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Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
Tuitele - One Year of Social TV in Spain
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Tuitele - One Year of Social TV in Spain

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In May 2012 Tuitele introduced for the very first time in Spain the measurement of Social TV. A new way of watching and enjoying TV was emerging among Spanish viewers, whom are shifting gradually from …

In May 2012 Tuitele introduced for the very first time in Spain the measurement of Social TV. A new way of watching and enjoying TV was emerging among Spanish viewers, whom are shifting gradually from being passive viewers to become active viewers, social viewers who watch TV with their smartphones and tablets in their hands, tweeting and posting about a TV show whilst watching it, looking for other viewers’ comments, visiting the show’s profile on a social network or an advertiser’s web site.
TV ratings and Social TV analytics do not measure the same things; people meters measure how many viewers are watching a given show, whilst Social TV analytics measure what part of those viewers interact with the TV show through social networks, analysing their engagement, opinions and feelings about the TV show. Because of that, the relationship between TV ratings and Social TV analytics depends on the show, its genre, target, topics, etc.
Through Social TV analytics, Tuitele brings to TV networks and producers, agencies and advertisers a new way to analyse TV audience. Since the birth of Tuitele, close to 4 million Spaniards have tweeted about a TV show while on air. Social TV in Spain has experienced an outstanding growth, from 600,000 social viewers in September 2012 to 1.5 million in June 2013.
With this report, we aim to show the current picture of Social TV in Spain through the analysis of the first complete TV season with Social TV analytics available, both about TV shows and TV advertising.

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  • 1. ONE YEAR OF SEPTEMBER 2012 – AUGUST 2013 IN SPAIN SOCIAL TV www.tuitele.tv · twitter.com/tuiteletv
  • 2. Contact: Barcelona. C/ Almogàvers 165, Oficina 208. Madrid. C/ Rodríguez San Pedro 2, Oficina 1004. Email: info@tuitele.tv Twitter: @tuiteletv Tuitele (www.tuitele.tv ) is a product of The Data Republic (www.thedatarepublic.com)
  • 3. INDEX 3 01 02 02.1 02.2 02.3 03 INTRODUCTION TV SHOWS WHAT’S NEW ABOUT SOCIAL TV ANALYTICS? THE FIGURES SOCIAL TV RANKINGS SOCIAL TV IS ABOUT SENTIMENT 03.1 03.2 03.3 THE FIGURES SOCIAL TV AND COMMERCIAL BREAKS SOCIAL TV ANALYTICS TO MEASURE ADVERTISING EFFECTIVENESS ADVERTISING 04 WHAT’S NEXT FOR SOCIAL TV IN SPAIN?
  • 4. TUITELE | One year of Social TV in Spain INTRODUCTION01 WHAT’S NEW ABOUT SOCIAL TV ANALYTICS? In May 2012 Tuitele introduced for the very first time in Spain the measurement of Social TV. A new way of watching and enjoying TV was emerging among Spanish viewers, whom are shifting gradually from being passive viewers to become active viewers, social viewers who watch TV with their smartphones and tablets in their hands, tweeting and posting about a TV show whilst watching it, looking for other viewers’ comments, visiting the show’s profile on a social network or an advertiser’s web site. TV ratings and Social TV analytics do not measure the same things; people meters measure how many viewers are watching a given show, whilst Social TV analytics measure what part of those viewers interact with the TV show through social networks, analysing their engagement, opinions and feelings about the TV show. Because of that, the relationship between TV ratings and Social TV analytics depends on the show, its