This document summarizes the results of a social TV study conducted in Belgium from September 1st to November 17th, 2013. It analyzed 107,324 social media mentions of 43 TV programs across 11 channels. Key findings include: women were more engaged on social media than men for most genres of shows except sports and politics; the top programs by social mentions were about talent/dance competitions, reality/variety shows and sports; and viewers were more active on Facebook than Twitter across all genres except politics.

1. MATCH STUDY
SOCIAL TV STUDY FROM 01 SEPTEMBER TO 17 NOVEMBER 2013
SPORTS
PROFILE
POLITICAL
35 17
WOMEN TV
WOMEN SOCIAL
CANDIDATE SHOW
33
50
52
50
48
VARIETY
36 41
59
56 57
64
67
81
83 65
MEN TV
MEN SOCIAL
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
MAGAZINE
19
% Social & TV Data
World Cup Qualifier, Kroatie – 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
5.751
5.553
4.307
3.717
2.542
2.140
2.110
780
741
707
TOP 10
Total Messages Facebook & Twitter
78 TRACKING DAYS
11 CHANNELS
11 NEW PROGRAMS
43 PROGRAMS
423 BROADCASTS
107.324 MENTIONS
58 CANDIDATE SHOWS
29 SPORTS
36 PRIME TIME
32 POLITICALS
161 MAGAZINES
56 FICTIONS
87 VARIETIES
6.498
5.997
4.248
2.441
1.833
1.604
1.449
996
554
479
43
44
+15%
COMMUNITY
+7%
Facebook Twitter
evolution
+25%
+92%
+12%
+13%
BENCHMARK
TYP
E OF
COM
+12%
+26%
SO YOU THINK
YOU CAN DANCE S05
+15%
OLD
MUN
GEUBELS EN DE
BELGEN S01
ITY
ASTRID IN
WONDERLAND S04
NEW
TWITTER
+24%
+45%
+26%
ON N’EST PAS
DES PIGEONS S04
BELGIUM’S GOT
TALENT RTL S02
FAcebook
INTERMEDIATE
97%
MESSAGES
88%
95%
99%
Twitter Facebook
85%
12%
80%
5%
3%
15%
SO YOU THINK
YOU CAN DANCE S05
ASTRID IN
WONDERLAND S04
1%
20%
BENCHMARK
GEUBELS EN DE
BELGEN S01
ON N’EST PAS
DES PIGEONS S04
BELGIUM’S GOT
TALENT RTL S02
Average :
National 0,18 North 0,13 South 0,27
1,35 UEFA Champions League - Anderlecht vs PSG (23/10)
1,03
0,84
0,78
0,77
TV REACH
SRP : SOCIAL RATING POINT
SOCIAL
AUDIENCE
So you think you can dance (13/10)
WK Wielrennen Firenze (29/09)
De zevende dag (13/10)
World Cup Qualifier - Kroatië vs Belgie (11/10)
0,35
0,29
0,25
0,21
Astrid in wonderland (20/09)
De slimste mens ter wereld (31/10)
Belgium's Got Talent VTM (11/10)
Cofidis cup - Oudenaarde vs Club Brugge (25/09
0,21 Singl3s (11/09)
X100
REACH TV (20%)
2,32 UEFA Champions League - Benfica vs Anderlecht (17/09)
2,19 Championnats du monde de cyclisme sur route (29/09)
2,09
1,36
1,10
1,02
DURING ADS, SECOND SCREEN BECOMES THE FIRST ONE
-38%
-13%
-5%
Complete results on fr.slideshare.net/havasmediabe
0,95 La nouvelle star (31/10)
0,91 Qualification Coupe Du Monde - Croatie vs Belgique (11/10)
0,56 Mise au point (03/11)
0,40 Un gars, un chef (18/09)
-12%
PROGRAMS THAT GENERATE “BUZZ” SUFFER LESS FROM ZAPPING
Rendez-vous Grand-Place (27/09)
Soirée CAP 48 (13/10)
Belgium's got talent (22/09)
UEFA Europa League - Standard vs Esbjerg FB (19/09)
-58%
TOP SRP SOUTH
TOTAL MESSAGES
-21%
TOP SRP NORTH
THE HAVAS SOCIAL INDICATOR