April 2012 White Paper

The Standard in #SocialTV

© 2012 Wiredset LLC. All rights reserved.

The April White Paper is part of a monthly release of Trendrr.TV Social TV data addressing the problem of valuing media, understanding marketing and advertising effectiveness as well as production resonance through social data. Trendrr.TV tracks social activity from Twitter, Facebook and multiple second screen services for all television networks and shows. There were over four thousand telecasts in April and Trendrr.TV captured the social data around all of them. In this month's report we take a look at the most social television networks on cable and broadcast, which shows were discussed most and what services were used to generate conversation. Trendrr.TV also takes a deeper dive into social activity by genre and how men and women flock to different categories. In a first of it's kind report, this month's special analysis focuses on year over year Social TV data, comparing social activity during primetime broadcast from April of last year to April of this year. Contents pg.3 ......... April Social TV Network Rankings pg.4 ......... April: Cable & Broadcast pg.5 ......... April Social Genres pg.6 ......... Special Analysis: Broadcast Primetime Year over Year pg.7 ......... Contact

April Social TV Network Rankings
Top Cable Networks
Adult Swim GSN BBC America HGTV OWN MTV2 Weather Channel Disney Mnet TV Land Animal Planet ESPN2 ESPN CNBC VH1 USA truTV TNT TLC TeenNick TBS Syfy Showtime Oxygen Nickelodeon National… MTV MSNBC Lifetime History HBO G4 FX FOX News Food Network E! Discovery Comedy Central CNN Cartoon Network Bravo BET AMC ABC Family A&E 0% 10% 20%

Of the top 5 broadcast networks, FOX had the highest increase in broadcast social share, up 10 percentage points from March, followed by ABC (+4), NBC (+3), and CW (+1). The only network to decrease in social share was CBS (-18), due to the completion of the NCAA Tournament. FOX was the top social broadcast network for the month of April with 28% broadcast social share, fueled by American Idol, The Simpsons, and Glee. NBC came in second with 21% broadcast social share, followed by ABC with 19% broadcast share, CBS with 18% broadcast share, and CW with 10% broadcast share.

Social TV Share: Broadcast Networks
30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% ABC CBS CW FOX NBC April Social Share*

The chart on the left displays some of the top social television networks. ESPN narrowly topped Nickelodeon as the top social cable network for the month of April with 13% cable social share. Social activity for the network was helped along by NBA Playoff games. Nickelodeon, fueled by iCarly and SpongeBob Squarepants, finished second with 12% social share. MTV came in second with 11% cable social share, followed by TNT (8%), HBO (7%), and USA (7%).
* Share of Voice is the percentage of the total broadcast or cable activity, including Twitter conversation, public Facebook posts, Facebook likes, Miso and GetGlue check-ins, that is attributed to a particular network or show for a specified monthly time period.

April Social Share*
© 2012 Wiredset LLC. All rights reserved.

3.

April Cable and Broadcast
3,000,000 2,500,000 WrestleMania XXVIII
NCAA Men's Basketball Championship Game NBA Playoffs: Heat v. Knicks

2,000,000 1,500,000
1,000,000 500,000 0

Premios Billboard de la Musica Latina

Bad Girls Club Bad Girls Club Broadcast Cable

In April there were many more telecasts available via cable television than via the open air waves. Above you can see sports and award shows contributing to the days of highest social activity. The social series Bad Girls Club, which wrapped up its eighth season and had its first reunion episode in the month of April, also stands out. While 61% of all telecasts in April were cable offerings, just 55% of all social conversations originated from subscription programming. In fact, on average broadcast shows have a more socially active audience (per telecast) than their counterparts on cable.

