Social Samosa Tool Feature – Buzz Index

About the tool!

‘Buzz index’ is a revolutionary buzz measuring tool for helping advertisers to make informed decisions for cinema advertising. With the launch of Buzz Index, Interactive Television is challenging this very status quo and are aiming to measure and thus hit the bullseye when it comes to identifying film stars and films apart from the obvious ones, that are successfully capturing the imagination of its’ audiences and are generating a healthy pre-release buzz.

Methodology

After combining information from all the data points mentioned above, Buzz Index arrives at a benchmark score once the model for the index is run through Interactive’s Movie Buzz Database (2015 and updated yearly). All new releases will automatically be compared to the indexed number of 100 which is the average score or the Gold Standard for all films, primarily films that have done more than 100 Crores at the box office.

A film’s Buzz Index will be calculated regularly – (Week 1) 31 days before the film release, (Week-2) 24 days before the film release, (Week-3) 17 days before the Movie release and (Week-4) 10 days prior to the release.

Who founded the product/company?

Buzz Index is a propriety tool of Interactive Television Pvt.Ltd. Ajay Mehta is a CEO, Interactive Television.

Interactive Television wants to change the way cinema advertising is bought and sold in the country. Currently, cinema advertising peaks around 10-12 blockbuster movies and in the absence of any measure of a film’s buzz, advertisers miss out on movies which are being talked about by their consumers.

Buzz Index aims to change that so that even a small movie which is creating buzz and has a possibility of the opening well should come up on the radar of the advertiser. With the launch of the Buzz Index, Interactive Television wants to make cinema advertising data driven rather than based on subjectivities. Agency aims to broad base the number of movies which can attract advertisers.

The two biggest impediments to the growth of cinema advertising are monitoring and measurement. Buzz Index is Interactive Television’s second initiative in this direction after CAM and they will be launching a lot more such initiatives in the near future to ensure that cinema advertising is transparent and accountable by being data driven and tech-enabled

What platforms does it cover?

Buzz Index identifies, captures and quantifies the Buzz around a particular film across all social media platforms such as Twitter, Facebook, blogs, boards, forums, news websites, aggregator, YouTube etc. which are true enablers for an unbiased evaluation of Bollywood and arrives at a unique buzz score. The Buzz Index of a specific film is based on four identifiers – Positive Conversation Index, Star Cast Buzz, Positive Views, and Unique Authors.

Features of the tool?

Helps convince advertisers to advertise on movies that are otherwise overlooked

With GroupM having ‘data’ at the center of all strategies, this is a structured move in the space of cinema advertising
A disruptive tool that combines all the touchpoints shaping a film’s ‘buzz’ to arrive at a measurable score in comparison to its competitor film projects and eliminates subjectivity

What analytics support does the tool provide?

The tool showcases weekly buzz (5 weeks prior to release) the upcoming movie is garnering via all social media platforms which can be used in planning.
The tool can showcase geography based heat maps for the upcoming movie buzz (in development phase)

Does it give the option to download reports?

No, the reports are shared with the clients directly by the business teams in the form of a pdf as there are calculations

What kind of sentiment analysis does it do and how accurate is it?

This is based on the positive, negative and neutral views on the topic. The deviation is +/-15%.

What’s the algorithm for sentiment analysis?

It uses natural language processing. The algorithm is proprietary to the service provider.

What are the brands/agencies that are using this tool?

This tool has launched recently and gradually all GroupM clients will start getting on board to use this.

Pricing & Packages

The pricing will depend on data detailing.

Road Map

What are future plans for the product?

The tool can showcase geography based heat maps for the upcoming movie buzz (in development phase)

Qualitative inputs

Coverage will be extended to Hollywood & South movies also.

The Team

Ajay Mehta- CEO, Interactive Television Pvt.Ltd

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