Earlier this year, when HBO released the trailer for the much-anticipated seventh season of Game of Thrones, 266,598 fans commented on Facebook. During the This Is Us finale earlier this year, there were 70,258 tweets sent out about the tear-jerking Pearson family.

But when it comes to Nielsen ratings, the traditional currency of the television industry, these emoji-and-slang-filled online soundbites are meaningless. Even when they are taken into account by various analytics firms, the subtlety and volume of conversation leaves much of the data untouched.

That’s where Canvs comes in. Billed as a focus group for the 21st century, the company has developed a product that analyzes social media posts (sarcasm, misspellings, conflicting emojis and hashtags, included) across Facebook, Twitter, YouTube and Instagram, and extracts emotional reactions. Those Game of Thrones Facebook fans? 36% were excited. And the This Is Us Twitter following? 25.5% of them expressed love.

Read the full Forbes article, here.

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