CBS taps Parrot Analytics for audience demand data

LA-based data firm Parrot Analytics has signed a deal with CBS Studios International to provide them with real time audience demand data and analysis.

The partnership will ‘provide CBS Studios International with timely and actionable data to gauge audience demand for specific content.’

Parrot says it has developed the world’s only cross-platform measurement and analysis system, aimed at delivering to media companies “an unprecedented spectrum of actual audience behavior including video streaming consumption, social media, blogging platforms, file-sharing and peer-to-peer consumption spanning 100+ countries.”

Parrot’s CEO Wared Seger (pictured) said that today’s fragmented media landscape presents a challenge for studios, networks and OTT platforms in under-standing the relationship between audiences and content.

“For global teams like CBS Studios International, it is even more critical that cross-platform content benchmarking is readily available for the team to drive critical distribution plans. While the world is becoming more global, local market nuances are more important than ever in the world of content; making a global measurement system all the more critical.

“From leveraging our global cross-platform measurement system to breaking new ground with our Content Genome/Exposome project, we look forward to working with CBS Studios International teams around the globe to maximise the value of their content, fuel their strategic growth plans and further stand out in a crowded marketplace.”

Barry Chamberlain, president of sales at CBS Studios International, said: “As global media consumption evolves, it’s important to use advanced analytics to better understand how audiences are reacting to our programming. We look forward to utilising Parrot’s detailed insights and analysis for our international team and clients.”