After eight months in private beta, we are thrilled to officially release Canvs version 1.0. Canvs has added numerous new features since our soft launch in April, including season recap, compare view, and improved visualization, but none as impactful as the upgrade that accompanies version 1.0.
Canvs now programmatically analyzes Tweets captured by Nielsen Social, the industry standard provider of Nielsen Twitter TV Ratings. This means that all Canvs clients are able to view qualitative data from every new or live show on US television the day after it airs. Our beta clients have had early access to our Nielsen Social integration, and the results have been phenomenal.
Stay tuned for more big announcements as the Canvs team continues to advance the way we understand people through social media.
Read the full release below.
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Canvs Integrates Twitter TV Content from Nielsen to Create World-First in Social TV
NEW YORK - EMBARGOED UNTIL DECEMBER 11, 2014 – Leveraging Twitter TV content captured by Nielsen, Canvs®, powered by Mashwork, has become the first completely syndicated qualitative social TV platform, bringing new meaning to social TV metrics.
With the ability to qualitatively analyze all Nielsen-measured TV-related Tweets for new and live English-language programming across 250+ U.S. channels, Canvs® is the first platform to automatically and comprehensively measure the emotions that drive conversation and engagement around television today. The Tweets analyzed by Canvs® are those captured in measurement of the industry standard Nielsen Twitter TV Ratings.
Networks, producers, and agencies can use Canvs® to inform strategic decisions in key areas including:
Marketing and promotions: Network marketers use Canvs® to determine which content will perform best in on-air and online promotions based on emotional reactions. Canvs® also provides insight into characters and plots that resonate with audiences to inform community management strategy.
Research: Research departments use Canvs® to create next-day qualitative analysis on audience reactions to programming. The season recap feature in Canvs® also allows researchers to put together comprehensive end-of-season reports that summarize trends in emotional reactions over time.
Production: Production companies use Canvs® to see how audiences emotionally reacted to characters and plots almost immediately after episodes air. Future episodes can be written or edited based on Canvs® analysis and insights can be used to inform content for future seasons.
Ad Sales: Ad sales uses Canvs® to match brand sponsorship and content opportunities based on emotional reactions to TV programs.
Built on the knowledge and expertise of Mashwork’s skilled analysts, Canvs® is the only qualitative social TV insights platform on the market. The proprietary algorithm powering Canvs,® allows the software to categorize Tweets into clusters based on complex emotions rather than simple positive, negative, and neutral sentiment typical of most tools. With the world’s largest database of emotional words and phrases related to entertainment, Canvs® is an elegantly designed, intuitive and dynamically intelligent opinion poll that reflects the way real people are reacting to television programming on Twitter.
Jared Feldman, Founder and CEO of Mashwork said, "Never before has there been a holistic solution for qualitative analysis - I know this because in our capacity as a social media insights firm we have used every tool on the market. Leveraging Twitter TV content from Nielsen, Canvs® is the first product to fill this void to create actionable qualitative social TV insights for the television market.”
"With Nielsen Twitter TV Ratings, we are measuring the impact of the social TV phenomenon and the value it brings to TV networks, agencies, and advertisers," said Sean Casey, SVP, Product, Nielsen Social. "We're excited to be working with Mashwork to extend the value that our data brings to the larger TV ecosystem through qualitative analysis of Twitter TV activity."
Canvs® is already used by a number of TV networks and production companies, including Comedy Central, Endemol Beyond USA, BET Networks, Spike TV, and TV Land.
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Developed by Mashwork, an industry leading social media insights firm, Canvs® is the only qualitative social TV platform to provide nuanced insights into audience behavior at scale. Accessing Twitter TV content from Nielsen, Canvs® has become an industry standard, informing social media strategy for television marketing, production, and ad sales. Built using social media listening research from MSI Young Marketing Scholar, Professor Sam Hui, PhD, as well as real-world analyst experience, Canvs® has been featured in a number of leading publications including The Wall Street Journal, Variety, The Atlantic, The LA Times, CNBC.com, Mashable and Lost Remote.
An industry leading social media insights firm, Mashwork delivers clients nuanced and actionable insights into the thoughts, emotions and behaviors of their audience. Launched in 2010, the New York based firm’s clients include some of the world’s largest companies, in industries spanning from entertainment to automotive. In early 2014 the company launched its proprietary analytics software Canvs®, which is the first social entertainment insights platform to comprehensively measure audience reactions. Mashwork reports have inspired features in a number of leading publications including The New York Times, Mashable, Buzzfeed, The LA Times and The Huffington Post.