Omnicom, Vevo Develop Brand Fandom Metric

Omnicom Media Partner Intelligence has partnered with video network Vevo to create what they call a Brand Fandom metric that can measure the strength of consumers’ emotional connection through four behaviors, Advanced Television reports. It determines if people intend to talk about the brand, as they differentiate it from those of competitors, whether they are proud to buy it and if they plan to recommend it to others. “The opportunity for brands isn’t to manufacture fandom, but to understand where passion already exists and find meaningful ways to become part of it,” said Kara Manatt, executive vice president, intelligence solutions, Omnicom Media.

Last updated Oct 19, 2026 by ATDb automated enrichment