Brands use Shazam for TV to “continue and complement” their 30-second spots in several minutes of engagement on smartphones, iPads and tablets. At Cannes Lions 6/21, the company launched the “Shazam Engagement Rate,” a new Shazam for TV ad metric that enables brands to more accurately gauge the effectiveness of TV campaigns. Shazam combines third-party industry data on the number of people viewing a particular ad with the number of people who engaged with that same ad via Shazam. Combining the two data points reveals which ads are resonating more or less with viewers – with insights available by show, type of show, channel, day of week, day-part mix and other key TV planning criteria.
The Shazam Engagement Rate is defined as Shazam tag volume for each spot that airs divided by the GRP for each of those airings. Shazam licenses this GRP viewership information from Nielsen, the global provider of information and insights into what consumers watch and buy, specifically for Shazam for TV performance reporting and generating insights. Shazam takes Nielsen viewership data and uses it to provide perspective and context to Shazam’s consumer engagement data.
In a speech given at Cannes Lions, Shazam CEO Rich Riley unveiled the new metric and service: “Shazam is already enhancing how millions of consumers around the world engage with TV advertising. Now, we are able to help brand marketers measure the impact of their ad campaigns using powerful data-driven insights never before available, making it possible for companies to optimize their ad spend. At the core of this innovative service, Shazam is unveiling a new television advertising engagement metric, the Shazam Engagement Rate, showing brands when and where their ad is – or is not – resonating with their target audience, providing an invaluable and exclusive service to our clients.”
Shazam for TV advertising enables 95 million Shazam users in the US and over 325 million users globally to tap one button in the Shazam App, and in a few seconds, arrive at a mobile-optimized experience built specifically for the brand campaign. Over 250 TV ad campaigns from over 150 brands – such as Pepsi, Toyota, Barclays, and Sony Pictures – have leveraged Shazam for TV to instantly provide more info, special offers, and the ability to shop directly from the couch.
In addition to making TV advertising interactive, millions of people each month use Shazam as a TV companion app to get more information on TV shows and live events on 160 channels in the US.