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Television Gets Social

Television Gets Social

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05/31/2014

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Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.

1
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Television Gets Social
Radha Subramanyam
SVP Nielsen and NM Incite
@radhas2
@nmincite
@nielsenwire
#socialTV
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
2
The consumer decision journey has evolved
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
3
Social media use is largely driven by real world connections and the
desire to view / contribute reviews of products / services
Family Contact
Find/Maintain Old Friends
Find New Friends
Read Consumer Feedback
Learn about Products
Get Coupons, Promos
Give Positive Feedback
Give Negative Feedback
51
54
58
60
66
70
88
89
Entertainment
Creative Outlet
Gaming
"How To¨ Ìnfo
Follow Celebrities
Dating
16
35
45
47
64
67
Family / Friends
Products / Services
Lifestyle / Entertainment
Career / Networking
28
48 Business Contact
Find a Job
More Females
More Males
Source: NM Incite ÷ The State of Social Media Survey, 2011
Men are more likely to
use social media for
careers / networking, and
dating ÷ while women
use social media for a
creative outlet, for
coupons/promos and to
give positive feedback
What is social media used for?

% Social Media Users Ever Doing Activity
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
4
For many, social media is a daily activity
3
6
6
8
8
8
9
9
11
11
14
15
20
25
27
38
4
8
11
14
16
18
22
18
17
20
23
26
13
22
27
31
8
14
19
27
21
25
29
27
41
33
22
25
14
21
34
20
Daily Weekly Monthly or Less
Family Contact
Old Friends (maintain/find)
Entertainment
Gaming
Hearing Positive/Negative Experiences
Money Incentives
Creative Outlet
New Friends
Complimenting Brands
Learning About Brands/Services
Expressing Concerns About Brands
Finding "How to¨ or Self-help Info
Business Contact
Following Celebrities
Job Finding
Dating
% Social Media Users
How often do consumers engage with social media?

Source: NM Incite ÷ The State of Social Media Survey, 2011
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
5
60
30
24
23
22
19
16
14
12
11
8
7
6
5
Restaurants
Home electronics
Food/beverages
Entertainment
Travel/leisure
Appliances
Automobiles
Clothing/fashion
Beauty/cosmetics
Financial/Banking
Toys
Jewelry/accessories
Baby care
26
20
24
33
28
16
21
22
20
19
22
23
16
% that create online
reviews
Note:1) % respondents that have reviewed/rated and/or shared content about products/services online
within the past year across any product/service category (LH chart) or specific product service (RH
chart); 2) Real % difference between those 'likely' to 'very likely' to consume vs. create
Creation of content
about toys, jewelry
and baby care is
concentrated÷ far
more people
consume this
content vs. creating
3 in 5 online consumers create review/rating content about products
and services online
Additional % that consume
online reviews / ratings
2
What type of review / rating content is created online?
% Social Media Users
1
Source: NM Incite ÷ The State of Social Media Survey, 2011
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
6
Platform preferences vary significantly by product / service category
Preference for Live Company Sources
(e.g. call center, email, online chat)
Note:1. Ìncludes a company's Facebook and Twitter accounts, a mobile and video clips (e.g.
YouTube); See Appendix for detailed preferences across specific social media and live sources

Restaurants
Entertainment
Travel/leisure
Food/beverages
Home electronics
Automobiles
Clothing/fashion
Appliances
Beauty/cosmetics
Toys
Jewelry/accessories
Financial /banking
Baby Care
Restaurants
High Information Requirements
What is the preferred source for product & service information by category?
Bubble Size=Relative % of Internet Users Using Social Media for Category Research


Preference
for Social
Media
Sources
1
Source: NM Incite ÷ The State of Social Media Survey, 2011
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
7
Who is talking about TV?

