February2012WhitePaper

TheStandardin#SocialTV

Broughttoyoubythe@TrendrrTeam.SpecialthankstoKevinKwan,YannisAmara,ChrissyJunandNikoHerman.

WhatDaysAreSocialTVDays?
SocialActivitybyDay:ACloser LookAtFebruary
TheActiononBroadcastTV
ThehottestdaysforSocialTVactivityonbroadcastwereSundays, MondaysandThursdays. Whatshowsmadethesedayssuper social?Here'salook: Sunday BacktobackrecordbreakingeventsincludingSuperBowlXLVI, TheGrammy's andTheOscars rocketedsocialactivitytonever beforeseenhighs. TheSocialTVshowswiththehighestactivity onSundays,asidefromtentpoleevents,wereTheSimpsons,The Voice andFamilyGuy. Monday TheVoice,TheBachelor andGossipGirl formthetriplethreatof SocialTVMondays.TheaudiencesofHowIMetYourMother and TwoandaHalfMen weremakingsolidcontributionstothe conversationaswell. Thursday AmericanIdolmaybeoneofthemostSocialTVshowson television,butit'snottheonlyshowboostingthenumberson Thursdaynights.CW'sVampireDiariesactuallydrives moresocial activitythanIdol,helpingmakeThursdaysoneofthemostsocial daysoftheweekonBroadcastTV.

FebruaryAverageActivitybyDay:Broadcast
1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 SUN MON TUES WEDS THURS FRI SAT 10,346,917 FebruaryBroadcast

"CW'sVampireDiariesactuallydrivesmoresocialactivity thanIdol" "None oftheseoneoffevents,savetheAllStarGame,could matchthesocialactivityTheWalkingDead broughtto Sundays." "TheSocialTVMondayNightCrown haspassedfromPretty LittleLiars toBadGirlsClub." FebruaryAverageActivitybyDay:Cable
1,400,000 1,200,000 1,000,000 800,000 600,000 FebruaryCable

WherewastheActiononCableTV?
ThehottestdaysforSocialTVwereSundays,Mondaysand Tuesdays. Here aretheshowsthatactivatedaudience engagement: Sunday Oftensetasidefortentpoleandspecialevents,Sundaywasthe mostsocialdayforCableTVthankstothePuppyBowl,TheBritish AcademyFilmAwards,WWEEliminationChamber,ahostofRed Carpetevents,andmostnotablytheNBAAllStarGame.Yet,none oftheseoneoffevents,savetheAllStarGame,couldmatchthe socialactivityTheWalkingDead broughttoSundays. Monday InFebruary,theSocialTVMondayNightcrownhaspassedfrom PrettyLittleLiars toBadGirlsClub.Thesetwoshowalongwith WWERaw andSpongeBob helpedMondaybecomeoneofthe mostsocialdaysoftheweekoncableTV. Tuesday AcontinuingstringofRepublicanPrimarieshelpedbringupthe SocialTVstandingofTuesdaynights.Otherpopularshowsforthe dayincludedtheeversocial,SpongeBob, Dance Moms,Tosh.0 and TeenMom2.

400,000 200,000 0 SUN MON TUES WEDS THURS FRI SAT

FebruarySocialTVNetworkRankings
Broadcast
Ofthetop5broadcastnetworks, CBS hadthehighestincreasein broadcastsocialshare*,up8%fromJanuary.TheGrammy Awards helpedthenetworkbecomethemostsocialbroadcast networkforthemonthofFebruary with31%socialshare.
24.0%

SocialTVShare:BroadcastNetworks
31.2%

ABCsshareincreased4%overthemonthofJanuary,and the networkcameinsecondwith24%broadcastsocialshare. FOX (20%),andCW(9%)remainedmostlyunchangedfromthe previousmonth. ThebroadcastsocialshareofNBCwasdownfromJanuarylanding at13%.

19.8% February Janurary 12.7% 9.0%

"CBS hadthehighest increaseinbroadcastsocial share,up8%fromJanuary"

ABC

CBS

CW

FOX

NBC

February

Cable
Fueledbyelectionyearpoliticalcoverage,CNNwasthetopsocial cablenetworkforthemonthofFebruarywith13%cablesocial share.MTVcameinsecondwith12%cablesocialshare.Rounding outthetop5socialcablenetworksforthemonthofFebruary wereNickelodeon(9%),TNT(6%),andComedyCentral(5%).

