Television Gets Social

Radha Subramanyam SVP Nielsen and NM Incite

@radhas2

@nielsenwire #socialTV

@nmincite

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

The consumer decision journey has evolved

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

Social media use is largely driven by real world connections and the desire to view / contribute reviews of products / services
What is social media used for?
% Social Media Users Ever Doing Activity

More Females Lifestyle / Entertainment
89 88 70

Family / Friends
Family Contact Find/Maintain Old Friends Find New Friends

More Males

Entertainment

67 64 47 45 35 16
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

Creative Outlet
Gaming “How To” Info

Products / Services
Read Consumer Feedback Learn about Products Get Coupons, Promos Give Positive Feedback Give Negative Feedback Follow Celebrities
66

60
58 54 51

Dating

Career / Networking
Business Contact
Find a Job
28 48

Source: NM Incite – The State of Social Media Survey, 2011

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

For many, social media is a daily activity
How often do consumers engage with social media?
% Social Media Users
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 Daily Weekly Monthly or Less

38 27 25 20 15 14 11 11 9 9 20 17 18 22 27 29 13 26 23 22 33 41 22 14 27

31 34 21

20

25

8 8
8 6 6 3 4 11 8 8

18 16
14 19 14

25 21
27

Finding “How to” or Self-help Info
Business Contact Following Celebrities Job Finding Dating

Source: NM Incite – The State of Social Media Survey, 2011

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

3 in 5 online consumers create review/rating content about products and services online
What type of review / rating content is created online?
% Social Media Users1
Additional % that consume online reviews / ratings2

Restaurants
60

30

26 20 24 33 28 16 21 22

Home electronics
Food/beverages Entertainment

24
23 22 19 16

Travel/leisure
Appliances Automobiles Clothing/fashion

14
12 11 8 7
Creation of content about toys, jewelry and baby care is concentrated– far more people consume this content vs. creating

Beauty/cosmetics
Financial/Banking Toys
% that create online reviews

20 19 22 23 16

Jewelry/accessories
Baby care
5

6

Source: NM Incite – The State of Social Media Survey, 2011

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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

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

Platform preferences vary significantly by product / service category
What is the preferred source for product & service information by category?
Bubble Size=Relative % of Internet Users Using Social Media for Category Research High Information Requirements

Baby Care
Beauty/cosmetics

Financial /banking Jewelry/accessories

Restaurants
Preference for Social Media Sources1

Automobiles

Toys Clothing/fashion Appliances

Food/beverages Entertainment

Home electronics Travel/leisure Restaurants

Preference for Live Company Sources
(e.g. call center, email, online chat)

Source: NM Incite – The State of Social Media Survey, 2011

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Note:1. Includes 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

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

Who is talking about TV?
General Online Population (%) Social Media Population (%) Population on Sites Talking About TV* (%)

Male Female <18 18-24 25-34 35-49 50+

47% 53% 16% 9% 16% 26% 32%

45% 55% 34% 10% 17% 27% 31%

55% 45% 12% 14% 29% 30% 24%

Hispanic Non-Hispanic
White Black, or African American Asian or Pacific Islander Other

12% 88%
78% 11% 3% 8%

12% 88%
78% 10% 3% 8%

13% 87%
76% 12% 4% 8%

Source: Nielsen NetView and NM Incite

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*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.

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

What do viewers talk about?
Winning
Entertaining Funny Physical Attractiveness Fans 10% 9% 11% 14%

9%
8% 6% 6% 6% 6%

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.

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

When does TV buzz happen?
20%

17% 15%
15%

17%

16%
14% 10%

% of Buzz

11%
10%

5%

0%

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

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

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

When does TV buzz happen? (cont‟d)
12%

10%

9.3% 8.7% 8.6%

9.1%

9.5%

9.1% 8.6% 7.6% 6.8% 7.4% 7.8% 7.5%

% of Buzz

8%

6%

4%

2%

0%

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

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

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

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

Facebook‟s prioritizes posts containing rich media content in Newsfeed rank
Facebook’s EdgeRank algorithm Hierarchy of “edge type” importance: 1. Photo/Video 2. Links 3. Status updates

