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New Service Provides ‘Social’ Ratings System, Including Nielsen-Like Scale That Measures How Viewers Respond to Shows

Jul 7, 2011  •  Post A Comment

A new ratings system from a company headed by an MIT professor aims to provide a new metric for advertisers: how viewers respond to TV shows, reports LostRemote.com.

The ratings from Bluefin Labs provide response levels for TV shows, representing the number of commenters for any episode of a program, shown on a 10-point scale, the story notes. Response share, meanwhile, is the program’s share of social response within a daypart, which corresponds roughly to Nielsen’s traditional "share" metric, the piece explains.

The 2011 Super Bowl earned a 9.2 response, while the finale of "American Idol" earned an 8.0, the story notes.

“With these contextualized metrics in hand, media and marketing executives can interpret all responses to any particular show in aggregate," notes Deb Roy, co-founder and chief executive of Bluefin. Roy is on leave from MIT, where he is an associate professor of media arts and sciences and the director of the MIT Media Lab’s Cognitive Machines group.

Bluefin is the first company to try to set an industry standard for measuring social interaction around TV that’s similar to Nielsen’s TV rating and share system, the story says. Bluefin is selling a Web-based analytics products called Bluefin Signals, which allows programmers, marketers and ad buyers to examine details on social response to more than 3,000 shows.

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