Audiencing Through Social Media: A Brief Overview

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Presented at the Australasian Audience Research Symposium, University of New South Wales, 23 April 2014

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Audiencing Through Social Media: A Brief Overview

  1. 1. Audiencing Through Social Media: A Brief Overview Darryl Woodford, Katie Prowd & Axel Bruns
  2. 2. INTRODUCTION • Social Media Audiences & The Australian Twittersphere • Prequel: Big Brother US • Brief outline of Sabermetric approaches • Excitement Index • From US to Australia (or chasing the $$$) • The HypometerTM • Sequel: Work in progress • Caveat: Some questions we can’t answer
  3. 3. BIG BROTHER USA “Receiving a message from a highly followed individual is a status symbol in itself.” (Marwick & Boyd, 2011, p. 139) Boyd Quote To See and Be Seen: Celebrity Practice on Twitter. (2011). Convergence 17(2), p. 139-158
  4. 4. BIG BROTHER USA VS AU (AUDIENCE) • In US, for Big Brother (& shows generally), there is little correlation between viewers and tweets. • In Australia, for Big Brother and other shows in our one- week pilots, high correlation between viewer count and tweets. • Highlights that applying US models to Australia is not possible
  5. 5. NIELSEN SOCIALGUIDE TWITTER RATINGS
  6. 6. NIELSEN SOCIALGUIDE TWITTER RATINGS Cable Channel vs Major Network?
  7. 7. NIELSEN SOCIALGUIDE TWITTER RATINGS Cable Channel vs Major Network? Why is having more followers the important statistic? (Follower counts are problematic)
  8. 8. BUT ALSO Cable Channel vs Major Network? Why is having more followers the important statistic? (Follower counts are problematic) 2.5 hour special 1 hour show
  9. 9. SABERMETRICS
  10. 10. BASIC VS ADVANCED METRICS From ERA to xERA: Includes factors under pitchers control (hits, walks etc) other than Earned Runs.. From xERA to FIP: Accounts for the shortcoming of fielders beyond a scorers adjudication of errors. Weighted Tweet Index: Accounts for factors unrelated to the show itself: network, day, month, etc.. Replacement Value: Just as a ‘free agent’ in baseball has some minimal level of performance, anything shown at 8pm on CBS or Nine will get *some* viewers.. Ratings shouldn’t start at 0 (unless it’s a Houston Astros game)
  11. 11. EXCITEMENT INDEX
  12. 12. EXCITEMENT INDEX
  13. 13. EXCITEMENT INDEX
  14. 14. SEASONAL MODELS • Blue Line represents the ratio of total viewers, Orange Line represents ratio of tweets (to season average per show). • In both one run seasons (top) and those with mid- season break (bottom), tweets are highly exaggerated version of traditional ratings model. • In other words: Users tweet much more around premieres & finales than regular shows. Metrics must account for this.
  15. 15. FROM US TO AUSTRALIA (CHASING THE $)
  16. 16. FROM US TO AU 310 million 22 million
  17. 17. FROM US TO AU US Networks
  18. 18. FROM US TO AU AU Networks
  19. 19. FROM US TO AU “While our products have always included data from multiple social media services, the reality is that Twitter is the platform where the overwhelming majority -– about 95% – of public real- time engagement with TV happens.” -- Bluefin Our Australian pilot study has shown Twitter and Facebook are closer to 53.49% and 46.51% respectively.
  20. 20. SOME ARE WORSE THAN OTHERS...
  21. 21. PILOT RESULTS
  22. 22. 42.6% 67.4% 27.7% 72.3% 10.0% 90.0% PILOT STUDY RESULTS
  23. 23. 91.5% 8.5% 62.4% 37.6% 56.7% 43.3% PILOT STUDY RESULTS
  24. 24. CONNECTING THE DOTS Seasonal Models SabermetricsBig Brother US Excitement Index Australia
  25. 25. THE HYPOMETERTM
  26. 26. FUTURE DEVELOPMENTS • HypometerTM (s) - Movies, Politics, Sport… • Computation modeling - Patrik Wikstrom - How do we model TV audiences? What are the implications for different actors? • What is the value of a Facebook ‘Like’? More than a favorite, less than a retweet? • Increasing integration of external data: Ratings, TV Listings etc.
  27. 27. Questions?

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