Source: Facebook; thenextweb.com

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

Buzz grows over a show‟s season
Premiere

Mid-Season

Finale

Reality Noncompetition

Buzz Volume

Comedy

Drama

Reality Competition

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

Buzz and ratings more correlated for younger demos

Persons

Females

Males
Low

Correlation (r)
14

High

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

Model overview
Buzz Volume Msg/Source Authors AdSpend Prior Episode TV Ratings Prior Season TV Ratings Genre Broadcast/Cable New/Old

Buzz Data Source: 150 million+ social media sites

N= 250 TV shows

TV Ratings

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

When is buzz aligned with TV ratings?
18-34 35-49 50+

PREMIERE
Males

Females

MIDSEASON
Males
Females

FINALE
Males Females
Buzz is significant at p<=0.05. R2 ranges between 0.5 and 0.9
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Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Among M18-34s, Cable programs are more impacted by Buzz than broadcast. W18-34 see equal impact in broadcast and cable
0.45 0.40 Buzz Impact on Ratings 0.35 0.30 0.25 0.20 0.15

0.10
0.05 0.00 Cable Males 18-34 Females 18-34 Broadcast

Nots: Buzz is significant at p<=0.05 for all models. R2=0.4

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

Returning series are more impacted by Buzz than new shows
0.45 0.40 Buzz Impact on Ratings 0.35

0.30 0.25
0.20 0.15 0.10 0.05 0.00 New Males 18-34 Females 18-34 Returning

Note: Buzz is significant at p<=0.05 for all models. R2=0.4

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

Four weeks prior to a show premiere…

A

9% 1%

increase IN BUZZ VOLUME
CORRESPONDS TO A

increase IN RATINGS
Ratings for people 18-34 years old

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

How does genre change buzz‟s relationship with premiere ratings?

Buzz relationship to ratings

Reality: Competition

Reality: Non Competition Males 18-34

Comedy Females 18-34

Drama

Note: Buzz is significant at p<=0.05 for all models. R²=0.4

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

Two weeks prior to a midseason episode…

A

14%

increase IN BUZZ VOLUME
CORRESPONDS TO A

1%

increaseIN RATINGS

Ratings for people 18-34 years old

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

Midseason relationship weaker
Premiere
Midseason

TV Ratings

Buzz Volume Ratings for people 18-34 years
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Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Two weeks prior to a show finale…

A

14% 1%

increaseIN BUZZ VOLUME
CORRESPONDS TO A

increaseIN RATINGS

Ratings for people 18-34 years old
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Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Finale relationship similar to midseason
Premiere

Midseason
Finale TV Ratings

Buzz Volume Ratings for people 18-34 years
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Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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

Premiere: Persons 18-34 Premiere: Persons 35-49 TV Ratings

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

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

Midseason: Persons 18-34 Midseason: Persons 35-49 TV Ratings

Buzz Volume

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

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

Finale: Persons 18-34 Finale: Persons 35-49 TV Ratings

Buzz Volume

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

What about Twitter?

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

Twitter‟s relationship with Ratings strengthens close to time of air
Strength of Relationship Between Ratings and Twitter Volume (%)

-4 Weeks

-1 Week Time Relative to Premiere Episode Airing

Day Of

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

Importance of different forms of Social Media varies through the lifecycle of a premiere
0.58 0.57 0.56

Buzz (Boards, Blogs, Groups)

Buzz (Twitter Only)

Model R^2

0.55 0.54 0.53 0.52 0.51 0.5

0.49
0.48 -4 Weeks -3 Weeks -2 Weeks -1 Week -3 Day Day Of Day +1 Day +2

Time Relative to Premiere Episode Airing

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

Looking forward…

Show Level Effectiveness of Promos TV driving Buzz Cume Product?

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

Solutions

For Media Companies

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

TV + Social Analytic Solutions
Our new Analytic suite helps media companies and other client groups understand the impact of social media on TV ratings.
 Measures correlation between buzz and television ratings for individual channels and programs  Competitive benchmarking of Buzz and Ratings  Enables clients to understand impact of social media by audience demographic.

Key

Benefits

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

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?

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

Solutions

For Agencies and Advertisers

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

Services for Agencies and Advertisers
• • Measure Impact of Paid-Owned-Earned media Use TV-Social insights to optimize media spend

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

Thank You

@Radhas2

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

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

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