Word of Mouth about New Fall TV Shows to Be Measured by Keller Fay Group

NEW YORK, July 29, 2013 /PRNewswire/ -- The Keller Fay Group, the leaders in word of mouth research, announced today the launch of a new syndicated research study to measure word of mouth about new TV shows that the broadcast networks will launch in September.  The study is uniquely comprehensive in that it covers all forms of word of mouth, including the 90% of conversations about TV shows that take place offline.  

The "Fall TV Show TalkTrack® 2013" will be based on research among a representative sample of 1,500 consumers per week for a four-week period.  Respondents will use a diary to keep track of the TV shows that they talk about, whether face-to-face, over the phone, via social media, texting, or email, as well as the sentiment of those conversations.  The study will focus in particular on newly launched shows, thereby providing broadcasters and agencies with a weekly read of the so-called water cooler conversations about these new shows.  

The new study's methodology is patterned after Keller Fay's award winning TalkTrack® method which provides advertisers, agencies and media with ongoing insights into America's word of mouth conversations.  It is similar to special studies that have been conducted by Keller Fay to look at word of mouth during the Super Bowl, the Olympics, the Academy Awards, and other special events.

"Previous research by Keller Fay has shown that the conversations about TV shows that take place offline can be quite different from those that occur online via social media," said Ed Keller, CEO of Keller Fay.  "It is the goal of this study to make sure that the broadcast networks and other interested parties such as media agencies have an accurate, comprehensive and timely measure of all the conversations about these new shows as the new TV season unfolds, including the offline conversations that take place among families, friends, or colleagues at work." 

Keller Fay also announced that CBS is the first client to subscribe to this new syndicated study.

About the Keller Fay Group
The Keller Fay Group is a full-service marketing research and consulting company dedicated exclusively to word-of-mouth marketing. Keller Fay's TalkTrack® is an award winning research tool that tracks all forms of word of mouth about products, services and brands. The firm was founded by Ed Keller and Brad Fay, co-authors of the recently published book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace.  Keller is also coauthor of highly acclaimed 2003 best seller, The Influentials:  One American in Ten Tells the Other Nine How to Vote, Where to Eat and What to Buy."

SOURCE Keller Fay Group