency Carat to broker the deal.