genre, target, topics, etc. Through Social TV analytics, Tuitele brings to TV networks and producers, agencies and advertisers a new way to analyse TV audience. Since the birth of Tuitele, close to 4 million Spaniards have tweeted about a TV show while on air. Social TV in Spain has experienced an outstanding growth, from 600,000 social viewers in September 2012 to 1.5 million in June 2013. With this report, we aim to show the current picture of Social TV in Spain through the analysis of the first complete TV season with Social TV analytics available, both about TV shows and TV advertising. 04
  • 5. MAY 2012 Tuitele introduced for the very first time in Spain the measurement of Social TV SEPTEMBER 2012 Social viewers: 600,000 AUGUST 2013 Social viewers: 1,500,000 05 One year of Social TV in Spain | TUITELE
  • 6. TUITELE | One year of Social TV in Spain 2.1. THE FIGURES TV SHOWS02 32% 67% 61% 39% 06 Source: Comscore. Tuitele 3,900,000 Spaniards have tweeted in the last year about TV shows while watching them of Twitter’s accounts in Spain are men are women of all Spain’s Twitter traffic around peak time is about TV shows
  • 7. One year of Social TV in Spain | TUITELE DEVICE TRENDS 52.6% iPad 20.3% 12.6% 12.2% 1.8% 0.3% 0.2%Android Laptop - Desktop Windows Phone OthersBlackberry iPhone Unique users Comments 20132012 07 July June M ay Apr. M ar. Feb. Jan. Dec. Aug. N ov. Oct. Sept. 1,132,025 6,364,744 589,058 2,474,348 747,689 3,380,637 734,562 3,610,250 856,332 4,474,490 1,539,920 8,838,532 770,829 4,337,315 844,484 4,402,176 1,415,569 7,944,656 743,867 3,578,207 1,190,263 6,836,037 1,062,862 5,524,535 Source: Tuitele
  • 8. TUITELE | One year of Social TV in Spain TOP 10 OF SOCIAL TV SHOWS Show Network Unique Users (average per episode) Comments (average per episode) Users (all episodes) Comments (all episodes) Comments per unique user La Voz Telecinco 92,870 234,524 1,300,185 3,283,330 2.4 Gran Hermano Catorce Telecinco 82,402 241,134 1,730,439 5,063,823 2.9 Un príncipe para Corina Cuatro 76,120 173,681 608,959 1,389,451 2.3 Pulseras rojas Antena 3 62,758 118,711 376,550 712,264 1.9 La que se avecina Telecinco 52,140 79,477 729,961 1,112,680 1.5 Splash! Famosos al agua Antena 3 40,266 82,850 322,128 662,798 1.8 El barco Antena 3 37,449 65,511 599,178 1,048,168 1.6 Gandía Shore MTV 35,811 59,149 572,979 946,389 1.6 Tu cara me suena Antena 3 33,618 77,696 571,499 1,320,838 2.3 ¿Quién quiere casarse con mi hijo? Cuatro 24,812 57,743 223,308 519,687 2.3 Show Network % Positive % Negative % Neutral % men % women La Voz Telecinco 19.9 12.3 67.8 43.4 56.6 Gran Hermano Catorce Telecinco 19.5 15.4 65.1 42.7 57.3 Un príncipe para Corina Cuatro 34.4 7.3 58.4 52.4 47.6 Pulseras rojas Antena 3 22.8 10.6 66.6 36.2 63.8 La que se avecina Telecinco 11.6 12.1 76.3 64.2 35.8 Splash! Famosos al agua Antena 3 21.1 11.9 67.0 63.0 37.0 El barco Antena 3 12.5 11.5 76.0 40.5 59.5 Gandía Shore MTV 13.2 14.1 72.7 53.6 46.4 Tu cara me suena Antena 3 23.3 11.1 65.6 48.7 51.3 ¿Quién quiere casarse con mi hijo? Cuatro 15.6 13.6 70.7 49.0 51.0 08 2.2. SOCIAL TV RANKINGS Source: Tuitele
  • 9. One year of Social TV in Spain | TUITELE TOP 15 OF SOCIAL TV BROADCASTINGS Broadcasting Network Date Unique users Comments % men % women Copa Confederaciones (España - Italia) Telecinco 27/06/13 194,638 404,444 74.7 25.3 Copa Confederaciones (Brasil - España) Telecinco 30/06/13 194,613 324,660 73.3 26.7 Copa del Rey (Final: R. Madrid - Atl. de Madrid) La1 17/05/13 190,610 418,405 74.2 25.8 Gran Hermano Catorce Telecinco 18/06/13 183,814 560,243 43.8 56.3 La Voz Telecinco 19/12/12 178,574 546,229 45.1 54.9 Gran Hermano Catorce Telecinco 11/02/13 172,805 430,054 52.3 47.7 Cine Antena 3 (Tres metros sobre el cielo) Antena 3 23/07/13 170,374 378,707 45.4 54.6 