New Audience Insights From SocialTV

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The power of social data as applied to marketing decisions is perhaps most impressive in the areas of media planning and buying.

The power of social data as applied to marketing decisions is perhaps most impressive in the areas of media planning and buying.

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  • 1. Unlock Hidden Value and Maximize RevenueNew Audience Insights from SocialTV © 2012 Networked Insights
  • 2. Ad Sales Isn’t Easy Interpreting client needs, developing strategies to address, and facilitating implementation of advertising programs is hard work. With proposals, contracts, and managing implementation how can you drive demand for all of your TV shows?© 2012 Networked Insights
  • 3. Social Data Makes Buying Decisions a No Brainer SocialTV is unlocking consumer insights at a rate never before seen. Supplement existing audience data with a new layer of audience intelligence derived from social media. Networked Insights can help you: Identify brand affinity by TV Show Discover valuable audience segments Spot risky advertising decisions before you approach a brand Understand program rankings and maximize the value of all dayparts© 2012 Networked Insights
  • 4. Networked Insights can help you: Identify Brand Affinity by TV Show Analysis of social data unlocks opportunities to create new connections for brands and networks with existing social audiences Social Index (SI) definition: A comparative measure of a topic (e.g., TV show) relative to its peer group (e.g., all TV shows) which combines three factors: Post Volume, Sentiment, and Acceleration. The SI normalizes each factor and combines them so that© 2012 Networked Insights the “average” show receives a SI = 100.
  • 5. Networked Insights can help you: Discover Valuable Audience Segments Reaching Moms Through Awake Audience Resonance Moms typically don’t engage in this Overall Look-a- Millennials Moms TV Fans genre but Jason Isaacs is a large asset to Like the show resonating with this audience. Social Index Score: 90 85 115 Show Those talking about the show skew more towards women than men. 107 AVG = 100. Cast & Crew Millennials 105 Moms 112 TV Fans 96 Moms are talking about the show on Gender Babycenter.com and Emptynest.com Positive sentiment for the show is driven Female 52% by lead and star Jason Isaacs. He Male 48% reaches Moms because of their love of Harry Potter. Sentiment Sentiment 30% 8% 62% Look-a-like Show Sentiment 45% 6% 49% Cast/Crew Positive Negative Positive Negative NBC has a hard time building Jason Isaacs is well liked for being audiences in Harry Potter There’s a lot of crime dramas on-air People really like the altered and new ones struggle to stand-out reality plot Social Index (SI) definition: A comparative measure of a topic (e.g., TV show) relative to its peer group (e.g., all TV shows) which combines three factors: Post Volume, Sentiment, and Acceleration. The SI normalizes each factor and combines them so that© 2012 Networked Insights the “average” show receives a SI = 100.
  • 6. Networked Insights can help you: Identify Risk Before You Approach A Brand Audiences That Aren’t “Awake” Sentiment 30% 8% 62% Look-a-like Show This show and the genre doesn’t appeal 45% 6% 49% to Millennials, but the presence of Positive Negative Cast/Crew Jason Isaacs might be the saving grace. Positive Negative Jason Isaacs is well liked for being in NBC has a hard time building Fashionistas, those that covet designer audiences Harry Potter brands and style aren’t tuning into People really like the altered reality There’s a lot of crime dramas on- Awake. plot air and new ones struggle to stand-out NBC has been challenged in finding Age audiences and are criticized for this by 0-17 6% viewers. Also, Awake is tied to other 18-24 6% crime dramas on air. 25-34 18% 35-44 28% 45-54 26% Demographics from social conversation 55-64 11% around Awake skew to the ages of 35- 65+ 5% 54. Social Index (SI) definition: A comparative measure of a topic (e.g., TV show) relative to its peer group (e.g., all TV shows) which combines three factors: Post Volume, Sentiment, and Acceleration. The SI normalizes each factor and combines them so that© 2012 Networked Insights the “average” show receives a SI = 100.
  • 7. Networked Insights can help you: Maximize the Value of All Dayparts with Rankings Summary Program Ranking 20 CBS When analyzing the Monday Primetime lineup, our GRPs (current) insights uncovered that each network has at least 15 ABC one show that resonates well with Millennials. The 10 NBC CW CW and FOX as an entire daypart perform the best. 5 FOX Shows that star a celebrity that have a strong Twitter 0 following trend well with Millennials. 0 100 200 300 Social Index (current) Programs Previous Current Current Social Network Aired Week’s Social Week’s Social GRPs Key Takeaways Performance Index Index (A18-49) The main actor of Castle, Nathan Fillion, trends well with The Bachelor, Millennials – sponsor tweets around his Twitter feed Castle 69 65 4.6 Fans of Castle are also fans of Joss Whedon projects like the upcoming Marvel Avengers film HIMYM, 2 Broke How I Meet Your Mother is a hit with sports fans as well Girls, Two and as with hi-tech electronic consumers Half Men, Mike & 78 76 18.3 Molly, Hawaii The game Madden Football has recently been discussed Five-0 quite frequently with viewers Viewers of both shows enjoy celebrity gossip Gossip Girl, Hart of Dixie 198 254 1.1 Content from Vogue magazine is frequently shared between these viewers Millennials that play videogames particularly enjoy Fox’s Monday night line-up House, Alcatraz 86 83 4.2 Consider partnerships, or sponsored ads, with popular gaming webcomics like Penny-arcade and XKCD Fans of Smash and The Voice trend more heavily female The Voice, Smash 69 69 8.3 and organize frequently on fashion and celebrity gossip sites – this group also has a strong affinity with Pinterest© 2012 Networked Insights
  • 8. Why Do Advertisers Want to Use SocialTV Data? Build Efficiency Find programs with comparable reach for a brand’s target audience that deliver deeper engagement Build Effectiveness Find programs across your network and cable properties that connect better with target audiences Build Engagement Show brands how to identify and leverage owned media to drive ROI from paid media© 2012 Networked Insights
  • 9. Why Work with Networked Insights? 85 % accurate predicting TV show performance at Upfronts Informed more than $5 Billion in media spending in 2011 Partners with leading media agencies to mitigate risk in broadcast advertising decisions Named one of Fast Company’s 50 Most Innovative Companies and #3 in Advertising© 2012 Networked Insights
  • 10. Ready to unlock value and maximize revenue? Visit: NetworkedInsights.com Call: 646.545.3900 Email: info@NetworkedInsights.com Download a sample report© 2012 Networked Insights