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SocialTV – X Factor AustraliaCase Study@OMDWord<br />
Background <br />@OMDWord wanted to see if the SocialTV phenomenon is occurring within Australia<br />This is a top line r...
MEDIA multitasking<br />
DEVICES USED TO ACCESS THE INTERNET<br />16-29 years<br />91%<br />Most people accessed the Internet from a desktop… <br /...
OWNERSHIP OF TECHNOLOGY<br />+15<br />+4<br />+4<br />+6<br />+4<br />Q Which of the following (if any) does your househol...
FORECAST OF TECHNOLOGY OWNERSHIP<br />Q Which of the following (if any) does your household currently have or intend to ac...
mEDIA CONSUMPTION & ACTIVITIES<br />+1.5 hrs<br />+0.5 hr<br />+ 0.5 hrs<br />Q: On average, how many hours per week do yo...
DAYTIME is the new prime time<br />TV<br />Daytime is new primetime for media (internet) but internet doesn’t drop dramati...
Simultaneous media consumption<br />68% of 16-29 year old internet users consume internet and TV simultaneously<br />Q: Do...
1. TV & TWITTER – CASE STUDY<br />
2. TV & TWITTER – CASE STUDY<br />
Buzz over time (week 1)<br />Monday Broadcast 2 Hrs<br />Wed Broadcast: 1hr<br />Tue Broadcast: 1hr<br />Thur Broadcast: 1...
Buzz over time v Ratings<br />2Hr show/Ave 1,319<br />Ave 1,526<br />Ave: 1,690<br />Ave: 1,403<br />First show was 2 Hour...
29th August – Break Down<br />8pm Peak: 2,066 Tweets<br />Show commences 7.35pm: 1,250 Tweets<br />7pm Home & Away, Promos...
Word Cloud<br />Introvert Extrovert<br />These keywords were trending worldwide on Wednesday night due to a flamboyant con...
Introvert/Extrovert<br />Introvert Extrovert<br />Just one contestant provided 1,264 tweets from 8pm on Wednesday and twee...
Not just twitter…<br />Over 280K additional views of the x-factor audition of Luke O’Dell in 3 days….<br />
News Headlines…<br />
Summary <br />The SocialTV phenomenon is occurring within Australia – but this is just the start <br />We provided a repor...
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Social tv – x factor australia

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Interesting insight into SocialTV in Australia

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Transcript of "Social tv – x factor australia"

  1. 1. SocialTV – X Factor AustraliaCase Study@OMDWord<br />
  2. 2. Background <br />@OMDWord wanted to see if the SocialTV phenomenon is occurring within Australia<br />This is a top line report to see buzz volumes during TV broadcast <br />The X Factor Australia promotes the use of twitter in program with questions or topics to discuss to generate buzz<br />Let’s first look at some research about simultaneous media consumption… <br />Sources: Neilsen Internet and Technology Report and OMD Antenna<br />
  3. 3. MEDIA multitasking<br />
  4. 4. DEVICES USED TO ACCESS THE INTERNET<br />16-29 years<br />91%<br />Most people accessed the Internet from a desktop… <br />Younger audiences however are more likely to have ever accessed the Internet via a laptop / netbook, mobile device or games console.<br />Games console set to grow exponentially in 2010 with introduction of PayTV/Catchup service integration <br />16-29 years<br />72%<br />16-29 years<br />28%<br />Q: From which type of device have you EVER accessed the Internet and which would you MAINLY use to access the Internet? <br />Sample: Aust. Internet users aged 16+ Neislen<br />
  5. 5. OWNERSHIP OF TECHNOLOGY<br />+15<br />+4<br />+4<br />+6<br />+4<br />Q Which of the following (if any) does your household currently have or intend to acquire in the next 12 months?:<br />
  6. 6. FORECAST OF TECHNOLOGY OWNERSHIP<br />Q Which of the following (if any) does your household currently have or intend to acquire in the next 12 months?:<br />
  7. 7. mEDIA CONSUMPTION & ACTIVITIES<br />+1.5 hrs<br />+0.5 hr<br />+ 0.5 hrs<br />Q: On average, how many hours per week do you spend on the following activities? <br />Sample: Aust. Internet users aged 16+ <br />
  8. 8. DAYTIME is the new prime time<br />TV<br />Daytime is new primetime for media (internet) but internet doesn’t drop dramatically when TV peaks (prime time)<br />Internet<br />Radio<br />Q: Thinking about a typical weekday, which types of media (i.e. Internet, radio, TV, Pay TV, newspapers and magazines) do you use during… <br />Sample: Aust. Internet users aged 16+ <br />
  9. 9. Simultaneous media consumption<br />68% of 16-29 year old internet users consume internet and TV simultaneously<br />Q: Do you ever do the following at the same time?<br />Sample: Aust. Internet users aged 16+ <br />
  10. 10. 1. TV & TWITTER – CASE STUDY<br />
  11. 11. 2. TV & TWITTER – CASE STUDY<br />
  12. 12. Buzz over time (week 1)<br />Monday Broadcast 2 Hrs<br />Wed Broadcast: 1hr<br />Tue Broadcast: 1hr<br />Thur Broadcast: 1hr<br />Defined peaks of between 3-5,000 tweets during TV broadcast<br />
  13. 13. Buzz over time v Ratings<br />2Hr show/Ave 1,319<br />Ave 1,526<br />Ave: 1,690<br />Ave: 1,403<br />First show was 2 Hours therefore concentrated amount of tweets. When numbers down on Thurs, definite correlation to amount of tweets. <br />Data: Total PPL Consolidated <br />
  14. 14. 29th August – Break Down<br />8pm Peak: 2,066 Tweets<br />Show commences 7.35pm: 1,250 Tweets<br />7pm Home & Away, Promos for XFactor: 752 Tweets<br />
  15. 15. Word Cloud<br />Introvert Extrovert<br />These keywords were trending worldwide on Wednesday night due to a flamboyant contestant who sung song of same name. <br />
  16. 16. Introvert/Extrovert<br />Introvert Extrovert<br />Just one contestant provided 1,264 tweets from 8pm on Wednesday and tweets still occurring<br />Just shows how viral videos can spread quickly <br />
  17. 17. Not just twitter…<br />Over 280K additional views of the x-factor audition of Luke O’Dell in 3 days….<br />
  18. 18. News Headlines…<br />
  19. 19. Summary <br />The SocialTV phenomenon is occurring within Australia – but this is just the start <br />We provided a report to see buzz volumes during TV broadcast and show definite peaks during broadcasts<br />People do use twitter and TV simultaneously and this will grow when it becomes the norm<br />Sources: Neilsen Internet and Technology Report and OMD Antenna<br />

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