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MATCH
05-12-2013

STUDY
Methodology
 Selection TV programs
 Duration : 1 september - 17 November 2013 (78 tracking days)
 Selection manual by e...
Methodology
TELEVISION AUDIENCE
CIM TV Audimétrie GFK, 15-54 year, Live+Guest, rating (000-%), reach (20% non cum.)
Diff...
RESULTS
& OBSERVATIONS
Sport and candidate shows are the most social
#messages

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

6.498
5.997
4.248
2.441
1.833
1.6...
Social Media noise, an highly concentrated metric
North

6%

Source : Pareto’s curve model

Of tracked programs

50%

80%
...
Red Devils : a strong common value
Messages : The most noisy categories

6 498
Kroatië – België
11/10

2 625

2 078
Sport
...
Men tend to be more active & engaged viewers
except for the candidate shows
TV
Benchmark

Social
Social & TV data

Sport

...
Women in the South are less social than their Flemish
counterparts, men show the same behavior North&South

71%

29%

49%
...
Sentiment is linked to the topics more than the
programs and vary week on week

53%

11/09

La maternité trop vue
comme un...
North is more Social TV friendly… wrong !

Selection Sports
Because Exact same broadcast North & South









...
South is slightly more familiar with Social TV
Selection Candidate Show
Because of high similarities on North & South

Tot...
For each show a specific community profile
Twitter

#fans ; #followers

OLD

Source : Example North&South on different bro...
Evolution of the community is dependent on the
maturity of the program
OLD

Twitter

NEW

Facebook

Intermediate

+15%
#fa...
Vast majority of messages are generated on Twitter
OLD

Twitter

NEW

Facebook

Intermediate

+15%
#fans ; #followers

+7%...
Social & TV : The perfect MATCH

Tweets/minutes

Tweets/minutes

Region

Advertising

Program
(adv excluded)

Pg vs Adv

N...
During ads, second screen becomes first one

-38%

Programs that generate “buzz” suffer less from zapping

Source : Audime...
The Havas Social TV indicator
SRP : Social Rating Point

TV Reach

Social
Audience

Total Messages

=

X 100
Reach TV (20%...
Croatia - Belgium

TV Reach 20% - 842 640

TV Reach 20% - 632 609

Total messages – 6 498

Total messages – 5 751

SRP = 0...
Top SRP – North
Program

SRP

UEFA Champions League - Anderlecht vs PSG (23/10)

1,35

So you think you can dance (13/10)
...
Top SRP – South
Program

SRP

UEFA Champions League - Benfica vs Anderlecht (17/09)

2,32

Championnats du monde de cyclis...
Mapping SRP – North (no sports)

Source : TV audience index North av. Program (no sports) 15-54 ; index Social audience 13...
Mapping SRP – North Zoomed (no sports)

Source : TV audience index North av. Program (no sports) 15-54 ; index Social audi...
Mapping SRP – South (No Sports)

Source : TV audience index South av. Program (no sports) 15-54 ; index Social audience 13...
Mapping SRP – Zoom South (No Sports)

Source : TV audience index South av. Program (no sports) 15-54 ; index Social audien...
Mapping National - Sports

Belgian’s team games generate better audiences both on Social Media & on TV
but audiences are a...
Mapping National - Categories
Sport & Candidate show are unsurprisingly over-performing in terms of audiences.
Political s...
Conclusion
Communities
Facebook + Twitter

Viral Impressions
Social Audience’s friends
Total Messages
Facebook & Twitter

...
Example
Communities
Facebook + Twitter

13/10
125 207

?

4 248
2 933

Viral Impressions
Social Audience’s friends
Total M...
How to improve ?

Communities
Facebook + Twitter

Communities
Viral Impressions
Facebook + Twitter
Social Audience’s frien...
THANK YOU
facebook.com/HavasMediaBelgium

fr.slideshare.net/havasmediabe
Match study presentation - Social TV by Havas Media - 5 12 2013
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Match study presentation - Social TV by Havas Media - 5 12 2013

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A cross media study - TV and social activity - ran by Havas Media Brussels and Tevizz.78 days of analysis. 6 channels, 258 broadcasts, 23 programs in the North a,d 5 channels, 165 broadcasts, 20 programs analyzed in the South which lead to a powerful set of insights about Social TV and how to better measure it.

