New Nielsen partnership allows networks to better analyze fans' tweets
by Kambra Clifford
Posted Thursday, December 11, 2014 5:10:57 PM
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Canvs, a social TV sentiment platform, has partnered with Nielsen to (smartly) analyze fans' social media posts about soaps and beyond.

Soap opera fans are some of the most vocal television viewers there are, flooding social media platforms with posts that both praise and brutally tear apart the four remaining shows on air. And now, with a new partnership between Canvs (a social TV sentiment platform) and Nielsen (the most recognized ratings system), those passionate messages could be heard by network executives who are in positions to respond and make appropriate changes to the shows and storylines being talked about most.

Though Canvs has been providing sentiment analysis of tweets around TV shows for a few months now, the company (which is powered by Mashwork) announced today that it has partnered with Nielsen and its Twitter TV Ratings to become the first completely syndicated qualitative social TV platform, giving network executives (and marketers) better tools to extract meaning from viewer tweets.

So how does that relate to soap operas? Well, as Mashwork Founder and CEO Jared Feldman says, networks will now have the ability to clearly decipher meaning from Twitter posts and have a better understanding of what audiences want. For example, automated tools are unable to examine complex emotions like: "I hate how much I love Days of our Lives' Eve." But Canvs will be able to discern that the post is actually a positive message regarding the soap and the character.

"Further, what if hate is a goal?" Feldman points out. "While a Tweet about despising Joffrey from 'Game of Thrones' means the production team at HBO did its job, a traditional tool would simply label that tweet 'negative.' Canvs not only tells you what was 'good' and 'bad' about a show, but it also tells you which characters were attractive or annoying and which plot lines made people say 'WTF' or 'SMH.' These nuanced insights give marketers [and networks] the ammunition they need to react to how their audiences really feel."

An added bonus is that Canvs gives immediate results to networks and marketers, meaning that today's tweets about The Young and the Restless' Adam (Justin Hartley) and Chelsea (Melissa Egan) could be evaluated by execs almost instantly. "We've had clients use Canvs to identify the best clips to use in promos on-air and online based on how audiences react to certain plots or characters," Feldman explains. "Canvs can also help reality TV producers determine which characters or contestants to feature in future episodes. We think of Canvs as a real time opinion poll -- it's like having a focus group of your most passionate fans volunteering their feelings about TV content."

So what do you think about this new way for networks to garner fans' thoughts about the shows? Will it influence the frequency and content of your social media posts? You can share your thoughts below in the Comments section or via Feedback by clicking here.