How TV drives conversation on Facebook by SecondSync


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This white paper presents the initial findings of a major study, using SecondSync’s social listening technology and social TV expertise to analyse total discussion levels on the Facebook platform in the US, UK and Australia.

This is the first in-depth analysis of Facebook’s social TV data across multiple territories, and the first time Facebook has released social TV analytics to the industry at this scale.


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How TV drives conversation on Facebook by SecondSync

  1. 1. WATCHING WITH FRIENDS How TV drives conversation on Facebook A SECONDSYNC WHITE PAPER FEBRUARY 2014
  2. 2. WATCHING WITH FRIENDS Contents Introduction Executive Summary 3 4 TALKING ABOUT TV Real-time Engagement Types Of Interaction Different Engagement Patterns 5 6 7 8 SOCIAL TV PATTERNS Genres Have Distinct Engagement Signals Sport 9 10 11 DEMOGRAPHICS Age And Gender Devices A Global Phenomenon 12 13 14 15 THE TV AUDIENCE Conversion 16 17 CONCLUSION 18 METHODOLOGY 20 APPENDIX 80% 22 2 SecondSync | Watching With Friends OF TV-RELATED CHATTER ON FACEBOOK COMES FROM A MOBILE DEVICE* *Across all telecasts analysed for this paper
  3. 3. WATCHING WITH FRIENDS Introduction Social TV analytics has moved from the media lab to mainstream media research in just four years. SecondSync has played a leading role in pioneering the real-time, big data analysis of social interactions mapped to TV programmes, working with the UK’s leading broadcasters and advertising agencies. The company is now spearheading the next stage in the evolution of social TV analytics. This white paper – the early fruit of that innovation drive – presents the initial findings of a major study, using SecondSync’s social listening technology and social TV expertise to analyse total discussion levels on the Facebook platform in the US, UK and Australia. This is the first in-depth analysis of Facebook’s social TV data across multiple territories, and the first time Facebook has released social TV analytics to the industry at this scale. The huge volumes of public conversations on Twitter have meant that until now social TV has largely been 3 SecondSync | Watching With Friends synonymous with one social network. SecondSync’s findings offer an additional perspective, one that is able to draw on Facebook’s rich demographics, broad reach, and multiple interaction types. My hunch is we’ll be debating the efficacy of each platform well into 2014 and beyond because they are different and we use them differently. As other social platforms emerge SecondSync will further broaden the sources of its social TV analytics, and present a more nuanced view based on different platform functionalities, and ever-changing audience behaviours. It all points to a more complex, but at the same time even more exciting future for social TV analytics. Graham Lovelace Non-executive director, SecondSync Limited Director, Lovelace Consulting Limited This is the first in-depth analysis of Facebook’s social TV data across multiple territories, and the first time Facebook has released social TV analytics to the industry at this scale
  4. 4. WATCHING WITH FRIENDS Executive Summary 1 Contrary to previous assumptions, most TV-related Facebook Posts happen within the show airing. 4 SecondSync | Watching With Friends 2 Up to a quarter of the TV audience is posting content related to the show they are watching on Facebook. 3 The scale of social TV chatter seen on Facebook corresponds to the broad reach of the social network. 4 Posts are the catalyst for TV-related conversations that continue in the form of Comments. 5 80% of TVrelated chatter on Facebook comes from a mobile device.
  5. 5. TALKING ABOUT TV 5 SecondSync | Watching With Friends
  6. 6. TALKING ABOUT TV Real-time Engagement The fact that people talk about TV on Facebook has never been in doubt. However, it has often been assumed that TV-related Facebook interactions happen outside the show airing and not in real-time. Our analysis challenges this assumption. Looking at a minute by minute breakdown of anonymised aggregated TV-related Facebook interactions it is clear that audiences are talking about TV while they are watching it. The majority of TV-related activity happens during the show and we see huge peaks of activity that map directly to key events in the telecast. INTERACTIONS INTERACTIONS 4,477,454 7,084,697 FINAL SCENE BREAKING BAD AMC | 29TH SEPTEMBER 2013 6 SecondSync | Watching With Friends FINAL SCORE CHIEFS VS COLTS NFL PLAYOFF NBC | 4TH JANUARY 2014 60% OF DAILY FACEBOOK INTERACTIONS ABOUT A TV SHOW OCCUR DURING THE AIRING* INTERACTIONS 1,987,972 THE KILLERS’ PERFORMANCE X FACTOR UK ITV | 14TH DECEMBER 2013 *Across all telecasts analysed for this paper
