Canvs, the emotional reaction measurement company, today announced that it has integrated with Facebook and YouTube. Before, the popular service had only analyzed Twitter data.
The data, which analyses user posts for emotional reactions (“love,” “hate”), has been used by TV networks, brands, advertisers, and publishers to impact content and buying decisions, and while Twitter provided a large enough sample size, Facebook and YouTube will help complete the picture.
“TV networks, MCNs, and brands alike are using the insights to test different versions of branded content, movie trailers or show promos to see which performs best emotionally before making further investments,” Jared Feldman, CEO, Canvs, tells Found Remote. “[A]dvertisers, brands and networks are using emotional data in all sorts of ways-- sure, to make more strategic buying decisions, but also: to A/B test different content types; for creative decisions about character development and plotline development from season to season; to ensure brands’ ads strike similar emotional chords with audience; to identify characters and on-screen moments that drive the most emotion, and then repackage and market those moments across platforms; and so much more.”
An example of this is that a major TV network recently introduced two cuts of a trailer – one male-skewing and the other female-skewing - to an upcoming show on both Facebook and YouTube. They noticed that the positive emotional reaction was stronger for the male-skewing trailer on YouTube and for the female-skewing trailer on Facebook; the network devised its paid strategy accordingly.
Using emotional reaction data to determine paid effort on different platforms is certainly compelling, but can the data also be used as a predictor of a show’s success? Canvs is testing this, and has analyzed the social chatter on Twitter and YouTube around major fall TV premieres.
Fox’s “Pitch” has garnered the most positive reactions so far, with 63.1 per cent of tweets expressing love and/or excitement emotions on Twitter and 20.6 per cent of comments expressing love and/or excitement emotions on YouTube. ‘This is Us’ (NBC) and ‘Designated Survivor (ABC) round out the top three.
It will be interesting to see whether this pre-premiere excitement is an accurate predictor of whether a show will result in a second season or cancellation.
Feldman hypothesizes that it will be.
“Early indicators show that this is likely the case (Emotional Reactions (ERs) surrounding both TV show promos and film trailers are an indicator of success) which is one of the reasons why cross-platform emotional measurement is so exciting. We've done similar research that prove our linear, Twitter data from Nielsen is able to prove show renewal roughly three weeks out prior to official network announcement. We anticipate similar results for pre-premiere conversation — that is, that certain emotions expressed pre-premiere will rise to the top for certain shows but we're still testing that theory.”