BOULDER, Colo. –
When MTV Networks wants to know what audiences are saying in the digital realm about “The Daily Show,” “The Real World,” or programming on Nick At Nite, it will turn to a Boulder company to find the answers.
MTV Networks, a division of Viacom, on Monday announced it selected Boulder-based Collective Intellect to provide digital communications analytics and audience insights services. The deal was made public at the Advertising Research Foundation’s annual conference that began Monday in New York.
“We’re here at ground zero in the market research community,” said Tim Lefkowicz, Collective Intellect’s president. “Everybody wants to talk to this little company from Boulder.”
Financial terms of the agreement were not disclosed, but Lefkowicz said the multi-year deal will be “very lucrative” to the 50-employee firm.
The partnership covers all of MTV Networks’ brands, which include properties such as MTV, VH1, Nickelodeon, Comedy Central, Harmonix and Spike TV.
“Our audiences inform everything we do, so it’s important that we tap into the deep, insightful and continuous online conversations they’re having around our content and the way we leverage it for marketers,” Colleen Fahey Rush, MTV Networks’ executive vice president of strategic insights and research, said in a statement.
MTV Networks officials could not be reached for further comment.
Collective Intellect’s fully automated technology that analyzes sentiments in digital media — such as blogs, message boards and Twitter — will allow it to provide audience feedback to MTV Networks in a quick time frame, Lefkowicz said.
Through its slate of analytical tools, Collective Intellect will be able to mine information and provide a different slate of information to MTV Networks, which also has about 150 internal market researchers and a number external providers of more of the traditional types of market research such as focus groups, he said.
“It’s insights for networks and shows in a manner that’s faster than what has been possible before,” he said.
Part of that comes from the technology’s history. Collective Intellect was founded in 2005 on a real-time intelligence platform designed for the financial services industry. The technology’s proprietary search engine was created to give traders and hedge fund managers tailored information in 10 to 20 seconds, Lefkowicz said.
Collective Intellect — which has worked with companies in the value brands, consumer packaged goods, automotive and technology areas — hopes to make further headway into the media and entertainment space, he said.
Contact Camera Business Writer Alicia Wallace at 303-473-1332 or firstname.lastname@example.org.