  7. 7. TALKING ABOUT TV Types of interaction We looked at how TV audiences engage with shows using four different types of Facebook interaction: Posts, Comments, Likes and Shares. Each type exhibited distinct repeating patterns of engagement that were consistent across the TV schedules. THE SOUND OF MUSIC LIVE | NBC | 5TH DECEMBER 2013 CIs INTERACTIONS 65% 7,348,936 POSTS (501,073) Posts are most closely aligned to real-time TV ‘events’. 7 SecondSync | Watching With Friends COMMENTS (2,097,815) The bulk of TV conversations are contained in Comments. LIKES (4,730,608) Interactions from Likes of TV-related content have a long tail of engagement. SHARES (19,440) Shares are used less in TV chatter than the other interaction types. TIs 35% CIs VS TIs For The Sound of Music Live there were more click interactions than text interactions
  8. 8. TALKING ABOUT TV Different engagement patterns of engagement which are sustained for a much longer time period as friends continue discussions long after the show has aired. Viewers use Posts to start conversations that cluster around events in the show. In turn, Posts often seed huge volumes of Comments and Likes that have broader peaks THE WALKING DEAD | AMC | 13TH OCTOBER 2013 INTERACTIONS 6,682,474 POSTS COMMENTS 11% LIKES SHARES 21% 67% 1% 90000 45000 18:00 TRANSMISSION WINDOW 8 SecondSync | Watching With Friends 19:00 20:00 21:00 22:00
  9. 9. SOCIAL TV PATTERNS 9 SecondSync | Watching With Friends
  10. 10. SOCIAL TV PATTERNS Genres have distinct engagement signals We analysed many types of shows and by visualising the results we were able to identify distinct patterns of engagement that are consistent across different genres. These genre differences reflect the nature of the content and demographics of the audience. DRAMA Dramas generate a bookend pattern of engagement with Facebook activity peaking at either end of the telecast. COMPETITIONS Posts around competition shows map directly to performances. DOCUMENTARIES Documentaries are a catalyst for Posts that generate high volumes of conversation in Comments. FILMS Films are big drivers of social engagement. Iconic scenes from films tend to drive the biggest peaks in engagement. DAYTIME Tabloid talk shows also drive real-time conversations with guests generating significant Facebook reaction. DR WHO BBC | 23RD NOVEMBER 2013 DANCING WITH THE STARS ABC | 27TH NOVEMBER 2013 BOUNCERS C4 | 5TH SEPTEMBER 2013 INSIDIOUS C4 | 7TH SEPTEMBER 2013 JEREMY KYLE ITV | 5TH SEPTEMBER 2013 10 SecondSync | Watching With Friends
  11. 11. SOCIAL TV PATTERNS Sport Sport is a huge driver of engagement across all interaction types. For instance, 2014’s Super Bowl generated 185 million Facebook interactions from 50 million unique users. However, it’s not just marquee finales like this that are able to generate significant volumes of engagement. As can be seen below, patterns of engagement map directly to events on the field with the biggest volumes of interaction seen after big plays, controversial officiating decisions and directly after the end of games. NFL PLAYOFF, INDIANAPOLIS COLTS VS KANSAS CITY CHIEFS | NBC | 4TH JANUARY 2014 The Colts achieve the second biggest comeback in NFL Playoff history, coming from 28 points down to beat The Chiefs 45-44. INTERACTIONS PER MIN INTERACTIONS PER MIN 51,003 19:27 Luck recovers a Colts fumble and dives for a touchdown 11 SecondSync | Watching With Friends 62,583 19:52 Luck throws a touchdown to put The Colts ahead for the first time INTERACTIONS PER MIN 158,171 20:05 Final score
  12. 12. DEMOGRAPHICS 12 SecondSync | Watching With Friends
  13. 13. DEMOGRAPHICS Age and gender Facebook has a very broad user base that is spread across all demographics. Using the depth of demographic information coming from anonymised, aggregated Facebook data we can see which segments of the TV audience are most engaged and how that changes across the schedules. BREAKING BAD AGE AND GENDER BREAKDOWN SOUND OF MUSIC LIVE AGE AND GENDER BREAKDOWN FACEBOOK SOCIAL TV* AGE BREAKDOWN 55 - 64 45 - 54 13-24 65+ 25 - 34 55-64 65+ 35 - 44 45-54 55-64 30% 35-44 45-54 13 - 24 25-34 35-44 6% 3% 12% 13-24 25-34 65+ 0 250000 500000 Interactions 13 SecondSync | Watching With Friends 750000 1000000 0 250000 500000 Interactions 750000 1000000 20% 30% *Across all telecasts analysed for this paper
  14. 14. DEMOGRAPHICS Devices In keeping with the concept of second screening, most TV-related engagement on Facebook occurs via a mobile device. Despite a trend towards mobile, the devices used to generate Facebook interactions vary depending on the genre of show, illustrating the contrasting social media habits of different demographics. 80% OF TV-RELATED CHATTER ON FACEBOOK COMES FROM A MOBILE DEVICE* in the browser is most popular with the News and Current affairs audience. 14 SecondSync | Watching With Friends Entertainment show interactions are more likely to be generated by mobile apps. *Across all telecasts analysed for this paper
