NBCUniversal expands emotional measurement capabilities with Canvs | Infrastructure | News | Rapid TV News
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US broadcaster NBCUniversal has inked a deal with Canvs to use the company’s emotion measurement technology to bring what it claims will be a consistent and accurate read to its open-ended survey responses.

“Having just wrapped up our first pilot testing using Canvs Surveys, I can say with confidence this isn’t an iterative improvement for the research community, it’s a first-ever,” said Benoit Landry, senior director of program research at NBCUniversal. “We went from spending 16 hours trying to hand sort open-ended survey responses, down to one hour with Canvs, and that’s in addition to never-before-seen normative insights across pilots. It’s an extraordinary efficiency gain and cost savings for NBC for something we do dozens of times each year.”

Canvs Surveys  is born from Canvs.ai, the emotion measurement tool used by TV networks, digital platforms, media publishers, brands and advertisers to better detect the emotional underpinnings of audience comments online.

NBC has been using the Canvs flagship TV product for several years now, using it to map the emotional resonance of specific characters, plotlines and moments, and leveraging insights to better develop, programme and market content thereafter.

“Combining Canvs Surveys with our long-standing investment in Canvs TV, combined with Canvs’ scale across the media landscape, ensures we’re normalising our qualitative measurement benchmarking over time and across the industry,” added Landry.