TV analytics tool 7M Discovery uses advanced transcription technologies to identify and analyse every word spoken on TV and determine whether it is an ad or occurs as part of a broadcast programme. Sign-up to the self-service platform is free and straightforward, after which users can search the resulting database for relevant terms (such as brand, product and competitor information); these ‘TV mentions’ are presented via a dashboard and a series of easy-to-read charts.
Results are highly granular, providing details of the day, time, TV channel and TV programme where the TV mention occurred. Using data to understand how and when they are discussed on TV gives brands new fact-based knowledge to underpin marketing strategies.
Ed French, managing director at 7th Minute, said: “TV is a hugely powerful channel – but it can be impossible to know which parts are working best; our new platform opens the black box that is TV content to deliver TV mentions, which we see as the new frontier of media planning. Brand managers and their teams no longer need to make decisions based on gut instinct; 7M Discovery finds the relevant data, laying it out clearly to show what works, and what doesn’t. Taking the mystery out of TV data enables confident, informed decision-making.”
Key benefits include the ability to: ensure products are reaching the right target audience (i.e. being discussed during relevant programmes); differentiate between paid content (advertising) and earned content (mentions during broadcast programmes); support ROI measurement on TV ad spend, for example by linking sales and search data to see the specific TV content that influences consumer behaviour and drives engagement; monitor competitors’ TV advertising and TV mentions and respond effectively; understand TV content trends over time and link marketing activity to relevant themes.
Additional features currently planned as the 7M Discovery platform continues to evolve include: sentiment analysis, audience reach and demographic data, contextual information showing the content associated with the searched term to help build a ‘bigger picture’ that can inform more effective planning strategies.
The new 7M Discovery follows the beta version preview made available in March this year. A self-service tool, it offers a free option, with pricing starting at £199 per month (+ VAT) for the ability to add additional search terms and use TV data from the previous 12 months.