  15. 15. DEMOGRAPHICS A Global Phenomenon Using Facebook’s detailed geo-location data we can accurately analyse activity by country and filter out chatter from other regions. Here we see total interaction figures for the X-Factor final across three different territories. INTERACTIONS 1,987,972 X FACTOR FINAL (UK) ITV | 14TH DECEMBER 2013 INTERACTIONS 246,909 X FACTOR FINAL (US) FOX | 18TH DECEMBER 2013 15 SecondSync | Watching With Friends INTERACTIONS 265,447 X FACTOR FINAL (AUSTRALIA) 7 | 28TH OCTOBER 2013
  16. 16. THE TV AUDIENCE 16 SecondSync | Watching With Friends
  17. 17. THE TV AUDIENCE Conversion Because of Facebook’s size (71% of adults online in the US 1) and broad demographic spread, interactions are generated by a group that is broadly representative of the general population. For a two week period we tracked all prime-time UK television-related interactions on Facebook.. We also looked at high profile, prime time shows in the US and Australia. We found that the number of individuals engaging with shows in real-time on Facebook accounted for a significant proportion of the TV audience when compared with ratings data. In some cases, this was almost a quarter of the TV audience. PERCENTAGE OF TV AUDIENCE INTERACTING WITH FACEBOOK 2 10% UK X FACTOR FINAL ITV | 14TH DECEMBER 2013 17 SecondSync | Watching With Friends 19% THE SOUND OF MUSIC LIVE! NBC | FRIDAY DEC 5TH 2013 22% 24% THE WALKING DEAD AMC | 13TH OCTOBER 2013 BREAKING BAD FINALE AMC | 29TH SEPTEMBER 2013 1 Pew Research Center, Social Media Update 2013 2 Calculated using publicly available average audience figures
  18. 18. CONCLUSION 18 SecondSync | Watching With Friends
  19. 19. CONCLUSION Conclusion When looked at holistically, real-time activity around TV and Sport on the Facebook platform is hugely compelling and there are important commercial implications. Audience measurement, TV planning, content discovery, direct response advertising, TV commissioning and research are just some of the sectors that will benefit from the insights coming out of the world’s biggest social network. TV is an important area for Facebook and it has been actively encouraging activity in this space for some time. Pages for shows, the adoption of the hashtag and the ‘Watching’ status update have all contributed to the high volume of interactions. 19 SecondSync | Watching With Friends SecondSync will continue to work closely with Facebook to surface actionable insights. Areas of future research will include investigating the extent to which Facebook drives TV tune-in, measuring the reach of TV-related interactions, and looking at the effectiveness of Facebook calls to action in TV advertising. Areas of future research will include investigating the extent to which Facebook drives TV tune-in and measuring the reach of TV-related interactions
  20. 20. METHODOLOGY 20 SecondSync | Watching With Friends
  21. 21. METHODOLOGY Methodology SecondSync and Facebook worked together to make sure the data was of the highest quality without impacting on the privacy of Facebook users and clients. Using proven techniques established over three years of analysing social TV data, SecondSync generated complex search terms based on show titles, talent and narrative, which were then provided to Facebook. Facebook used these search terms to calculate anonymised statistics of total discussion volumes for the search terms, aggregated at telecast airing window, daily and minute level. In addition, Facebook used these search terms to randomly select a small number of anonymised public Facebook posts that SecondSync used to test the accuracy 21 SecondSync | Watching With Friends and quality of its search terms. Terms that did not pass QA testing were revised and re-submitted to Facebook. Facebook provided the resulting statistics to SecondSync for analysis and use in preparing this study. No private posts, user contact information or client advertising data whatsoever was made available to SecondSync by Facebook. Demographics and minute level data generated in this study came from a sample of high profile, predominantly prime-time shows, which aired between September 2013 and January 2014 in the UK, US and Australia. Chatter distribution statistics came from a study of 1500 prime-time UK TV shows, broadcast between 1st September 2013 and the 15th September 2013.
  22. 22. APPENDIX 22 SecondSync | Watching With Friends
  23. 23. SAMPLE US SHOWS 23 SecondSync | Watching With Friends
  24. 24. SAMPLE US SHOWS 24 SecondSync | Watching With Friends
  25. 25. SAMPLE US SHOWS 25 SecondSync | Watching With Friends
  26. 26. SAMPLE UK SHOWS 26 SecondSync | Watching With Friends
  27. 27. SAMPLE UK SHOWS 27 SecondSync | Watching With Friends
  28. 28. SAMPLE AUSTRALIAN SHOWS 28 SecondSync | Watching With Friends
  29. 29. CONNECT SecondSync Ltd Gas Ferry Road Bristol, BS1 6UN UK +44 (0)117 325 1090