NBC keeps ear to the Internet

Network seeks more Web-based research

NBC is stepping up its efforts to measure the online activity generated by its shows and to get more feedback from fans via the Internet.

Peacock has hired Virginia-based marketing and research firm New Media Strategies to help glean more info from Web-based research as it revs up the campaigns for its summer and fall series.

NBC is increasing its efforts to analyze what fans are saying about its programs and to assess which shows are generating buzz. Such chatter certainly played a part in the Peacock bringing back “Chuck” — as well as drawing a financial commitment from Subway after a fan-generated promotional stunt involved the sandwich chain. It was also influential in saving such series as “Friday Night Lights,” which the network now shares with DirecTV.

Part of the plan also includes driving traffic back to NBC.com, where the high volume of clicks can be monetized.

“This is us recognizing how people discover shows,” Jared Goldsmith, director of digital promotions and strategy at NBC, told Daily Variety. “Something new this relationship brings is listening to fans. When we launch a show, we’re checking blog posts and message boards, taking in all that info.”

Added Matt Allen, senior exec director of marketing at NBC.com, “We’re extending our reach more than in the past.”

Goldsmith said more attention will be paid to social networking sites such as Facebook and Twitter, where there will be a direct response to those viewers eager to voice their opinions and connect with creative talent on shows.