Supercopa de España (Barça - Atlético) La 1 / TV3 28/08/13 162,530 412,965 80 20 Copa Confederaciones (España-Uruguay) Telecinco 16/06/13 153,599 287,122 81.9 18.1 UEFA Champions League (R. Madrid - B. Dortmund) La 1 / TV3 30/04/13 152,736 273,052 78.4 21.6 Splash! Famosos al agua Antena 3 04/03/13 137,444 318,738 65.5 34.5 Supercopa de España (Atlético - Barça) La 1 / TV3 21/08/13 132,322 308,787 79.2 20.8 Un príncipe para Corina Cuatro 08/07/13 129,169 316,109 54.2 45.9 Trofeo Santiago Bernabéu (R. Madrid - Al Sadd) Antena 3 22/08/13 122,798 289,535 76.4 23.6 Premios Goya La1 17/02/13 121,755 398,551 55.7 44.3 09 Source: Tuitele
  • 10. TUITELE | One year of Social TV in Spain Cultural shows / Children’s series / Others Special news / News / Documentaries Contests Music shows Reporters shows Ceremonies Coaching shows Magazines Comedy shows Foreign series Docushow Current affairs shows Sports shows Reality shows Docurealitys Talent shows 10 TOP SOCIAL TV GENRES Sports broadcasting Talk Shows Movies Spanish series 14.0% 12.4% 9.3% 7.1% 8.7% 7.3% 22.4% 23.5% Comments Unique users Source: Tuitele >2% 2.1 % 2.3 % 2.3 % 2.8 % 2.8 % 4.3% 7.2% 7.5% 7.9 % >2% 2 % 1.7 % 1.7 % 2.7 % 3.2 % 3.6 % 10.7% 7.5% 9.9 %
  • 11. One year of Social TV in Spain | TUITELE 11 TOP SOCIAL TV NETWORKS SPANISH SERIES Antena 3 Telecinco La1 Otras 47.7% 44.0% 6.3% 2.0% 51.9% 40.2% 5.6% 2.3% MOVIES Antena 3 La1 Cuatro laSexta laSexta3 Paramount Ch. Telecinco Otras 44.4% 14.5% 12.4% 9.3% 6.5% 3.5% 2.3% 7.0% 48.6% 13.6% 11.6% 9.4% 5.7% 3.0% 2.0% 6.1% REALITYS Telecinco MTV Cuatro Antena 3 Otras 46.2% 21.1% 20.9% 6.7% 5.1% 55.7% 13.6% 19.7% 5.9% 5.0% TALENT SHOWS Telecinco Antena 3 La1 Otras 60.0% 28.9% 10.9% 0.2% 60.3% 28.7% 10.8% 0.2% Source: Tuitele
  • 12. TUITELE | One year of Social TV in Spain 12 The analysis of the content of thousands of comments about TV shows allows us to know instantly the interest, impact and level of satisfaction that TV contents generate among the TV audience. What hosts, contestants, guests, sections or topics like and dislike, provoke feelings, disappoint or bore. At Tuitele we have developed a proprietary algorithm that allows us to analyse in real time the sentiment within Social TV comments, beyond the classical positive, neutral and negative approach, unveiling feelings such as joy, disappointment, criticism or admiration that TV shows generate among viewers. 2.3. SOCIAL TV IS ABOUT SENTIMENT
  • 13. 13 One year of Social TV in Spain | TUITELE
  • 14. TUITELE | One year of Social TV in Spain 14 GRAN HERMANO CATORCE FINALE – JUNE 18 2013 SPLASH! FAMOSOS AL AGUA PREMIERE – MARCH 4 2013 2.6% Insults 20.8% 22.6% 34.5% 5.5% 3.3% 0.3% 10.4% Sadness Laughs Expectation Disappointment JoyCriticism Admiration 1.4% 43.1% 13.8% 24.9% 5.6% 3.0% 0.2% 8.0% 22:00 Show starts 22:30 Raki is thrown out 22:59 Desi is thrown out 00:17 Susana is the winner 22:40 Show starts 23:31 Toñi Salazar jumps and following criticized by member of jury Anna Tarrés 00:34 Falete jumps 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0 22:00 22:30 22:59 00:17 22:40 23:31 00:34 Source: Tuitele InsultsSadness Laughs Expectation Disappointment JoyCriticism Admiration
  • 15. One year of Social TV in Spain | TUITELE 15 MASTERCHEF FINALE – JULY 2 2013 EL BARCO FINALE – FEBRUARY 21 2013 4.4% 15.2% 11.0% 48.2% 1.6% 4.8% 0.1% 14.7% 12.1% 20.8% 25.2% 22.3% 6.6% 2.8% 1.0% 9.1% 22:44 Episode starts 22:55 Ulises, character played by Mario Casas, is back 00:34 Mario Casas’ character is shot and apparently dead 00:46 Episode ends with the final phrase “it has begun again” 22:30 Show starts 23:34 Fabián is out of the final 00:32 Juan Manuel is the winner 3,000 2,500 2,000 1,500 1,000 500 0 2,500 2,000 1,500 1,000 500 0 22:30 23:34 00:32 22:44 00:3422:55 00:46 Source: Tuitele InsultsSadness Laughs Expectation Disappointment JoyCriticism Admiration InsultsSadness Laughs Expectation Disappointment JoyCriticism Admiration
