El Principe, on of Sociographs success stories alongside Mediaset
Spanish company Sociograph, which is already working with Mediaset in Spain, is now taking to the international market its revolutionary methodology, which allows the measurement of content generated emotions to generate more impact.
Created in 2013, and a frequent partner to Mediaset, Spanish consulting company Sociograph is currently looking to expand internationally by taking its revolutionary methodology to regions outside of Spain.
But what is Sociogrpah? And what does it do? "Sociograph is a consulting company specializing in marketing science, a combination of traditional surveys with scientific data. We are looking to analyze audiovisual content to know how effective it is," explained Carmen Romero De Pedro, International Sales Manager at Sociograph to ttvnews.
In order to do so, the company has built an in-house technology that allows it to measure the impact a certain stimulus has on people. It works as a sophisticated wristband that collects the skin’s electrical activity.
"Our brain communicates through the rest of the body with electricity, so the device collects every reaction, especially people’s non-conscious reactions,” detailed the executive.
"So what we do is pre-test of audiovisual content to know how it will work before it goes on air, which allows us to see what works and what doesn’t within said content, what frames are best and what characters work. After that our clients use that data to see how to promote or where to position their content,” she added.
Sociograph data also allows content creators to make changes before going on air, removing or changing plot lines and characters, as well as generating promos with the bits that generate the most impact.
"Another possibility they have is being able to identify which character empathizes with audience the most and promote them in other shows on the network, managing to get people's attention," added Daniel Ramos Morales, International Manager of Sociograph.
In Spain, the company currently has an exclusivity agreement with Mediaset Spain, and that is why they are now looking for clients abroad.
"For the past four years, we have been testing Mediaset’s content to how effective it is, and we help them develop all marketing and positioning strategies for their content within their networks,” explained Ramos Morales.
"We have also worked internationally with Warner Bros. and other producers, in Mexico, where we have offices, we are in negotiations with a large media group that which we can’t name and we have worked with important brands such as Pepsico," he added.
The company has also generated interest in Colombia, Los Angeles and is already working with clients in France and England.
The Secret Behind El Príncipe
With a February 2014 debut, Telecinco series El Príncipe was the most successful series in Spanish television that year, getting a quick renewal for a second season.
It also had a great international journey, even reaching the United States through UniMás.
And behind this success there are traces of Sociograph’s influence. Which measured the reactions that audiences could have while watching the show before it was even released.
"One of the success stories we can talk about alongside Mediaset was El Príncipe, which has been very successful both in Spain and internationally, and we analyzed the characters to see what the idea was and how to promote it," said Carmen Romano De Pedro.
"By letting them know the most impactful plot lines or moments, they could use them in their favor when promoting and selling the series," he added.
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