0
Television Gets SocialRadha SubramanyamSVP Nielsen and NM Incite             @radhas2                                   @n...
The consumer decision journey has evolved                                                             2           Copyrigh...
Social media use is largely driven by real world connections and thedesire to view / contribute reviews of products / serv...
For many, social media is a daily activity How often do consumers engage with social media?  % Social Media Users         ...
3 in 5 online consumers create review/rating content about productsand services online                                    ...
Platform preferences vary significantly by product / service category    What is the preferred source for product & servic...
Who is talking about TV?                                        General Online Population               Social Media Popul...
What do viewers talk about?                                 Winning                                                       ...
When does TV buzz happen?            20%                                                                                  ...
When does TV buzz happen? (cont‟d)            12%            10%                                                          ...
11Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Facebook‟s prioritizes posts containing rich mediacontent in Newsfeed rank Facebook’s EdgeRank algorithm                  ...
Buzz grows over a show‟s season                              Premiere                              Mid-Season             ...
Buzz and ratings more correlated for younger demos Persons Females   Males           Low                                  ...
Model overview                                                                                                            ...
When is buzz aligned with TV ratings?                                                  18-34                             3...
Among M18-34s, Cable programs are more impacted by Buzz thanbroadcast. W18-34 see equal impact in broadcast and cable     ...
Returning series are more impacted by Buzz thannew shows                         0.45                         0.40Buzz Imp...
Four weeks prior to a show premiere…                                           A    9%           increase IN BUZZ VOLUME  ...
How does genre change buzz‟s relationship withpremiere ratings?Buzz relationship to ratings                               ...
Two weeks prior to a midseason episode…                                      A  14%                    increase IN BUZZ VO...
Midseason relationship weaker                     Premiere                     Midseason   TV Ratings                     ...
Two weeks prior to a show finale…                                     A  14%              increaseIN BUZZ VOLUME          ...
Finale relationship similar to midseason               Premiere               Midseason               FinaleTV Ratings    ...
For a show premiere, more buzz is needed to impact 35-49 ratings                                                          ...
However during mid season, impacts 35-49ratings more                                                                      ...
And the Finale demonstrates the same patternas Mid-Season                                                                 ...
What about Twitter?                                                         28        Copyright © 2011 NM Incite. Copyrigh...
Twitter‟s relationship with Ratings strengthens  close to time of airStrength of Relationship Between Ratings and Twitter ...
Importance of different forms of Social Media            varies through the lifecycle of a premiere            0.58       ...
Looking forward…                                                                                        Show Level        ...
SolutionsFor Media Companies                                                         32        Copyright © 2011 NM Incite....
TV + Social Analytic SolutionsOur new Analytic suite helps media companies and other clientgroups understand the impact of...
TV and Social Advisory servicesOur new Advisory suite helps media companies drive Socialstrategies to augment TV.•   What ...
SolutionsFor Agencies and Advertisers                                                          35         Copyright © 2011...
Services for Agencies and Advertisers•   Measure Impact of Paid-Owned-Earned media•   Use TV-Social insights to optimize m...
Thank You     @Radhas2For more information, check out:    State of the Media: The Social Media Report Q3 2011    http://ww...