  • 16. TUITELE | One year of Social TV in Spain 3.1. THE FIGURES (BETWEEN JULY AND AUGUST 2013) 03 DEVICE 40.4% iPad 30.6% 16.0% 9.8% 2.5% 0.6% 0.1%Android Laptop - Desktop Windows Phone OthersiPhone Blackberry 16 3,070,000 68% are men 32% are women 53% of Twitter’s accounts in Spain unique Twitter users have tweeted about a brand ADVERTISING Source: Comscore, Tuitele
  • 17. One year of Social TV in Spain | TUITELE DEVICE 53.6% iPad 23.7% 13.9% 6.1% 2.1% 0.5% 0.1%Android Laptop - Desktop Windows Phone OthersiPhone Blackberry 17 234,000 64% are men 36% are women unique Twitter users have tweet about ads seen on TV Source: Tuitele 8% of unique users who tweeted about a brand
  • 18. TUITELE | One year of Social TV in Spain 18 Sometimes, social viewers comment the show during the commercial break, while other times they don’t. The fact is that there might be a larger or lower volume of comments during commercial breaks depending on what happened on the show just before the break and, most of it, depending on the genre, format or contents of the TV show. The finale of the first season of “La Voz” (December 19 2012) in Telecinco shows a clear pattern of conversation associated with the live broadcasting of the show. As it is seen in the image below, comments about the show increase at the start of the show and decrease during commercial breaks. TV viewers comment what’s going on the show while they are watching the show. This TV show is a great example of how TV contents generate conversation far beyond contents and broadcasting. In this case (November 11 2012), comments about the show increase during the commercial break, being a time for opinions and debate around the topic treated on the show earlier. The TV audience is pushed to share their opinions about the content of the show and the topics it presents. 3.2. SOCIAL TV AND COMMERCIAL BREAKS
  • 19. One year of Social TV in Spain | TUITELE 19 LA VOZ – FINALE DECEMBER 19 2012 Commercial break Comments Viewers (000) Start8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 End SALVADOS – DEDOCRACIA NOVEMBER 11 2012 Commercial break Comments Viewers (000) 800 700 600 500 400 300 200 100 0 Start Secretary runs out of answers Firefihgter on strike phone call (1) (1) (2) (2) End 21:30 21:38 21:46 21:54 22:02 22:10 22:18 22:26 22:34 22:42 22:50 22:58 23:06 23:14 23:22 23:30 23:38 23:46 23:54 00:02 00:10 00:18 00:26 00:34 00:42 00:50 00:58 01:06 01:14 01:22 01:30 01:38 01:46 01:54 02:02 02:10 21:00 21:03 21:06 21:09 21:12 21:15 21:18 21:21 21:24 21:27 21:30 21:33 21:36 21:39 21:42 21:45 21:48 21:51 21:54 21:57 22:00 22:03 22:06 22:09 22:12 22:15 22:18 22:21 22:24 22:27 22:30 22:33 Source: Kantar Media, Tuitele
  • 20. TUITELE | One year of Social TV in Spain 3.3. SOCIAL TV ANALYTICS TO MEASURE ADVERTISING EFFECTIVENESS Social TV analytics, that is to say, comments posted by viewers in social networks about the TV shows they are watching also include the presence of advertisers. Spots, TV promotions or any other advertising action on TV lead viewers to share their comments. In that context, Social TV analytics applied to TV advertising appears as a new approach to analyse advertising effectiveness, both in a quantitatively and qualitatively way. 20
  • 21. 21 One year of Social TV in Spain | TUITELE
