The Top 10 Fall TV shows of 2013 were assessed by two measures: online social chatter as measured on Facebook, and offline word of mouth about television as measured by Keller Fay’s TalkTrack®. A 0.73 correlation was found between the two methods, with instructive differences based upon demographics, genre, and high-interest episodes. Responses to specific popular programs such as Dancing with the Stars, Glee, The Big Bang Theory, and Scandal were analyzed.

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Total TV Chatter:
Social TV Meets Word-of-Mouth
Brad Fay
COO
Keller Fay Group
Eurry Kim
Researcher
Facebook
Patrick Kemp
Marketing Effectiveness
Researcher
Facebook
Matt Phillips
Account Director
Keller Fay Group

2. Facebook & Keller Fay
Where Social Chatter Meets Word of Mouth

3. True Detective

4. Measuring Social TV on Facebook

5. Public information about TV
shows is leveraged to
classify content on
Facebook

6. People can declare on
Facebook that they are
watching a TV show

7. People make ample use of
#s to amplify and classify
their own content

8. Measuring Social TV Offline

9. Keller Fay Group’s method of measuring all WOM
• Keller Fay Group’s TalkTrack®, a continuous, national
syndicated survey measuring word of mouth in all
forms – face-to-face, phone, and online.
• Involves 36,000 consumers annually, yielding
approximately 360,000 mentions of brands spread
evenly through the year.
• Respondents representative of US population aged
13 to 69; they use diary to track brand conversations,
then complete online survey to gather information
about conversations.
Face-to-Face
76%
Phone
13%
Online
9%
Other
2%
Mode of Conversations
Across All Categories

10. Over half of Americans talk about
media/entertainment at least once per day
57%
51%
45%
40%
39%
38%
33%
32%
31%
26%
25%
25%
24%
19%
14%
Food/Dining
Media/Entertainment
Beverages
Sports/Recreation/Hobbies
Technology
Retail/Apparel
Health/Healthcare
Telecommunications
Automotive
The Home
Personal Care/Beauty
Financial
Household Products
Travel Services
Children
% of People Having at Least 1 Daily Conversation in Category
© 2014 Keller Fay Group, Source: TalkTrack® 2013
TV 54%
Movies 23%
Online Media 9%
Other 15%

11. TV show WOM peaked at beginning
of 2013 fall TV season
0%
1%
2%
3%
4%
5%
% of All Brand Mentions
(Rolling 4 Week Avg.)
TV Shows TV Networks Mid-season
premieres/ finales of
The Walking Dead,
Duck Dynasty,
The Bachelor and
The Bible
Period of Analysis
© 2014 Keller Fay Group, Source: TalkTrack® 2012 - 2013
2012 Fall
premieres
2013 Fall
premieres

12. Top 10 Shows
Source: Keller Fay TalkShare, Facebook 2013

13. Rank correlation of shows as
measured by Keller Fay and Facebook

14. The Reality of Social TV Chatter
Of those who engage in Social TV chatter, most talk about reality TV
Source: Keller Fay TalkShare, Facebook 2013

15. Women engage in more social TV chatter
Consistent across Facebook and offline
Source: Keller Fay TalkShare, Facebook 2013

16. Online Social TV Chatter is Younger
Word of mouth conversations capture older demographics
Source: Keller Fay TalkShare, Facebook 2013

17. Glee
Source: Keller Fay TalkShare, Facebook 2013

18. Glee
Source: Keller Fay TalkShare, Facebook 2013

19. Glee
Facebook Chatter

20. Dancing with the Stars
Source: Keller Fay TalkShare, Facebook 2013

21. Dancing with the Stars
Source: Keller Fay TalkShare, Facebook 2013

22. The Big Bang Theory
Source: Keller Fay TalkShare, Facebook 2013

23. The Big Bang Theory
Source: Keller Fay TalkShare, Facebook 2013

24. Scandal
Source: Keller Fay TalkShare, Facebook 2013

25. Scandal
Source: Keller Fay TalkShare, Facebook 2013

26. Scandal
Facebook Chatter

27. Key Points
• TV is highly social, online and offline
• Online and offline show similarities
• Differences are instructive
• Demographics
• Genre
• High-interest episodes
• Value in integrating online/offline insights

28. Continue the conversation…
> @kellerfay
> @eurryPlot
> @The_ARF
> #ARFRETHINK14
> Talk to us face-to-face

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