Upcoming SlideShare
Loading in...5
×

TV Viewers Get Social NIELSEN MEDIA

1,431

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,431
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
77
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "TV Viewers Get Social NIELSEN MEDIA"

  1. 1. Television Gets SocialRadha SubramanyamSVP Nielsen and NM Incite @radhas2 @nielsenwire #socialTV @nmincite 1 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  2. 2. The consumer decision journey has evolved 2 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  3. 3. Social media use is largely driven by real world connections and thedesire to view / contribute reviews of products / services What is social media used for? More Females % Social Media Users Ever Doing Activity More Males Family / Friends Lifestyle / Entertainment Family Contact 89 Entertainment 67 Find/Maintain Old Friends 88 Creative Outlet 64 Find New Friends 70 Gaming 47 “How To” Info 45 Products / Services Men are more likely to Follow Celebrities 35 use social media for Read Consumer Feedback 66 careers / networking, and Dating 16 dating – while women Learn about Products use social media for a 60 creative outlet, for Get Coupons, Promos Career / Networking coupons/promos and to 58 give positive feedback Give Positive Feedback 54 Business Contact 48 Give Negative Feedback 51 Find a Job 28 Source: NM Incite – The State of Social Media Survey, 2011 3 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  4. 4. For many, social media is a daily activity How often do consumers engage with social media? % Social Media Users Daily Weekly Monthly or Less Family Contact 38 31 20 Old Friends (maintain/find) 27 27 34 Entertainment 25 22 21 Gaming 20 13 14Hearing Positive/Negative Experiences 15 26 25 Money Incentives 14 23 22 Creative Outlet 11 20 33 New Friends 11 17 41 Complimenting Brands 9 18 27 Learning About Brands/Services 9 22 29 Expressing Concerns About Brands 8 18 25 Finding “How to” or Self-help Info 8 16 21 Business Contact 8 14 27 Following Celebrities 6 11 19 Job Finding 6 8 14 Dating 3 4 8 Source: NM Incite – The State of Social Media Survey, 2011 4 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  5. 5. 3 in 5 online consumers create review/rating content about productsand services online Additional % that consumeWhat type of review / rating content is created online? online reviews / ratings2% Social Media Users1 Restaurants 30 26 60 Home electronics 24 20 Food/beverages 23 24 Entertainment 22 33 Travel/leisure 19 28 Appliances 16 16 Automobiles 14 21 Clothing/fashion 12 22 Beauty/cosmetics 11 Creation of content 20 about toys, jewelry Financial/Banking 8 and baby care is 19 concentrated– far more people 22 Toys 7 consume this% that create online content vs. creating 23 Jewelry/accessories 6 reviews Baby care 5 16 Note:1) % respondents that have reviewed/rated and/or shared content about products/services online Source: NM Incite – The State of Social Media Survey, 2011 5 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.
  6. 6. 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 Financial /banking Baby Care Beauty/cosmetics Jewelry/accessories Restaurants ToysPreference Automobiles Clothing/fashion for Social Media Appliances Food/beverages Sources1 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 6 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.
  7. 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% Source: Nielsen NetView and NM Incite 7 *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.
  8. 8. What do viewers talk about? Winning 14% Entertaining 11% Funny 10% Physical Attractiveness 9% Fans 9% Romance 8% Voting 6% Writers/Creators 6% Judging 6% Drama 6% 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. 8 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  9. 9. When does TV buzz happen? 20% 17% 17% 16% 15% 15% 14% 11%% of Buzz 10% 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 9 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  10. 10. When does TV buzz happen? (cont‟d) 12% 10% 9.5% 9.3% 9.1% 9.1% 8.7% 8.6% 8.6% 8% 7.6% 7.8% 7.4% 7.5%% of Buzz 6.8% 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 10 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  11. 11. 11Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  12. 12. Facebook‟s prioritizes posts containing rich mediacontent in Newsfeed rank Facebook’s EdgeRank algorithm Hierarchy of “edge type” importance: 1. Photo/Video 2. Links 3. Status updates Source: Facebook; thenextweb.com 12 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  13. 13. Buzz grows over a show‟s season Premiere Mid-Season Finale Reality Non- competition Buzz Volume Comedy Drama Reality Competition 13 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  14. 14. Buzz and ratings more correlated for younger demos Persons Females Males Low High Correlation (r) 14 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  15. 