  • 22. TUITELE | One year of Social TV in Spain TV AND TWITTER INTEGRATION VOLKSWAGEN GOLF GTI 22 In this case study, Tuitele analysed the TV campaign of the new Volkswagen Golf GTI. In addition to the spots aired on TV, which included the hashtag #mitoGTI on screen to spread conversation, the brand also bought several promoted tweets during the broadcasting of different TV shows. In the first place, it is seen how those spots aired within shows with high social audience, such as Roland Garros, Formula 1 or “Cuarto Milenio”, maximize the number of conversations about the ad and also about the brand. Infographic “Spots Integration / Hour Analysis June 9 2013” In the second place, considering the average number of comments per hour about Volkswagen Golf as a measure of effectiveness, it is seen that without ads aired on TV the result is an average of 4.7 comments per hour. This figure doubles when the spot is aired on a low social audience show. Airing spots on medium social audience shows multiplies conversations by 4.4 and with the case of high social audience shows gets 5 times more comments. With the integration of TV spots and promoted tweets, conversations about the brand multiply by 41 in the case of integration with medium social audience and high affinity shows (which is the case of Motorbikes Championship), or by 29 in the case of airing ad on a high social audience show. Infographic “ VW Golf Buzz / Average per Hour June 8 to 24 2013” En general, por cada Grp se obtienen tres comentarios sobre la publicidad de Volkswagen Golf y seis sobre Volkswagen Golf sin discriminar si son o no publicitarias. Generally speaking, for each GRP, 3 tweets about VW Golf’s ad and 6 about VW Golf are obtained. The highest performance is obtained in the case of spot’s airings on shows with high social audience and high affinity, when ad’s conversations multiplied by 14. Infographic “Campaign Effectiveness / June 8 to 24 2013” Source: Tuitele
  • 23. One year of Social TV in Spain | TUITELE 23 (1) (2) (3) SPOTS INTEGRATION HOUR ANALYSIS JUNE 9 2013 GRPS Tweets VW Golf no ads Airing on Telecinco, Roland Garros, high social audience show Airing on Antena 3, Formula 1, high social audience show Airing on Cuatro, “Cuarto Milenio”, medium social audience show Airing on Antena 3, “Cine Antena 3”, low social audience but high affinity show Grps in show mid social + promo tweet Grps in show mid social + promo tweet Grps in show high social + promo tweet Show low social Show high social Show mid social Grps in show high social + promo tweet Grps in show low social + promo tweet Show low social + promo tweet Grps in show high social Grps in show mid social Grps in show low social No ads aired VW GOLF BUZZ AVERAGE PER HOUR JUNE 8 TO 24 2013 CAMPAIGN EFFECTIVENESS JUNE 8 TO 24 2013 Tweets VW Golf Tweets about ad VW Golf/Grp Tweets VW Golf/Grp (1) (2) (3)03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 01:00 02:00 120 100 80 60 40 20 0 203.0 46.6 15.9 1.7 2.4 1.9 48.2 17.8 6.1 3.5 3.3 140.0 70.0 21.4 116.0 27.9 14.2 13.2 Tweets ads VW Golf
  • 24. TUITELE | One year of Social TV in Spain THE IMPACT OF ADVERTISING OVER THE BRANDS SENTIMENT SPONSORSHIPS AT THE CONFEDERATIONS CUP 2013 24 During the second half of June 2013, some of the Spanish football national team and the Confederations Cup 2013 sponsors focused part of their commercial communication on this event through different actions. These advertisers linked their brands to football, the Spanish national team or the championship, and as it is seen in our analysis this association generated a direct and significant impact over the sentiment and perception that consumers had on these brands. In the first place, comments about the sponsors and football obtained their highest volume during Spain’s matches. Besides the final, the Spain vs. Tahiti match, in which Hyundai held a communication action, was the match with the highest volume of conversations around sponsors. However, Cruzcampo was the brand with the best performance during the whole championship