Number of Telecasts

Total Activity

Average Activity per Telecast

39%

Broadcast Cable

45% 55%

Broadcast

44%
56%

Broadcast

Cable

61%

Cable

Broadcast: Social Activity by Service
1,800,000 1,600,000 1,400,000 1,200,000 TWITTER 1,000,000 800,000

NCAA Men's Basketball Championship Game

NBA Playoff: Heat vs. Knicks Premios Billboard de la Musica Latina

There were nearly 22M social interactions around broadcast television in April. The biggest moments involved awards and sports. At the beginning of the month, the Championship Game of the NCAA Tournament drew in social crowds. The Billboard Latin Music Awards rocked the airwaves but ultimately finished up as the third largest event on broadcast in April after the NBA Playoff round between Heat and Knicks. Keeping social engagement levels high the rest of the time were favorite series' American Idol and The Voice. An SNL episode, with guest host Sofia Vergara and a musical performance by One Direction, deserves special mention as one the of the month's outstanding social moments.

FACEBOOK
GETGLUE

SNL
600,000
400,000

MISO

The Voice American Idol

Broadcast: Social Activity by Service
22%
TWITTER FACEBOOK

200,000

16%
0

62%

GETGLUE

Cable: Social Activity by Source
There were nearly 27M social interactions around cable television in April. PPV anomoly, WrestleMania, opened the month to a staggering social turnout while high engagement around wrestling continued each week with WWE Raw. As previously mentioned, Bad Girls Club winding down wound up the social audience. The NFL Draft and start of the NBA Playoffs fed month long social activity highs.
2,500,000

WrestleMania XXVIII
2,000,000

NBA Playoffs

NFL Draft: Round 1
1,500,000

TWITTER

Cable Social Activity by Service
12% 12% 76%
TWITTER

1,000,000

Bad Girls Club WWE Raw

Bad Girls Club

FACEBOOK

GETGLUE
MISO

500,000

FACEBOOK
GETGLUE 0

© 2012 Wiredset LLC. All rights reserved.

4.

April Most Social TV Genres
In the chart below you can get an idea of which genres on television attract the most social involvement from fans. Reality takes the largest slice of the cake (36%)with programs such as American Idol, The Voice and Bad Girls Club provoking torrents of tweets in April. Comedy takes up a healthy 21% share of the social conversation as well. For the purposes of this study, animated comedies such as Family Guy and The Simpsons were included as were comedy news shows such as The Daily Show with Jon Stewart and The Colbert Report. Counting only Playoff games and large events, sportscasts still account for 17% of the conversation.

Social Activity by Genre
3% 4% 3% 1%

Reality
Comedy

13%

37%

Sports

Drama Special
Talkshow 18% News

Soap
21%

Each genre attracts a different demographic and Trendrr.TV took a deeper dive into how women and men differ in their engagement of particular genres. The genre most popular with women are soaps, in which female voices, on average, account for 79% of the conversation. Meanwhile men take over sports discussions with a 74% majority. Reality and drama both break down with a larger 67% participation from women while the gender divide begins to narrow when it comes to comedy. Finally, both sexes interact socially with the news in a nearly equal gender breakdown.

Gender Breakdown
Reality
33% 67%

Drama
33% 67%

Sports
26% 74%

MALE
FEMALE

MALE
FEMALE

MALE
FEMALE

Comedy
42% 58%

Soap
21%
MALE MALE

News

49% 51%

MALE

FEMALE

FEMALE

FEMALE

79%

© 2012 Wiredset LLC. All rights reserved.

5.

Special Analysis: Broadcast Primetime Year over Year
Broadcast primetime is some of the most expensive advertising real estate on television. It's also where the most social activity around TV occurs. In this month’s special analysis, Trendrr.TV compares April’s broadcast primetime social activity from 2011, to that of 2012. The results do not surprise: social activity surrounding broadcast primetime TV increased by 194%, nearly quadrupling in volume. The biggest factors contributing to this dramatic increase are socially successful programs of 2011 which grew yet more social in 2012, the emergence of new engaging programs, and several tent pole events which successfully leveraged social interaction with their audiences.
ABC ABC remained social in 2012, particularly on Mondays, Wednesdays, and Thursdays, but by greater magnitudes. Programs like Desperate Housewives and Grey’s Anatomy strengthened their already impressive activity levels, while new shows like Don’t Trust The B---- in Apt 23 and Revenge also commanded high activity levels. These factors combined to increase broadcast primetime social activity on ABC by 181%.
Desperate Housewives & Once Upon a Time Scandal & Grey's Anatomy

