Word-of-mouth researcher Keller Fay Group is debuting a new social media tracking system -- TotalSocial for TV -- that will include offline conversations about TV shows.

Many social media researchers already measure online social media content about TV programs. CBS will be the first client using the new system, which begins this fall.

Keller Fay Group says only by measuring both offline and online word of mouth can networks and advertisers understand what is driving viewer tune in and engagement. Read More