thanks to its communication strategy that combined TV and Twitter. Infographic “Comments about Sponsors Associated with Football / June 15 to 30 2013” In terms of impact over the brands sentiment, Twitter users positively rated communication actions associated with the event, as in almost all cases the ratio of positive comments for every negative one was clearly higher compared to non- advertising brand conversations. Adidas and Sony’s cases are remarkable, but in the case of Movistar, its #nosolojugamosbienalfutbol campaign almost multiplied by five this indicator. Infographic “Ratio +/- Sponsors / Confederations Cup 2013” Source: Tuitele
  • 25. One year of Social TV in Spain | TUITELE 25 COMMENTS ABOUT SPONSORS ASSOCIATED WITH FOOTBALL JUNE 15 TO 30 2013 Visa Sony Playsation Movistar McDonald’s Kia Iberdrola Hyundai Emirates Cruzcampo Coca Cola Castrol Budweiser Banesto Adidas RATIO +/- SPONSORS CONFEDERATIONS CUP 2013 Football comments General brand comments M cDonald’s Castrol Budweiser Visa PlayStation Sony H yundai Coca-­Cola Adidas M ovistar Iberdrola Cruzcam po 7.7 3.8 5.0 18.7 5.2 9.1 15.2 9.0 1.8 4.54.8 3.0 1.4 3.4 2.5 6.4 4.0 4.4 2.1 4.9 12.7 2.9 1,400 1,200 1,000 800 600 400 200 0 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 01
  • 26. TUITELE | One year of Social TV in Spain WHAT’S NEXT FOR SOCIAL TV IN SPAIN? 04 26 There is no doubt that in the last 12 months we have witnessed the great irruption of Social TV in Spain. Real-time social conversations by TV viewers are now part of live TV contents, especially for talent and reality shows. Networks are not just fighting for ratings but for social share, which has become the key variable to show engagement between TV audience and contents. TV viewers love to take part into their entertainment creation process, that is why TV networks make this participation easier and fight for social share through the spread of hashtags and the design of second screen apps, which allows viewers to obtain additional information and contents. It is now clear that TV networks take the highest benefit from this new way of watching and producing television, but we must not forget that in a commercial TV environment, advertisers play a key role, sustaining this environment with their investment. In this context, we might think that a highly engaged TV audience might pay less attention to advertising, but this is not the case. Beyond branded content and sponsorships in highly engaged TV shows where brands take advantage of this engagement, conventional spots get viewers attention if same recipe is applied, that is to say, advertisers give consumers an easy way to say what they think about a brand and its advertising. Today this way is the use of hashtags in TV communication, integrating the TV strategy with actions in social networks, especially in Twitter.
  • 27. One year of Social TV in Spain | TUITELE 27 This is how, in the upcoming months, we will see a massive use of hashtags in brands communication. Currently, agencies and advertisers are increasingly using Social TV real-time data to make decisions and measure the effectiveness of their commercial communication. Also, the year 2014 is likely to witness Facebook becoming the relevant player that is meant to be in the Social TV environment, capturing some of the advertising business that Twitter is starting to generate. Last but not least, we should not forget connected TV, which is already here. Smart TVs are growing in number at Spanish households and TV networks are already launching their services, such is the case of RTVE’s “Botón Rojo”, which with no doubt will be followed by many other.
  • 28. www.tuitele.tv · twitter.com/tuiteletv

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