Your SlideShare is downloading. ×
0
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Stratt lerner
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Stratt lerner

878

Published on

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

No Downloads
Views
Total Views
878
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
21
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  1. TV Gets Social: A Look at the Data Behind the Screens<br />Nina Stratt Lerner@nmincite<br />August 20, 2011<br />
  2. Perhaps you are wondering…<br /><ul><li>How do TV ratings and online conversation relate?
  3. Is buzz a leading indicator of TV ratings?
  4. Does the relationship change during the season?
  5. Where does impactful buzz take place?
  6. How does ad spend change the relationship?</li></li></ul><li>Buzz grows over a show’s season<br />Premiere<br />Mid-Season<br />Finale<br />Buzz Volume<br />
  7. Blogs & boards dominate the conversation<br />Premiere<br />Mid-Season<br />Finale<br />Buzz Volume<br />
  8. Buzz and ratings more correlated for younger demos<br />Persons<br />Females<br />Males<br />Correlation (r) <br />High<br />Low<br />
  9. A strong relationship exists for buzz & broadcast ratings <br />TV Ratings<br />Buzz Volume<br />
  10. Model Overview<br />Buzz Data Source: 150 million+ social media sites<br />N= 250 TV shows<br />TV Ratings<br />
  11. When is buzz a leading indicator of TV ratings?<br />Buzz is significant at p<=0.05. R2 ranges between 0.5 and 0.9<br />
  12. What influences premiere ratings?<br />Positive<br />Negative<br />Variables are significant at p<=0.05 R2 =0.6<br />
  13. Four weeks prior to a show premiere…<br />A16%<br />increaseIN BUZZ VOLUME<br />YIELDS A 1%<br />increaseIN RATINGS<br />
  14. Ratings exponentially increase with buzz<br />
  15. Stronger relationship for P18-34 than P2+<br />
  16. How does genre change buzz’s relationship with premiere ratings?<br />Buzz impact on Ratings<br />Buzz is significant at p<=0.05 for all models. R2=0.4<br />
  17. Facebook adds explanatory power<br />
  18. What influences midseason ratings?<br />After controlling for prior ratings, buzz is a significant explanatory variable of future ratings.<br />Positive<br />Negative<br />Variables are significant at p<=0.05 R2 =0.98<br />
  19. Two weeks prior to a midseason episode…<br />A22%<br />increaseIN BUZZ VOLUME<br />YIELDS A 1%<br />increaseIN RATINGS<br />
  20. Remember…<br />
  21. Midseason relationship weaker<br />
  22. How does the impact of buzz vary throughout midseason?<br />Buzz impact on Ratings<br />month 1 month 2 month 3 month 4 month 5 month 6+<br />Time<br />
  23. What influences finale ratings?<br />Across 220 shows analyzed, an 850 message increase in buzz has 40% more influence on determining finale ratings than a $1M dollar increase in ad spend.<br />Positive<br />Negative<br />Variables are significant at p<=0.05 R2 =0.96<br />
  24. Two weeks prior to a show finale…<br />A12%<br />increaseIN BUZZ VOLUME<br />YIELDS A 1%<br />increaseIN RATINGS<br />
  25. Finale relationship the strongest<br />
  26. Where does impactful buzz take place?<br />
  27. Buzz impact remains consistent, regardless of ad spend<br />Buzz Impact on Ratings<br />
  28. Looking Forward…<br />Who could have the next big hit on TV?<br />Where might the ratings soar?<br />Online buzz can provide meaningful insight into future TV success.<br />
  29. Thank You!<br />Nina Stratt Lerner<br />Research Manager, Measurement Science<br />nina.lerner@nielsen.com<br />

×