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NBCUniversal signs social analytics deal with ListenFirst

Social analytics solution vendor ListenFirst has announced a partnership with NBCUniversal.

ListenFirst, founded in 2012, also serves clients including AT&T, Condé Nast and Time Warner.

The deal will see the broadcaster employ ListenFirst as one of its key partners for social analytics across its global brand portfolio of TV networks, stations and operators, along with its motion pictures and theme parks.

ListenFirst says that it promises to streamline NBCUniversal’s social media data across more than 1,500 social handles into one unified analytics platform that “enables the company to take the lead in the creation of measurement standards for social media across the industry.”

As for most companies in the media industry, social media is very important for NBCUniversal. In 2018, the company saw a social fan footprint of more than 270 million people globally and nearly one billion social engagements.

Jason Klein, co-founder and co-CEO at ListenFirst said: “We are thrilled that NBCUniversal has selected ListenFirst to help manage its social reporting, enabling a consistent global strategy for all teams and agency partners who touch social.”

The deal comes at a time when NBCUniversal is preparing to launch its Peacock OTT platform in early 2020. Ahead of the big launch, the company earlier this month announced a management shakeup in its TV business.
Bonnie Hammer, who was previously the head of Peacock, is now overseeing all broadcast and cable studio operations at NBCUniversal Content Studios while Comcast veteran Matt Strauss has joined NBCUniversal as chairman of the streamer.

Strauss was previously EVP of Xfinity Services for Comcast Cable, where he oversaw the video, Internet, home, and voice businesses. He was one of the pioneers of video-on-demand and helped transform the entertainment viewing experience for customers by launching X1, cloud DVR, live in-home streaming across devices, the talking guide, and the voice remote.

Strauss was also one of the architects of Xfinity Flex, a new service that enables customers to enjoy over 10,000 movies and TV shows and easily access the popular entertainment apps – including Peacock when it launches.