15. Model overview Buzz Data Source: 150 million+ Buzz Volume social media sites Msg/Source N= 250 TV shows Authors AdSpend Prior Episode TV Ratings Prior Season TV Ratings Genre Broadcast/Cable TV Ratings New/Old 15 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  16. 16. 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 16 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  17. 17. Among M18-34s, Cable programs are more impacted by Buzz thanbroadcast. 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 Broadcast Males 18-34 Females 18-34 Nots: Buzz is significant at p<=0.05 for all models. R2=0.4 17 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  18. 18. Returning series are more impacted by Buzz thannew shows 0.45 0.40Buzz Impact on Ratings 0.35 0.30 0.25 0.20 0.15 0.10 0.05 0.00 New Returning Males 18-34 Females 18-34 Note: Buzz is significant at p<=0.05 for all models. R2=0.4 18 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  19. 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 19 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  20. 20. How does genre change buzz‟s relationship withpremiere ratings?Buzz relationship to ratings Reality: Reality: Comedy Drama Competition Non Competition Males 18-34 Females 18-34 Note: Buzz is significant at p<=0.05 for all models. R²=0.4 20 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  21. 21. 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 21 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  22. 22. Midseason relationship weaker Premiere Midseason TV Ratings Buzz Volume Ratings for people 18-34 years 22 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  23. 23. Two weeks prior to a show finale… A 14% increaseIN BUZZ VOLUME CORRESPONDS TO A 1% increaseIN RATINGS Ratings for people 18-34 years old 23 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  24. 24. Finale relationship similar to midseason Premiere Midseason FinaleTV Ratings Buzz Volume Ratings for people 18-34 years 24 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  25. 25. For a show premiere, more buzz is needed to impact 35-49 ratings • Persons 18-34: A 9% increase in buzz volume Premiere: Persons 18-34 corresponds to a 1% Premiere: Persons 35-49 increase in ratingsTV Ratings • Persons 35-49: A 16% increase in buzz volume corresponds to a 1% increase in ratings Buzz Volume 25 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  26. 26. However during mid season, impacts 35-49ratings more • Persons 18-34: A 14% increase in buzz volume Midseason: Persons 18-34 corresponds to a Midseason: Persons 35-49 1% increase in ratingsTV Ratings • Persons 35-49: A 10% increase in buzz volume corresponds to a 1% increase in ratings Buzz Volume 26 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  27. 27. And the Finale demonstrates the same patternas Mid-Season • Persons 18-34: 14% increase in buzz volume Finale: Persons 18-34 corresponds to a 1% increase in Finale: Persons 35-49 ratings TV Ratings • Persons 35-49: A 10% increase in buzz volume corresponds to a 1% increase in ratings Buzz Volume 27 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  28. 28. What about Twitter? 28 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  29. 29. Twitter‟s relationship with Ratings strengthens close to time of airStrength of Relationship Between Ratings and Twitter Volume (%) -4 Weeks -1 Week Day Of Time Relative to Premiere Episode Airing 29 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  30. 30. Importance of different forms of Social Media varies through the lifecycle of a premiere 0.58 Buzz Buzz 0.57 (Boards, Blogs, Groups) (Twitter Only) 0.56Model 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 30 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  31. 31. Looking forward… Show Level Effectiveness of Promos TV driving Buzz Cume Product? 31 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  32. 32. SolutionsFor Media Companies 32 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  33. 33. TV + Social Analytic SolutionsOur new Analytic suite helps media companies and other clientgroups understand the impact of social media on TV ratings.  Measures correlation between buzz and television ratings for Key individual channels and programsBenefits  Competitive benchmarking of Buzz and Ratings  Enables clients to understand impact of social media by audience demographic. 33 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  34. 34. TV and Social Advisory servicesOur new Advisory suite helps media companies drive Socialstrategies 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? 34 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  35. 35. SolutionsFor Agencies and Advertisers 35 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  36. 36. Services for Agencies and Advertisers• Measure Impact of Paid-Owned-Earned media• Use TV-Social insights to optimize media spend 36 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  37. 37. Thank You @Radhas2For 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 37 Copyright © 2011 NM Incite. Copyright © 2011 The Nielsen Company. Confidential and proprietary.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×