Media analysis firm MIDiA launch new marketer insight tool for TV

Josh Hall's picture
by Josh Hall

London-based media insight company MIDiA Research have announced the launch of a new analytics tool for TV.

The MIDiA Index will offer users data on the value and performance of individual shows, and could help media brands and marketers identify potential new opportunities.

The Index tracks a number of indicators including viewership, brand awareness, demographics, audience demand, and 'fandom'. As well as offering point-by-point analysis, the tool also combines all of these indicators to determine a proprietary performance score for specific shows.

MIDiA say their own data "reveals the depth of audience fragmentation and engagement in the digital landscape," particularly as on-demand services assert their dominance over traditional linear content delivery. The company claims this data helps them produce deeper and more accurate insight into media performance than that offered by traditional ratings systems.

Commenting on the launch, the company's product development lead and senior analyst Karol Severin said: "“Index is revolutionary in providing a holistic understanding of TV show fanbases, giving users the opportunity to view and learn from all the important metrics and components of the Index Score in a user-friendly dashboard.

“The Index Score is the ultimate TV show value marker for the attention economy. Users can avoid data gathering from multiple sources and navigating conflicting methodologies because we have done all the work and put the results at their fingertips in Index.”

The MIDiA Index opens in beta on 17th June.

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