Mediaset, Sociograph move into big data TV audience measurement | Ad Tech | News | Rapid TV News
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Mediaset España and marketing science firm Sociograph have signed an agreement with Madrid and Valladolid’s universities to boost research into big data measurement of TV audiences and emotions.

mediaset sociograph 28 june 2017Under the terms of the agreement, Mediaset España will sponsor a research and innovation unit focused on digital marketing, audiences and measurement of viewers’ emotions.

The deal aims also to develop a platform for teachers, students and professional profiles from within the audiovisual and advertising industries to share and develop research projects.

Through this agreement, Mediaset strengthens its alliance with Sociograph, with which it has partnered since 2014. Through more than 25 pieces of research, Sociograph big data analysis methods have been applied to various Mediaset shows and formats, including prime time fictions and reality shows.