ABC Social Activity: 2011 vs. 2012
Don't Trust the B---- & Revenge Modern Family & Revenge Once Upon a Time Grey's Anatomy & Scandal 2011 TOTAL 2012 TOTAL

180000 160000 140000 120000 100000 80000 60000 40000 20000 0

CBS Social activity around CBS programming was up in general, and How I Met Your Mother in particular contributed to the 224% social increase around the network’s broadcast primetime lineup. However, the greatest gains in social can be attributed to CBS’s broadcast of tent pole events The Academy of Country Music Awards (4/1/12), and The NCAA Men’s Basketball Championship Game (4/2/12). FOX FOX’s increase in broadcast primetime activity is not as attributable to new social programming as it is to an increased level of activity surrounding existing, already social shows. For example, Glee and American Idol both experienced higher activity levels across air-dates. An interesting point would be The Simpsons’ social performance on April Fool's Day (4/1/12), which occurred organically through users, and provided the network its highest broadcast primetime activity levels for the month. NBC
350000 600000 500000 400000 300000

NCAA Men's Basketball Championship Game (1.2M)

CBS Social Activity: 2011 vs 2012

ACMA's The Big Bang Theory

200000 100000 0

How I Met Your Mother

How I Met Your Mother

How I Met Your Mother

The Big Bang Theory

2011 TOTAL

2012 TOTAL

The Simpsons (860K)
500000 400000 300000 200000 100000 0

FOX Social Activity: 2011 vs 2012
Glee The Simpsons & Family Guy American Idol

Glee
2011 TOTAL 2012 TOTAL

NBC Social Activity: 2011 vs 2012
300000 The Voice The Voice

Two words explain NBC’s 286% broadcast primetime increase: The Voice. This social monster airs twice a week (Mondays and Tuesdays), and helped the network earn the greatest primetime social gain of any broadcast network. While NBC's Thursday lineup did contribute, particularly in conversation surrounding Community and The Office, The Voice was the real driver to the network's year-over-year success. CW The CW network saw its social activity surrounding broadcast primetime increase by 212%. Veteran programs One Tree Hill, Gossip Girl, and The Vampire Diaries contributed most to this; however, newcomer The Secret Circle also had a significant impact on Thursday social levels.

The Voice
The Voice Community& The Office

250000
200000 150000

The Voice Community & The Office

Community & The Office
2011 TOTAL

100000
50000 0

2012 TOTAL

CW Social Activity: 2011 vs 2012
250000 200000 150000 100000 50000 0 One Tree Hill

The Vampire Diaries & The Secret Circle Gossip Girl

The Vampire Diaries & The Secret Circle

2011 TOTAL

2012 TOTAL

© 2012 Wiredset LLC. All rights reserved.

6.

Trendrr.TV is a category defining Social TV insights service enabling analytics and curation for networks, brands and agencies. Trendrr.TV works with leading television networks, media and publishing companies. Our service is used by over half of the top 50 rated networks. For more information please contact the appropriate party listed below.

Contact Us
Mark Ghuneim
CEO Co-Founder mark@wiredset.com 212 242 3400 x121 @markghuneim

Tom Donohue
President Co-Founder tom@wiredset.com 212 242 3400 x122 @donohue

Alex Mann
Director of Trendrr alex@trendrr.com 212 242 3400 x124 @trendrr

Alex H. Nagler
Business Development nagler@trendrr.com 212 242 3400 x128 @nagler

Wiredset / Trendrr 425 West 13th St., Suite 504 New York, NY 10014 +1 212 242 3400

@trendrr @wiredset

© 2012 Wiredset LLC. All rights reserved.

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