12.96%

12.77%

9.45%

"Fueledbyelectionyearpolitical coverage,CNNwasthetopsocial cablenetworkforthemonthof February " February

*ShareofVoice ShareofVoiceisthepercentageofthetotalbroadcastorcableactivity,includingTwitter conversation,publicFacebookposts,Facebooklikes,MisoandGetGluecheckins,thatis attributedtoaparticularnetworkorshowforaspecifiedmonthlytimeperiod.

6.42% 5.48%

February

CNN

MTV

Nickelodeon

TNT

ComedyCentral

ACloserLookAtFebruary
SocialActivitybySource
Broadcast
Dayinanddayout,Trendrr.TVindividuallymeasuresthesocial activityforeveryshowthatairsoncableandbroadcastacrossfour keysources:Twitter,Facebook,GetGlueandMiso.But,whichsocial networkisusedmostwhenitcomestoSocialTV?Forthemonthof February,Twittermadeuproughly85%ofthesocialactivity occurringaroundbroadcasttelevision.Butbeforeyouwriteoffthe otherservices,remember thatduringthelargesttentpoleevents viewersflocktoTwitter.OnaparticulardayinFebruary(Friday,3) Twittermadeupjust38%oftheconversationandGetGluenearly matchedthatwith35%oftheconversation.

AverageFebruaryActivitybySource: Broadcast
0% 8% 7% TWITTER FACEBOOK GETGLUE MISO 85%

"Twittermadeuproughly85%of thesocialactivityoccuring aroundbroadcasttelevision"

Cable
Oncable,TwitterhadanlessofanimpactontheSocialTV conversation.Butheretoo, thereweremany dipsandspikesover thecourseofFebruary.Thefirstofthemonthwastheslowestday forTwitter,whenitmadeupjust46%oftheconversation(another 40%wentintoFacebookthatday).Alternatively,onSunday, February26,Twitterchalkedup89%oftheconversationoncable (thoughthiswasdueinlargeparttotweetsaroundtheNBAAll StarsGame).

AverageFebruaryActivitybySource: Cable
0% 13% TWITTER 23% 64% FACEBOOK GETGLUE MISO

Sentiment
FeelingGoodWhileWatchingBroadcastTV?
Trendrr.TV'snaturallanguageprocessingoffersoneofthemost accuratewaystojudgethemoodofTV audiences.Networksand brands canseetheshowsviewerslove(orlovetohate).Buthow doesoneshowcomparetothenext?Here'salookathow sentimentbreaksdownoverthemonthofFebruary.Onaverage, theconversationaroundbroadcast is positive,with57%Positive, 21%Negativeand23%Neutral.

AverageFebruarySentiment:Broadcast
19% POSITIVE NEGATIVE 24% 57% NEUTRAL

"Onaverage,theconversation around broadcastTVispositive" AverageFebruarySentiment:Cable

HowDoesCableReallyMakeYouFeel?
Theaveragesentimentismuchthesameoncable,althoughifyou lookclosely,arepeopleareamoreindifferentwhenitcomesto cable'sofferings?
22% POSITIVE NEGATIVE 55% 23% NEUTRAL

"Arepeoplemore indifferent whenitcomesto cable's offerings?"

SpecialAnalysis
TakingacloserlookatFebruary,we'vereportedthat amajorityofsocialinteractionwithTVistaking placeon Twitter.Thatdatasetaccommodatedallshow airingsinFebruary.Whenwenarrowedourfocus,wediscoveredacertainsegmentofSocialTVaudienceisnotasloyaltoTwitterwhenitcomestoTV engagement.Whichaudienceswerethose?ThefansofanimatedshowspreferredtouseFacebook,andinonecaseGetGlue,toengagewiththeirshows.Below arethesocialactivitybreakdownsbysourceforpopularanimatedseries:FamilyGuy,AmericanDad,Archer,SouthPark,SpongeBobSquarepantsandThe Simpsons.

FamilyGuy
FebAverageActivitybySource
GETGLUE 3% MISO 0%

AmericanDad
FebAverageActivitybySource
GETGLUE 4% MISO 0% TWITTER 12%

TWITTER 35% FACEBOOK 62%

FACEBOOK 84%

Archer
FebAverageActivitybySource
MISO 1% TWITTER 17% FACEBOOK 25% GETGLUE 1%

SouthPark
FebAverageActivitybySource
MISO 0% TWITTER 18%

GETGLUE 57%

FACEBOOK 81%

GETGLUE 1%

SpongeBobSquarepants
FebAverageActivitybySource
MISO 0%

GETGLUE 3%

TheSimpsons
FebAverageActivitybySource
MISO 0% TWITTER 18%

FACEBOOK 50%

TWITTER 49% FACEBOOK 79%