Case Study: Major Broadcast Television Network boosts tune-in insights with 4C Insights

Major Broadcast Television Network - Customer Case Study

A major broadcast television network wanted to understand how TV promos and social engagement each affected tune-in, and whether using both together added value. It turned to 4C Insights and its Affinity Graph to analyze the relationship between television promotion and social activity.

4C Insights ran correlation and multiple regression analyses across 22 television programs from October 1, 2016 to October 31, 2016, using TV promo occurrence data, Nielsen National TV Ratings, and public social engagement from Facebook and Twitter. The research found a significant positive relationship between total social engagement and program tune-in for all genres other than news, and for new shows, higher promo impressions led to more social engagement, which in turn increased television tune-in.