Corporate Eye

The Relationship Between Brands and TV as Told by Social Data

Bluefin Labs is a social TV analytics company that uses social data to analyze how audiences feel about brands and ads that they see on television. Recently, Bluefin Labs released data that shows some interesting relationships between brands and TV based on audience conversations, activities, and behaviors on the social web.

For example, Adweek reports that the study revealed people who talk about Walmart on the social web are likely to tweet and comment about very different television shows than people who talk about Target. There is similar disparity between Coke and Pepsi. Sports television is a top source for Coke social brand buzz, but that’s not the case for Pepsi. In fact, none of the top 10 television shows that correlate with Pepsi social conversations are sports programs. Analytics to determine brand “top 10” lists were gathered primarily from public Twitter and Facebook posts as well as from some blogs about television.

Bluefin Labs also dissects the data using consumer data. For example, the top television shows and networks that correlate with online social conversations for cat owners can be contrasted to a list for dog owners.

For brands, this data can be extremely useful in targeting television shows for ad buys that are likely to drive not only the highest return on investment in terms of sales but also in terms of social brand buzz. That brand buzz on the social web delivers two things to brands: increased brand awareness and recognition as well as a direct line to consumer thoughts, perceptions, and behaviors. It’s an amazing source for market research data. Brands that have social media and content marketing strategies in place can leverage the online conversation, join it, and reap even greater rewards.

This type of research data is expected to grow in terms of depth and availability in the near future. For example, Bluefin Labs plans to dive deeper into the content of social conversations in addition to the cause-effect relationship between television and social data.

There is no doubt that this kind of data is very valuable to brands. In a consumer environment that’s louder and more cluttered than ever, targeting ads and listening to consumer conversations is more important than ever.

What do you think of the Bluefin Labs social TV data? Leave a comment and share your thoughts.

Image: stock.xchng

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.