Walking Dead Webinar

The Walking Dead: Media Buying Guide for Brands
A Networked Insights “Measure the Social” Report, January 2011

Your Host Today
Jonathan Zarov
Director of Marketing
Networked Insights

Media Buying Guide for Brands
Efficiency from the new way of measuring informs:
Optimization of Current Buy
Identification of shows before they go mainstream
Audience Segmentation
Maximization of Paid, Owned, and Earned Media
Networked Insights

World’s largest focus group, unbiased and unaided
2 billion interactions per month
450 million people can’t be wrong
Networked Insights

Traditional Metrics
You can’t get an edge when everyone is using the same data.
Planning and buying TV has traditionally been based upon audience assumptions and gut instincts fueled by Nielsen data.
Target Rating Points (TRPs) indicate viewers within a target, but are not
reflective of engaged audiences.
Networked Insights

The Competitive Advantage
The Complementary Value
A New Type of Buyer
The future buyer is armed with social data
Purchases shows based upon engagement and defined targets at reasonable cost.
Social data gives you a competitive advantage
TV spend gains efficiency when you get more reach for less money
Networked Insights

Measuring the Audience
The Baseline
SocialSense:
Measures engagement
Understands fan conversation
Predictive
Nielsen:
Measures eyeballs
Industry standard
Tied to show schedule
Networked Insights

Frequency Examples
Highly Engaged Audience
Poorly Engaged Audience
Networked Insights

Distribution of Reach Examples
Great Sustainability and Growth
No Sustainability and Poor Growth
Networked Insights

Most Engaged Players
As new characters develop, we see them coming up more frequently in online conversation
What’s Being Discussed
“Wait... Norman Reedus[Merle Dixon] is on the Walking Dead, and he has a crossbow? Definitely my new favorite show. ” – Ign.com
Networked Insights
* Percentages represent share of total Walking Dead audience engagement. Data was collected from conversations posted 11/9 to 11/15/10

Emotional Connections
Fans of the show enjoy the goriness of the series.
“The Walking Dead, I'm really liking this show, and I love that they're not shying away from the gore either.”– Insidehoops.com
“I for one welcome the backlash of the pussification of the vampire genre. Not sure why its being correlated to The Walking Dead being so gory but fuck it, I'm on board.” – Neogaf.com
* Percent represents share of conversation from posts collected 11/9 to 11/15/10
Networked Insights

The Baseline
Leverage consumer conversation to define segments based upon their values, beliefs, practices, interactions, and conversations.
When buying TV, you can reach “Adults, 18–49.”
Networked Insights

Hyper-segmentation
Analysis of consumer conversation around The Walking Deadshowed that auto enthusiasts were finishing their Sunday evenings with The Walking Dead.
“Can't wait Love Sunday night lineup. Football, Boardwalk Empire then The Walking Dead.”– Mustangworld.com
Networked Insights

Automotive Enthusiasts – Walking Dead
Top Automotive-related sites where AMC’s Walking Dead was discussed from 11/1 through 12/1/10
Share of Voice
Rank
Site(UV, PV)*
19.8%
#1
Fjcruiserforums.com (24k, 930k)
Media Plan
9.9%
#2
Newcelica.org (7K, 150k)
7.4%
#3
Honda-tech.com (180K, 3.8M)
6.2%
#4
Vwvortex.com (140K, 11M)
4.9%
#5
S10forum.com (30K, 700k)
3.7%
#6
Challengertalk.com (17K, 1.2M)
3.7%
#7
Dfwstangs.net (15K, 2M)
3.7%
#8
Nasioc.com (93k, 6.2M)
2.5%
#9
I-club.com (7K, 150k)
2.5%
#10
Clubcivic.com (20K, 180k)
Top 5 sites represent 48.1% of total engagement
* UV = unique visitors, PV = page views
Networked Insights

Optimization of Current Buy
The Baseline
Leverage consumer conversation to effectively distribute spend based on which shows are the most engaged in your target audience.
Premiums are paid to access an audience of a known size with an unknown level of engagement.
Networked Insights

Optimization of Current Buy – Q4
Shift spend from low-engagement shows to high-engagement shows.
Buy more of:
Shifting these 18.6 TRPs resulted in a 36.7%increase in media efficiency.
How I Met Your Mother
Outsourced
Simpsons
Supernatural
$217,090
$209,100
$202,215
$99,110
SAMPLE
Total Savings
Total Spend:$727,515 Total TRPs:26.9
$ 224,474
Buy less of:
Dancing with the Stars
Private Practice
Criminal Minds
Life Unexpected
$253,300
$232,220
$189,890
$118,660
A 36.7%increase in media efficiency across the entire Q4 spend saved $3,234,763
Total Spend:$794,070 Total TRPs: 18.6
Networked Insights

Paid, Owned, and Earned
The Baseline
The Complementary
Social data provides the new competitive advantage.
Optimizes your sequencing of paid, owned, and earned assets.
Paid, owned, and earned operate out of separate silos.
Informs paid opportunities, but doesn’t coordinate with earned and owned.
Networked Insights

Riding Social Lift
Social lift occurs when a brand receives a boost in conversation due to its relationship with another show, celebrity, or object.
Networked Insights

It’s All in the Timing
“Has anyone seen this? I was watching the premier of The Walking Dead last night and a commercial came on with a Corolla S that was driving through zombies. It was amazing! I got so excited I almost did a backflip out of my bed.” Toyotanation.com
Networked Insights

The Value of Social Efficiency
As a result of the smart brand integration, Toyota experienced a lift of 10.6%.
We estimated that Toyota spent $100 milon this paid campaign.
Thus the lift earned Toyota an extra $10.6 mil in earned social efficiency.
Networked Insights

Get the Edge in Your TV Buys
Four ways to get efficiency from social analytics:
Identify new segments and hidden connections between existing segments
Buy media on shows before they become hits
Optimize your current spend
Get 10% or more in social efficiency on your buys
Networked Insights

Thank You!
Jonathan Zarov
608.333.0340
Jonathan.zarov@networkedinsights.com

Walking Dead Webinar

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