Whip Media and Free Turn Bring Hollywood’s Predictive Power to Brand-Funded Entertainment


A first for brand entertainment has been announced as Whip Media, leading enterprise software platform and data provider to the world’s largest entertainment organisations, and brand entertainment company Free Turn, unveil Hollywood studio predictive insights data product to marketers.

Whip Media’s proprietary global data and worldwide audience panel of 16+ million viewers will allow brands to uncover micro-trends before they become mainstream, fine tune content during production, engage more deeply with audiences and micro-measure with confidence.

The new Free Turn and Whip Media partnership transforms how brands create, develop, test and produce TV and film content through real time global audience data, entertainment consumption habits, and distribution intelligence.

Predictive analytics currently are accessed purely by major Hollywood studios and broadcasters such as Warner Bros, NBC Universal, Paramount, BBC and Disney. For the first time, through Free Turn and Whip Media, these analytics have become available to brands funding entertainment.

As viewers worldwide increasingly watch more TV shows and movies across multiple streaming platforms, brands will be able to anticipate audience and cultural trends to produce world-class entertainment to grab audience attention, contribute to culture and deliver competitive edge.

“It’s clear that brand-funded entertainment has immense power to engage audiences and grow business. But how can we make the development process smarter? Until now, advertisers have been forced to create entertainment with little insight into what audiences consume and crave. There has been no way to test ideas with audiences before investing significant amounts of marketing capital,” says Gemma Batterby, co-founder and managing director, Free Turn.

Whip Media’s real-time viewing and engagement data, covering more than 4+ million television episodes and movies across 80 countries and 1,200+ platforms, will provide unique advantages to marketers looking to connect their branded content to more consumers and drive growth opportunities.

Whip Media has been accurately predicting the global audience and entertainment trends during the Covid-19 pandemic, including the success of Netflix’s The Queen’s Gambit and Hulu’s Love, Victor.

“Our data on how consumers watch, engage with, and react to programming, is an important tool to help predict and prove the value of a brand’s content,” said Cory Sher, vice president of global account management, Whip Media. “Our partnership with Free Turn offers a new way to utilize our data to help create content around a brand and tell unique stories, while also providing a way to measure success for OTT platforms.”