New York—TNS Media Intelligence announced the launch of a Branded Entertainment service to monitor brand experiences, including product placements, on broadcast and cable TV.
The service, which is available as part of TNS’ Stradegy multimedia reporting service, tracks brand marketing campaigns on TV against 18 other types of media.
Branded Entertainment gives advertisers an opportunity to evaluate the branded entertainment placements alone, in conjunction with other paid advertising in the same program or across multiple media.
The service tracks metrics such as the type and prominence of each brand appearance recorded, visual and verbal dimensions, character interaction, time duration, brand visibility and exclusivity, and level of plot integration with the brand.
"The media marketplace requires a better way to measure and evaluate this new medium, which has now become an essential component of brand marketing campaigns," said Steven Fredericks, president-CEO of TNS Media Intelligence.