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Match study presentation - Social TV by Havas Media - 5 12 2013

  1. 1. MATCH 05-12-2013 STUDY
  2. 2. Methodology  Selection TV programs  Duration : 1 september - 17 November 2013 (78 tracking days)  Selection manual by experience of HAVAS MEDIA (cfr TV September grids) and TEVIZZ  North : 258 broadcasts, 23 Programs, 6 channels (2BE, EEN, SPORZA, VIER, VIJF, VTM)  South : 165 broadcasts, 20 Programs, 5 channels (CLUBRTL, LA DEUX, LA UNE, PLUGRTL, RTLTVI)  Partnership : HAVAS MEDIA and TEVIZZ  Tracking method, search and filtering (via STORYZZ) :  All relevant keywords, links and accounts related to the community and audience of programs and specific broadcasts (ex. Hashtags, keywords, cast, guest star) : fully automated by TEVIZZ  Automated text-mining technologies to curate and expand search (+10-20%)  Example :  spelling mistakes : “Kooompany”  language variation : “diables” = “devils”=“duivels”  relationship between key words: “goal” + “RTL”
  3. 3. Methodology TELEVISION AUDIENCE CIM TV Audimétrie GFK, 15-54 year, Live+Guest, rating (000-%), reach (20% non cum.) Difference between PROGRAM (total broadcast) and BROADCAST (Diffusion of a program) SOCIAL AUDIENCE  AUDIENCE SOCIAL : Number of Twitter and Facebook messages related to a program (20 minutes before, during, 20 minutes after)  MESSAGES : “Noise” for Twitter (tweets and retweets) and Facebook (post on the official fan page of the program and comment on post)  UNIQUE USER : Number of active users accounts during the TV program monitoring  COMMUNITY : Number of likes/fan (Facebook) and followers (Twitter) of the related program official account  SENTIMENT : Estimated percentage on the basis of opinion (positive-neutral-negative) expressed in tweets about the TV program  DEMO-GENDER : Estimated % from automated datamining based on account names when available on Twitter messages  TAG CLOUD : Visualization (centrality and size of words) of the frequency of most quoted words about the program
  4. 4. RESULTS & OBSERVATIONS
  5. 5. Sport and candidate shows are the most social #messages 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 6.498 5.997 4.248 2.441 1.833 1.604 1.449 996 554 479 World Cup Qualifier, Kroatië – Belgie - 11/10 UEFA Champions League, Anderlecht vs Paris SG - 23/10 So you think you can dance - 13/10 Wielrennen, WK Wielrennen Firenze - 29/09 De slimste mens ter wereld - 31/10 Belgium’s Got Talent - 11/10 De zevende dag - 13/10 De grote sprong - 04/10 Het lichaam van coppens - 12/09 Cofidis cup, Oudenaarde vs Club Brugge - 25/09 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 5.751 5.553 4.307 3.717 2.542 2.140 2.110 780 741 707 Qualification Coupe Du Monde, Croatie vs Belgique - 11/10 UEFA Champions League, Benfica vs Anderlecht - 17/09 C'est du belge: Rendez-vous Grand-Place - 27/09 Belgium's got talent - 22/09 Soirée CAP 48 - 13/10 UEFA Europa League, Standard vs Esbjerg FB - 19/09 Cyclisme, Championnats du monde sur route - 29/09 La nouvelle star - 31/10 Le meilleur pâtissier - 28/10 L'amour est dans le pré - 05/11 Source : Top 10, broadcast with no duplication, North & South based on number of messages
  6. 6. Social Media noise, an highly concentrated metric North 6% Source : Pareto’s curve model Of tracked programs 50% 80% Of tracked messages 6% South 22% 14% Of tracked programs mentions = noise
  7. 7. Red Devils : a strong common value Messages : The most noisy categories 6 498 Kroatië – België 11/10 2 625 2 078 Sport Sport 4 248 SYTYCD 13/10 966 4 307 RDV Grand Place 27/09 1 443 Variety Candidate Show 1 449 De Zevende Dag 13/10 902 5 751 Croatie – Belgique 11/10 Political Source : North&South, Messages Facebook&Twitter 3 717 Belgium’s got talent 03/11 1 362 Candidate Show
