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ShareThis TV Study

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The way we consume TV shows has evolved in the digital age. We no longer follow linear schedules set by networks, but watch shows on-demand and on the go, with online viewing becoming increasingly prevalent. Moreover, the TV experience has evolved beyond the TV screen to become a multi-screen, social experience in which viewers share content before, during and after the shows they consume. Because of this evolution, we did a Social TV Research Study, to be released tomorrow (5/6) at 7am PT / 10am ET. We coupled our 1st party social data (46 Million users and 153 Million TV social signals per month) with Nielsen 3rd party TV viewing data and found correlations between sharing and viewing that demonstrates users who share content about shows are more likely to watch those shows.

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ShareThis TV Study

  1. 1. TV Drives 11% of Online Sharing Every month, 46 million U.S. users generate 153 million social signals about TV. ShareThis Social Intelligence Platform TV Audience Segments* 46 million U.S. users sharing about TV on 2.5 million sites and apps across 120+ social channels. 4.9 million TV viewers on 19 Audience Segments Online Social Profiles of Offline TV Audiences *Source: Nielsen Audience Segments, 2/1/2015 2  
  2. 2. TV IS A MAJOR DRIVER OF SOCIAL ACTIVITY ACROSS THE WEB. 3  
  3. 3. Comedy 9% Crime 8% Drama 21% Music 16% Reality / Variety 43% Sci Fi 3% Reality Series Drive Most of the Buzz Reality shows, talent competitions, and talk shows generate more than half of all TV related social activity. Social Volume by Genre % of total shares related to a specific genre Every month, reality and music series generate 91 million social signals 4  
  4. 4. On Average, 16% of Viewers Share About The Shows They Watch Engagement Rate – % of total viewers who share content about the show: •  Reality/Variety shows garner the most engagement from their fans, by far. •  Watchers of new series are 1.9x more likely to share about them. •  Streaming series (e.g. Netflix) draws 2.1x more social engagement than broadcast shows Comedy Crime Drama Music Reality/Variety Sci-Fi New Series Recurring Series Broadcast Streaming* 5  
  5. 5. Timing of Social Engagement Varies Drastically By Genre •  Social buzz around drama series dips during broadcast, but spikes after the show. •  Engagement with reality series and talk shows occurs mostly during show time. Engagement Rate by time – % of total viewers who share content about the show: Comedy Crime Drama Music Reality/Variety Sci-Fi 6  
  6. 6. Viewers Switch To Mobile To Socialize During Show Time Device Usage Over Time - % of total sharing activity by device by hour: 7  
  7. 7. Twitter Is Especially Active During Live Broadcast Time. Social Channel Usage Over Time – % of total sharing activity by device by hour: 8  
  8. 8. SOCIAL ACTIVITY DRIVES VIEWERSHIP 9  
  9. 9. How Does Social Impact Viewership? We overlaid Nielsen viewership data with ShareThis social data to calculate Social Tune-in Lift, a measure of the impact that sharing has on actual viewership Social = Baseline = # of new viewers who clicked on shared TV content. Total # of viewers who clicked on shared TV content. # of new viewers Total # of viewers Social Viewer Conversion Baseline Viewer Conversion 10  
  10. 10. Social Tune-in Lift Example: Downton Abbey Social = Baseline = # of new viewers who clicked on shared TV content. Total # of viewers who clicked on shared TV content. # of new viewers Total # of viewers Social Viewer Conversion Baseline Viewer Conversion 11   26K new viewers who clicked on shared DA content. 2.6M viewers who clicked on shared DA content. 39K New Viewers 8.4M Total Viewers 1.01% Social Conversion 0.47% Baseline Conversion 2.1x
  11. 11. 12   Tune-in Lift: Lift in viewership from users who click on shared content about a series Comedy Crime Drama Music Reality/Variety Sci-Fi New Series Recurring Series Broadcast Streaming* Users Who Click On Shared Content About TV Series Are 2.4x More Likely To Become Viewers Sharing about reality/variety series is the most likely to generate new viewership. New and streaming series garner nearly 2x as much tune-in lift as regular series.
  12. 12. Social Engagement Correlates With Higher Viewership 13   Downton Abbey: Avg weekly ratings rank: 9 Avg weekly social rank: 7
  13. 13. Social Is Especially Powerful In Driving New Viewer Discovery Correlation between social volumes and ratings tightens as average audience size decreases. Correlation is also strongest for series in their first or second season. 14  
  14. 14. The Impact Of Social Presents Profound Opportunities For Networks TV audiences are a prolific source of social activity. Social activity provides powerful insights into audience behaviors and serves as an effective barometer for viewership Sharing drives tune-in and discovery, especially for new and fledging TV series 15  
  15. 15. Drive Viewership With Social Insights Use social data to know who your most engaged audiences are, what they share, and how they share it. Align messaging with social affinities and deliver media to contextually relevant content. Use social signals to determine where and when to spend media dollars Heavy-up deployment around key events to drive conversion when conversations are abuzz. Monitor sharing trends in real-time and identify peaks of engagement before, during, or after broadcast. 16  
  16. 16. The ShareThis Value We make social data actionable For 50 of the top 100 Ad Age Leading National Advertisers. We leverage proprietary data + 3rd party data to generate unique insights. Every month, 46 million U.S. users generate 153 million social signals about TV. 1.9B Social Signals Per Month 1.9B Powering shares on over 3MM Websites 3MM 384 MM US Active User IDs 384MM Reaching 85% of the US internet population 85% Across 80+ Social Channels 80+ 17  

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