RTL Netherlands uses IBM for viewer response analysis

RTL Netherlands is using “predictive analytics” tools from IBM to evaluate the performance of TV shows by analysing, interpreting and responding to audience feedback via social media networks.

By capturing viewer insights on programmes from social media sources, RTL Netherlands and market research consultancy InSites Consulting were able to gather feedback from opinions on X Factor and So You Think You Can Dance. This helped the entertainment company to better understand audience needs and preferences and at the same time increase viewer satisfaction and involvement, according to IBM.