  8. 8. Men tend to be more active & engaged viewers except for the candidate shows TV Benchmark Social Social & TV data Sport Political Source : National, Twitter, gender, >100 messages and >50 unique users Magazine Candidate Show Variety
  9. 9. Women in the South are less social than their Flemish counterparts, men show the same behavior North&South 71% 29% 49% 49% Social 51% Index 84 vs TV Index 119 vs TV Candidate Show 58% 42% 38% 38% Social 62% Index 69 vs TV Index 103 vs TV Variety 17% 83% 18% Social 82% 82% Index 164 vs TV Index 168 vs TV Political 17% Social 83% Index 130 vs TV Sport Source : North&South, Top feminine & top masculine, by category, Twitter 83% 18% Social 82% Index 125 vs TV 82%
  10. 10. Sentiment is linked to the topics more than the programs and vary week on week 53% 11/09 La maternité trop vue comme un hôtel ? 20% 23/10 Caméras intelligentes, une bénédiction ou une malédiction? 45% 17/10 Pourquoi malade dans les transports 17% 16/10 Animaux qui baignent dans le luxe et vivent comme des humains 44% 13/10 Opération de solidarité de la RTBF 14% 18/09 Alimentation et faux sucres Source : Top North&South positive&negative sentiment on Twitter, Selection broadcast = >100 messages and >50 unique users 40% 15/09 Best of international avant le lancement de la saison 2 13% 10/11 Affaire Wesphael : l'immunité parlementaire en question
  11. 11. North is more Social TV friendly… wrong ! Selection Sports Because Exact same broadcast North & South            Croatie vs Belgique Belgique vs Pays de Galles Belgique vs Colombie Anderlecht vs Olympiakos Anderlecht vs Paris SG Paris SG vs Anderlecht IF Elfsborg vs Standard Genk vs FC Thoune Genk vs Rapid Vienne Rapid Vienne vs Genk Championnats du monde de cyclisme sur route Total Messages 56% VS 44% Belgian population Smoothing Index calculation basis 61% VS 39% Index Messages/Population 92 Source : North&South, Category Sports, Messages Facebook&Twitter VS 113
  12. 12. South is slightly more familiar with Social TV Selection Candidate Show Because of high similarities on North & South Total Messages Index Messages/Population 33% VS 67% 54 VS 173 94% VS 6% 154 VS 15 79% VS 21% 129 VS 55 57% VS 43% 94 VS 110 Selection Political Because of high similarities on North & South TOTAL SELECTION Sports, Belgium’s got talent, Politicals Source : North&South, Category Candidate Show and Political, Messages Facebook&Twitter
  13. 13. For each show a specific community profile Twitter #fans ; #followers OLD Source : Example North&South on different broadcast, Community Facebook&Twitter NEW Facebook Intermediate
  14. 14. Evolution of the community is dependent on the maturity of the program OLD Twitter NEW Facebook Intermediate +15% #fans ; #followers +7% +12% +92% +15% +26% +25% +12% +45% +13% +24% Source : Example North&South on different broadcast, Community and evolution Facebook&Twitter +26%
  15. 15. Vast majority of messages are generated on Twitter OLD Twitter NEW Facebook Intermediate +15% #fans ; #followers +7% +12% +92% +15% +26% +25% +12% +45% +13% +24% Source : Example North&South on different broadcast, Community and evolution Facebook&Twitter +26%
  16. 16. Social & TV : The perfect MATCH Tweets/minutes Tweets/minutes Region Advertising Program (adv excluded) Pg vs Adv North 17 26 +52% South 16 27 +73% Source : North&South, Broadcast, difference between tweetw messages/minutes during program vs during advertising
  17. 17. During ads, second screen becomes first one -38% Programs that generate “buzz” suffer less from zapping Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ -58%
