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Social TV for Sports Media Marketers

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Sports: A Driving Force of Social TV. Presented at the Sports Media Marketing Summit in November 2011, by Bluefin Labs CEO Deb Roy.

Sports: A Driving Force of Social TV. Presented at the Sports Media Marketing Summit in November 2011, by Bluefin Labs CEO Deb Roy.


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  • Transcript

    • 1. Sports: A Driving Force of Social TVNow, learn how to take advantage of itDeb RoyCo-founder and CEOBluefin Labsdkroy@bluefinlabs.com
    • 2. People Have Always TalkedAbout TV
    • 3. Now, It Can Be Measured & Analyzed at Scale 20M People engaged in Social TV activity (YTD) Social TV record: Measurable and easily viewed, via Bluefin 8,868 Tweets per second
    • 4. Sports Is a Driving Force in Social TV We’ve highlighted sports broadcasts to make a basic point: As much as everyone talks about the Twittery triumph of certain high-profile TV series, sports broadcasts are massively social. – Advertising Age August 2011 Bluefin Labs Proprietary and Confidential 4
    • 5. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15MTV VMAs Super Bowl XLV Academy BET Awards CMA Awards Western GOP Grammy Awards Royal Wedding Emmy Awards World Series 2011 NBA Finals Countdown to Your Money, State of the Presidential(MTV) (FOX) Awards (ABC) (BET) (ABC) Debate (CNN) (CBS) (Multiple) (FOX) (FOX) (ABC) the Emmys Your Vote: The Union Address (FOX) Republican (CNBC) (Multiple Presidential Networks) Debate (CNBC)16 17 18 19 20 21 22 23 24 25 26 27 28 29 30NFL Football 2011 Stanley NFL Football NFL Football CNN Tea Party The X Factor 2011 French Glee GOP Debate at 2011 Stanley NFL Football The Comedy The 2011 Kims Fairytale Black Girls(NBC) Cup Final (FOX) (ESPN) Republican (FOX) Open Tennis (FOX) Ronald Reagan Cup Final (ABC) Central Roast Billboard Music Wedding: A Rock! (NBC) Debate (NBC) Presidential (VERSUS) (COMEDY) Awards Kardashian (BET) (CNN) Library (ABC) Event (MSNBC) (E!)31 32 33 34 35 36 37 38 39 40 41 42 43 44 45NFL Football NBA Basketball Presidential The Voice 2011 Jersey Shore 2011 Wimbledon Ghost Hunters The Game The 2011 Miss NBA Basketball College Football 2011 MLB All- The Walking 137th Kentucky(CBS) (ABC) Debate (NBC) Indianapolis 500 (MTV) Championships Halloween Live (BET) Universe (TNT) (CBS) Star Game Dead Derby (FOX News) (ABC) (NBC) (SYFY) Pageant (FOX) (AMC) (NBC) (NBC)46 47 48 49 50 51 52 53 54 55 56 57 58 59 60Pretty Little Liars MLB Baseball Basketball New Girl The Real MLB Baseball American Horror The Bad Girls 2011 Wimbledon Single Ladies WWE Monday White House Beyond Scared 2011 U.S. Open Jersey Shore(ABC Family) (TBS) Wives (FOX) Housewives of (TNT) Story Club Championships (VH1) Night RAW Correspondents Straight Tennis After Hours (VH1) Atlanta (FX) (OXYGEN) (ESPN2) (USA) Dinner (A&E) (CBS) (MTV) (BRAVO) (MSNBC)61 62 63 64 65 66 67 68 69 70 71 72 73 74 75American Idol Dancing With The Celebrity 136th The Fab Five Beavis and NBA Basketball True Blood Basketball The The Vampire Scream Awards Terra Nova Two and a Half MLB Baseball(FOX) the Stars Apprentice Preakness (ESPN) Butt-head (ESPN) (HBO) Wives LA Bachelorette Diaries 2011 (FOX) Men (FOX) (ABC) (NBC) Stakes (MTV) (VH1) (ABC) (CW) (Spike) (CBS) (NBC)76 77 78 79 80 81 82 83 84 85 86 87 88 89 90Jeff Dunham: BET Hip Hop Teen Wolf Gossip Girl HawthoRNe The Sing-Off Once Upon a The 38th Annual So You Think BET Honors 2011 French Miss World 2011 Law & Order: Pan Am Bachelor PadControlled Awards 2011 (MTV) (CW) (TNT) (NBC) Time Daytime Emmy You Can Dance (BET) Open Tennis (E!) Special Victims (ABC) (ABC)Chaos (BET) (ABC) Awards (FOX) (ESPN2) Unit(COMEDY) (CBS) (NBC)91 92 93 94 95 96 97 98 99 100 101 102 103 104 1052011 Home Run Grimm Dexter Greys Anatomy Big Brother Mobbed Supernatural Project Runway Teen Mom Sons of Anarchy UFC Fight Night The Playboy Hell on Wheels The Next Iron Saturday NightDerby (NBC) (Showtime) (ABC) (CBS) (FOX) (CW) (Lifetime) (MTV) (FX) Live Club (AMC) Chef Live(ESPN) (Spike) (NBC) (FOOD) (NBC)106 107 108 109 110 111 112 113 114 115 116 117 118 119 1202011 U.S. Open Modern Family Workaholics College Football Fringe Sunday Best Criminal Minds NASCAR 2011 Tour de Khloe and Randy Jackson 2011 U.S. Open The Secret Desperate CastleGolf (ABC) (COMEDY) (ABC) (FOX) (BET) (CBS) Racing France Lamar Presents: Tennis Circle Housewives (ABC)Championship (FOX) (VERSUS) (E!) Americas Best (ESPN2) (CW) (ABC)(NBC) Dance Crew (MTV)121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 The Bachelor The Real World Psych 143rd Belmont Breaking Bad Allen Gregory The 46th Annual The Glee 2011 NCLR Tosh.0 Awkward. Survivor: South Your Money, Boardwalk Family Guy(ABC) (MTV) (USA) Stakes (AMC) (FOX) Academy of Project ALMA Awards (COMEDY) (MTV) Pacific Your Vote Empire (FOX) (NBC) Country Music (OXYGEN) (NBC) (CBS) (CNBC) (HBO) Awards (CBS)136 137 138 139 140 141 142 143 144 145 146 147 148 149 150College College After the Smallville Revenge The Office 2 Broke Girls Americas Next How I Met Your MLB Baseball Make Your Mark South Park NCIS Ridiculousness 9/11: 10 YearsBasketball Basketball Runway (CW) (ABC) (NBC) (CBS) Top Model Mother (ESPN) (Disney (COMEDY) (CBS) (MTV) Later(TBS) (CBS) (Lifetime) (CW) (CBS) Channel) (CBS) Animation Drama News Special Special Comedy News Reality Sports Source: Bluefin Labs, Top 150 Social TV shows 2011 Year to Date (all dayparts, all genres)
    • 6. What is Bluefin?And how it gives sports media marketersthe competitive advantage... Confidential
    • 7. Research In Baseball Video Led To Bluefin
    • 8. Early Investors From the World of Sports Brian Bedol Jim Pallotta Jonathan Kraft Dan Gilbert
    • 9. The NFL Was Our Very First Client
    • 10. Impressions
    • 11. Impressions Expressions
    • 12. Impressions Expressions
    • 13. Comments: 423,198 Authors: 292,096
    • 14. Introducing Bluefin Signals Bluefin Signals is a web-based analytics platform for analyzing Social TV data • How much people are talking? • What they are saying? • Who is saying it?
    • 15. Finding Like Audiences 1 Friday Night Lights 236 index 2 Campus PD 206 index 3 Surviving the Cut 205 Index 4 One Man Army 204 index 5 Eastbound and Down 203 index 6 Sweet Home Alabama 193 index 7 American Hoggers 192 index 8 Franklin & Bash 186 index 9 Last Man Standing 185 index 10 Same Name 183 indexSource: Bluefin Signals (data for YTD; displaying TV programs outside of sports and sports news).
    • 16. Lifestyle Audience Segments, e.g. Sports Fans 1 Malcolm & Eddie 280 index 2 Pros vs. Joes 258 index 3 100 Greatest Hip Hop Songs 217 Index 4 The Fab Five 205 index 5 Swamp Wars 194 index 6 American Chopper: Jr vs Sr 190 index 7 In the Flow w/ Affion Crockett 190 index 8 Campus PD 183 index 9 DUB Magazine Project 187 index 10 Breakout 178 indexSource: Bluefin Signals (data for YTD; displaying TV programs outside of sports and sports news).
    • 17. Brand Audience Segments, e.g., Gatorade Gatorade (Male) • Talk & News Gatorade (Female) • Children’s & Family • RealitySource: Bluefin Signals (data for YTD; displaying TV programs outside of sports and sports news).