General Online Population
(%)
Social Media Population
(%)
Population on Sites Talking
About TV* (%)
Male 47% 45% 55%
Female 53% 55% 45%

<18 16% 34% 12%
18-24 9% 10% 14%
25-34 16% 17% 29%
35-49 26% 27% 30%
50+ 32% 31% 24%

Hispanic 12% 12% 13%
Non-Hispanic 88% 88% 87%

White 78% 78% 76%
Black, or African American 11% 10% 12%
Asian or Pacific Islander 3% 3% 4%
Other 8% 8% 8%
*Volumes represent the average March 2011 site visitor demographics for
top ten boards, blogs, groups, Twitter, and Video and Image sites discussing TV in general.
Source: Nielsen NetView and NM Incite
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
8
What do viewers talk about?
14%
11%
10%
9%
9%
8%
6%
6%
6%
6%
Winning
Entertaining
Funny
Physical Attractiveness
Fans
Romance
Voting
Writers/Creators
Judging
Drama
Source: NM Incite - Volume is represented as a percentage of 2,058,828 messages about the top 10
television series, posted on boards, blogs, and groups from July 1, 2009 to February 28, 2011.
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
9
When does TV buzz happen?
Source: NM Incite - Volume is represented as a percentage of 7,373,765 messages about 255 television
series, posted on boards, blogs, and groups from July 1, 2009 to February 28, 2011
11%
15%
17% 17%
16%
14%
10%
0%
5%
10%
15%
20%
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
%

o
f

B
u
z
z

Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
10
When does TV buzz happen? (cont'd)
Source: NM Incite - Volume is represented as a percentage of 7,373,765 messages
about 255 television series, posted on boards, blogs, and groups from July 1, 2009
to February 28, 2011
9.3%
8.7%
8.6%
9.1%
9.5%
7.6%
6.8%
7.4%
9.1%
8.6%
7.8%
7.5%
0%
2%
4%
6%
8%
10%
12%
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
%

o
f

B
u
z
z

Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
11
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
12
Facebook's prioritizes posts containing rich media
content in Newsfeed rank
Facebook's EdgeRank aIgorithm

Hierarchy of
"edge type"
importance:
1. Photo/Video
2. Links
3. Status
updates

Source: Facebook; thenextweb.com
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
13
Buzz grows over a show's season
Premiere
Mid-Season
Finale
B
u
z
z

V
o
l
u
m
e

Reality Non-
competition
Reality
Competition
Comedy
Drama
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
14
Buzz and ratings more correlated for younger demos
Persons
Females
Males
Correlation (r)
High
Low
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
15
Model overview
TV Ratings
New/Old
Broadcast/Cable
Genre
Prior Season TV Ratings
Prior Episode TV Ratings
AdSpend
Authors
Msg/Source
Buzz Volume
Buzz Data Source:
150 million+
social media sites

N= 250 TV shows
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
16
18-34 35-49 50+
PREMIERE
Males
Females
MIDSEASON
Males
Females
FINALE
Males
Females
When is buzz aligned with TV ratings?
Buzz is significant at p<=0.05.
R
2
ranges between 0.5 and 0.9
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
17
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
0.45
Cable Broadcast
B
u
z
z

I
m
p
a
c
t

o
n

R
a
t
i
n
g
s

Males 18-34 Females 18-34
Nots: Buzz is significant at p<=0.05 for all models. R
2
=0.4
Among M18-34s, Cable programs are more impacted by Buzz than
broadcast. W18-34 see equal impact in broadcast and cable
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
18
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
0.45
New Returning
B
u
z
z

I
m
p
a
c
t

o
n

R
a
t
i
n
g
s

Males 18-34 Females 18-34
Note: Buzz is significant at p<=0.05 for all models. R
2
=0.4
Returning series are more impacted by Buzz than
new shows
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
19
Four weeks prior to a show premiere.
A 9%
increase IN BUZZ VOLUME
CORRESPONDS TO A 1%
increase IN RATINGS
Ratings for people 18-34 years old
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
20
B
u
z
z

r
e
l
a
t
i
o
n
s
h
i
p

t
o

r
a
t
i
n
g
s

Reality:
Competition
Reality:
Non Competition
Comedy Drama
Males 18-34 Females 18-34
Note: Buzz is significant at p<=0.05 for all models. R²=0.4