  18. 18. The Havas Social TV indicator SRP : Social Rating Point TV Reach Social Audience Total Messages = X 100 Reach TV (20%) Average: national 0,18 north 0,13 south 0,27 How to read SRP ? 2 SRPs = 2% of TV reach is also messaging about the show on social networks with 1 message by unique user 2 SRPs = 1% of TV reach is also messaging about the show on social networks with 2 message by unique user Source : National, Reach 000 (20% non cum.), 15-54 year
  19. 19. Croatia - Belgium TV Reach 20% - 842 640 TV Reach 20% - 632 609 Total messages – 6 498 Total messages – 5 751 SRP = 0,77 (av. 0,13) Source : SRP on Sport, North&South, 15-54 year SRP = 0,91 (av. 0,27)
  20. 20. Top SRP – North Program SRP UEFA Champions League - Anderlecht vs PSG (23/10) 1,35 So you think you can dance (13/10) 1,03 WK Wielrennen Firenze (29/09) 0,84 De zevende dag (13/10) 0,78 World Cup Qualifier - Kroatië vs Belgie (11/10) 0,77 Astrid in wonderland (20/09) 0,35 De slimste mens ter wereld (31/10) 0,29 Belgium's Got Talent VTM (11/10) 0,25 Cofidis cup - Oudenaarde vs Club Brugge (25/09) 0,21 Singl3s (11/09) 0,21 Source : Top 10 North by broadcast, ranking on SRP
  21. 21. Top SRP – South Program SRP UEFA Champions League - Benfica vs Anderlecht (17/09) 2,32 Championnats du monde de cyclisme sur route (29/09) 2,19 Rendez-vous Grand-Place (27/09) 2,09 Soirée CAP 48 (13/10) 1,36 Belgium's got talent (22/09) 1,10 UEFA Europa League - Standard vs Esbjerg FB (19/09) 1,02 La nouvelle star (31/10) 0,95 Qualification Coupe Du Monde - Croatie vs Belgique (11/10) 0,91 Mise au point (03/11) 0,56 Un gars, un chef (18/09) 0,40 Source : Top 10 South by broadcast, ranking on SRP
  22. 22. Mapping SRP – North (no sports) Source : TV audience index North av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked
  23. 23. Mapping SRP – North Zoomed (no sports) Source : TV audience index North av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked
  24. 24. Mapping SRP – South (No Sports) Source : TV audience index South av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked
  25. 25. Mapping SRP – Zoom South (No Sports) Source : TV audience index South av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked
  26. 26. Mapping National - Sports Belgian’s team games generate better audiences both on Social Media & on TV but audiences are averagely more qualified and committed for less main stream games (cfr Cyclism & Anderlecth). Source : TV audience index National Sports 15-54 (duplication) ; index Social audience 13+ based on #messages tracked
  27. 27. Mapping National - Categories Sport & Candidate show are unsurprisingly over-performing in terms of audiences. Political show are broadcasted during the day but : Combined Audience Indicator (CAI) is as strong as for candidate shows & Social Frequency Indicator is the strongest (2,73 mentions/unique user) Source : TV audience index National av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked
  28. 28. Conclusion Communities Facebook + Twitter Viral Impressions Social Audience’s friends Total Messages Facebook & Twitter Social Active Users
  29. 29. Example Communities Facebook + Twitter 13/10 125 207 ? 4 248 2 933 Viral Impressions Social Audience’s friends Total Messages Facebook & Twitter Social Active Users
  30. 30. How to improve ? Communities Facebook + Twitter Communities Viral Impressions Facebook + Twitter Social Audience’s friends Total Messages Facebook & Twitter Viral Impressions Social Audience’s friends Total Messages Facebook & Twitter Social Active Users Social Active Users
  31. 31. THANK YOU facebook.com/HavasMediaBelgium fr.slideshare.net/havasmediabe

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