Understanding the Relationship Between Social Media and TV Viewership


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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Understanding the Relationship Between Social Media and TV Viewership. The presentation used a case study on the World cup to present findings. Presenters included, Jon Gibs-SVP at The Nielsen Company & David Coletti-VP at ESPN.

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Understanding the Relationship Between Social Media and TV Viewership

  1. 1. Understanding the RelationshipBetween Social Media andTV ViewershipA World Cup Case StudyJon Gibs David ColettiSVP VPThe Nielsen Company ESPN
  2. 2. Background Remember when the Internet was supposed to kill off TV? “The Internet is our friend, not our enemy”
  3. 3. ProblemsA basic assumption, but no proof• Does social media impact TV viewership?• Does social media impact online media consumption?• How can we measure if it does?
  4. 4. Methodology Research Need Nielsen Solution Who was exposed to online buzz Nielsen buzz reach of World Cup about the World Cup? Buzz exposures How did this group access and Custom survey fielded to output watch all other World Cup of buzz reach content? Is there a connection between Test-control survey design and exposure to World Cup Buzz and behavioral analysis of survey other World Cup viewing habits? respondents
  5. 5. Using Buzz Reach to Measure Social Media Exposure How many people read posts containing discussion about the World Cup? How many posts did they read? What is their demographic profile?1 2 BuzzMetrics: Identifies all pages Use Nielsen Online meter to containing World Cup Buzz identify visitors to relevant pages http://cardiscussion.blogspot.com/pacer http:// townhalltalk.edmunds.com/thread 99988632/index.htm/?p2 http://www.amcfans.com/2008/09/01/pacers_ are _great.html http://www.carfanatic.com/coolest_classic_ cars.htm http:// forums.cartalk.com/thread/5469912
  6. 6. Control Development• We only considered panelists exposed to World Cup Buzz during the month of the World Cup Tournament and two months prior to the event (April 11, 2010 – July 11, 2010)• This allowed for an exposed cell of 803 respondents• A control cell of 872 respondents was created, with age, gender, income, and time spent online being the control factors – The data was further weighted to be representative of the online sports category – The two cells were also balanced by degree of soccer fandom (one of the prompts in the questionnaire)
  7. 7. Cell Design: Without FacebookAugmentation is RequiredUsed/Did Not Use Facebook for WC is derived from the responseto the question “Did you use social media services to read or talkabout the 2010 World Cup?” Exposed to World Cup Buzz, N=131 Used Facebook for WC Not Exposed to World Cup Buzz, N=107 Used Facebook for WC Exposed to World Cup Buzz, N=145 Did Not Use Facebook for WC Not Exposed to World Cup Buzz, N=237 Did Not Use Facebook for WC
  8. 8. Is Facebook Exposure Indicative of Use, or AreBlog Readers Who Don’t Read Facebook Odd?Q: How often would you say you looked for any World Cupcontent (including highlights, news, analysis, and live games) onTV, the Internet, or a mobile device during the 2010 World Cup? Exposed & Unexposed & Exposed & Did Unexposed & Used FB Used FB Not Use FB Did Not Use FB Everyday 57% 43% 10% 27% 3-5 Times per Week 23% 40% 20% 7% Once or Twice per Week 12% 8% 33% 36% Once or Twice Over the 8% 9% 31% 23% Course of the Tournament Never 0% 0% 7% 7%Source: Nielsen Custom Survey
  9. 9. A More Detailed View ShowsSimilar TrendsQ: About how many live World Cup games would you sayyou viewed at least five minutes of during the 2010 WorldCup Tournament? Weighted Average Number of Matches Viewed 15.0 15.7 10.0 7.3 Exposed & Unexposed & Exposed & Unexposed & Used FB Used FB Did Not Use FB Did Not Use FBSource: Nielsen Custom Survey
  10. 10. Social Users Are More Likely to ViewOut of HomeQ: Where did you watch live World Cup games? Exposed & Used FB Unexposed & Used FB Exposed & Did Not Use FB Unexposed & Did Not Use FB 41% 36% 34% 34% 25% 19% 19% 21% 21% 18% 13% 7% At Work At a Friend or Family At a Public Location Members House (Bar, Restaurant, Etc.)Source: Nielsen Custom Survey
  11. 11. Not Surprisingly, Social Users Are MoreLikely to View OnlineQ: Which of the following platforms did you use to watch liveWorld Cup games? Exposed & Used FB Unexposed & Used FB Exposed & Did Not Use FB Unexposed & Did Not Use FB 80% 80% 73% 65% 67% 55% 56% 52% 41% 15% 14% 16% 9% 4% 1% 2% ESPN TV ABC TV ESPN3.com ESPN Mobile But when the weekend matches were only available on ABC, not ESPN Digital, these same viewers were the most likely to watchSource: Nielsen Custom Survey
  12. 12. Social Media Also is Not Detracting from How They Access Traditional Sports Sites Q: Did your use of social media during the World Cup make you more or less likely to watch live World Cup news, highlights, or information on traditional sports media websites? Exposed & Used FB Unexposed & Used FB 37% 35% 34% 32% 32% 26% 2% 1% 0% 0%Much More Likely Somewhat More Did Not Change Somewhat Less Much Less to Access Likely to Access Likelihood to Access Likely to Access Likely to Access Source: Nielsen Custom Survey
  13. 13. Half of Those That Used Social Media for the World CupDid So on a Mobile Device, Almost Always in the Course ofWatching a Live MatchQ: Did you ever use any social Q: Did you use any socialmedia services to read and media services on a mobiletalk about the World Cup on device while watching a livea mobile device? World Cup game? 7% 49% 51% 93% Yes NoSource: Nielsen Custom Survey
  14. 14. Conclusions• Blog and board consumption is not enough, Facebook use is critical to understanding the impact on TV• Users of Facebook for World Cup social media were more likely to be heavy consumers of traditional World Cup content than were users of blogs and boards only – Facebook seems to provide users with more of a direct, active connection with content, while interaction with blogs/boards is more casual or passive• Heavier World Cup social media users (both Facebook & blogs) were more likely to access live matches somewhere other than the Home TV (ESPN3, ESPN Mobile, Out-of-Home TV)
  15. 15. Next Steps• Use Facebook polling tools to better understand use and exposure• Look at less “buzzworthy” events• Develop correlations outside of survey test and control looking at Twitter and other sources
  16. 16. Looking at Averages Over Longer PeriodLength Leads to Stronger Relationships 1000 900 800 R2 = 0.6305 R2 = 0.5297 R2 = 0.8945 700 Sheen Tweets 600 500 400 300 200 Ratings Minute-by-Minute 5 Minute Averages 10 Minute Averages Linear (Minute-by-Minute) Linear (5 Minute Averages) Linear (10 Minute Averages)Source: Nielsen Minute By Minute/Twitter Volume
  17. 17. Thanks!Q&A