How does genre change buzz's relationship with
premiere ratings?
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
21
Two weeks prior to a midseason episode.
A14%
increase IN BUZZ VOLUME
CORRESPONDS TO A 1%
increaseIN RATINGS
Ratings for people 18-34 years old
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
22
Midseason relationship weaker
Ratings for people 18-34 years
T
V

R
a
t
i
n
g
s

Buzz Volume
Premiere
Midseason
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
23
Two weeks prior to a show finale.
A14%
increaseIN BUZZ VOLUME
CORRESPONDS TO A 1%
increaseIN RATINGS
Ratings for people 18-34 years old
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
24
Finale relationship similar to midseason
T
V

R
a
t
i
n
g
s

Buzz Volume
Premiere
Midseason
Finale
Ratings for people 18-34 years
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
25
T
V

R
a
t
i
n
g
s

Buzz Volume
Premiere: Persons 18-34
Premiere: Persons 35-49
For a show premiere, more buzz is needed to
impact 35-49 ratings
· Persons 18-34:
A 9% increase in
buzz volume
corresponds to a 1%
increase in ratings


· Persons 35-49:
A 16% increase in
buzz volume
corresponds to a 1%
increase in ratings
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
26
T
V

R
a
t
i
n
g
s

Buzz Volume
Midseason: Persons 18-34
Midseason: Persons 35-49
However during mid season, impacts 35-49
ratings more
· Persons 18-34:
A 14% increase in
buzz volume
corresponds to a
1% increase in
ratings

· Persons 35-49:
A 10% increase in
buzz volume
corresponds to a
1% increase in
ratings
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
27
T
V

R
a
t
i
n
g
s

Buzz Volume
Finale: Persons 18-34
Finale: Persons 35-49
And the Finale demonstrates the same pattern
as Mid-Season
· Persons 18-34:
14% increase in
buzz volume
corresponds to a
1% increase in
ratings


· Persons 35-49:
A 10% increase
in buzz volume
corresponds to a
1% increase in
ratings
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
28
What about Twitter?
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
29
Twitter's relationship with Ratings strengthens
close to time of air
-4 Weeks -1 Week Day Of
S
t
r
e
n
g
t
h

o
f

R
e
l
a
t
i
o
n
s
h
i
p

B
e
t
w
e
e
n

R
a
t
i
n
g
s

a
n
d

T
w
i
t
t
e
r

V
o
l
u
m
e

(
%
)


Time Relative to Premiere Episode Airing
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
30
Importance of different forms of Social Media
varies through the lifecycle of a premiere

0.48
0.49
0.5
0.51
0.52
0.53
0.54
0.55
0.56
0.57
0.58
-4 Weeks -3 Weeks -2 Weeks -1 Week -3 Day Day Of Day +1 Day +2
M
o
d
e
l

R
^
2

Time Relative to Premiere Episode Airing
Buzz
(Boards, Blogs, Groups)
Buzz
(Twitter Only)
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
31
Looking forward.
Show Level
Effectiveness of Promos
TV driving Buzz
Cume
Product?
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
32
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Solutions
For Media Companies
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
33
TV + Social Analytic Solutions
Our new Analytic suite helps media companies and other client
groups understand the impact of social media on TV ratings.

x Measures correlation between buzz and television ratings for
individual channels and programs
x Competitive benchmarking of Buzz and Ratings
x Enables clients to understand impact of social media by audience
demographic.


Key
Benefits
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
34
TV and Social Advisory services
Our new Advisory suite helps media companies drive Social
strategies to augment TV.

· What strategies would help to generate more buzz for TV
programs?
· Will more buzz improve TV ratings?
· How is your competition using Social media?



Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
35
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Solutions
For Agencies and Advertisers
Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
36
Services for Agencies and Advertisers

· Measure Impact of Paid-Owned-Earned media

· Use TV-Social insights to optimize media spend



Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
37
For more information, check out:
State of the Media: The Social Media Report Q3 2011
http://www.nmincite.com/?p=5412

How Social Care Impacts your Business
http://www.nmincite.com/?p=5311
@Radhas2
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