• by Wayne Friedman , August 14, 2017

Entertainment research data company MarketCast has acquired social media research company Fizziology in order to boost its media and entertainment data resources.

Financial terms were not disclosed.

Fizziology tracks every major film and TV show to contextualize social media data performance. In addition to working with TV and film marketers, the company also focuses on travel/tourism, retail/fashion and studies for specific brands.

Fizziology is an official Twitter partner and also works with Facebook, Instagram, Reddit, Tumblr and Sina Weibo to gain a broad view of social media online opinions.

One of MarketCast's major core research efforts is in tracking, testing and data analysis for theatrical film box-office results.

MarketCast is owned by Kohlberg & Company, a private-equity firm based in New York, which bought the company in 2016, at a reported estimated value of around $150 million to $180 million. MarketCast bought New York-based research and strategy agency Insight Strategy Group in 2015.

MarketCast does TV/film concept and positioning studies and exit polls and recruits audience screenings and focus groups. It also conducts tracking, attitude and usage studies.