Porn: The Dark Data Metric for Gauging Cultural Attention
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Every year, huge cultural moments seize the attention of our nation and, in turn, the attention of marketers. These events can be placed into three buckets: annual events (like a tightly contested NBA or MLB Finals, or an awards ceremony like the Oscars or Grammys); predictable events (such as TV show premieres or other entertainment events); and, finally, unpredictable events (such as Attorney General Jeff Sessions’ testimony from earlier this year, or the legalization of gay marriage).
For brands, these moments are critical to both planned and responsive opportunities, from social media commentary to the timing of larger campaign rollouts or sponsorships.
During such moments, when we flock online and on-screen to absorb and comment on what has happened, a number of established media metrics can be used to gauge just how big a deal it is that we’re (all) talking about. Is it trending on Twitter or Facebook? How does it look via Google Analytics? Did cable news dedicate round-the-clock coverage to it? Did it warrant a push notification from your mobile news app of choice? Is it all over late-night TV? And are memes appearing about it yet?
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