CNBC to use social technology to develop editorial content

CNBC and Collective Intellect announced Friday a strategic collaboration to develop and produce proprietary editorial content based on CI’s real-time social analytics technology.

The collaboration kicks off with the “CNBC/CI Super Sunday Ad Tracker” — a real-time tool capturing and analyzing viewers’ social media engagement with the brands behind signature multimillion dollar Super Bowl ad campaigns. A number of these campaigns have been pre-released to the public earlier, allowing viewers to leverage social media to share their reactions.

The “CNBC/CI Super Sunday Ad Tracker” leverages those reactions to generate an early read of consumer brand sentiment. The Tracker will also continue to monitor and analyze social buzz through the big game and beyond, generating dynamic predictive results that translate sentiment into purchase intent.

“Viewers, users and investors are increasingly inundated with information and opinions from social networks,” said Nikhil Deogun, senior vice president and editor in chief of CNBC, in a statement. “CNBC and Collective Intellect’s collaboration brings an exciting new dimension to our coverage of one of the biggest media stories of the year.

“Beyond the Super Bowl, this collaboration will extend CNBC’s portfolio of proprietary actionable information and analysis to the rapidly evolving social sphere.”