Strategies to increase the rating based on the implementation of the data from the Hispanic market in EEUU.

1. How to increase Scripted Hispanic show’s
rating through the implementation of Big
Data?
From Macro to Micro Analysis - From Big Data to the Script
By Paola Alliegro
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2. The data from the Hispanic Market represents a valuable tool to increase ratings, but
the lack of a Data Driven’s concept in companies limits the ability to develop strategies
that involve analysis of every detail in a story.
In order to get a larger audience, we must understand the Latinos in EEUU, and this
can only be possible through the Big Data. We cannot pretend to let a million dollar
decision to an expert’s opinion; we must make a serious study in detail; moving from a
macro to micro analysis … Transferring from Big Data to the scripts.
I don't think there is a secret formula to increase ratings, however with the
implementation of Big Data we would be able to:
1. Making predictions about the performance of each actor or actress in certain
projects, stories, brands interaction, demographics, and others.
2. Involve valuable information about Hispanics in the scripts (not generally, if not
specifically in each script).
3. Facilitate the prediction of trending topics from the Hispanic market in order to be
included in the scripts.
4. Make changes to the story according to the sentiment of the audience in real time
(from small details, to the output of a character, or the redirection of a sub-story in
the drama).
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3. 1. Cast Analysis
The selection of the main actors usually comes from high level Executive decisions
and Casting Department, because there are many factors involved before hiring an
actor: budget, availability, similarities to the characters in the script, level of
performance, availability to work in US, availability to speak in a neutral hispanic
accent, among others. But Big Data allows us to go further and obtain information to
make the best decision. For example:
Demographics Pro is an analytic tool that work with followers in a deeper field. The
characteristics that we should looking for are:
- Location: the distribution of followers in EEUU to know the scope in the major
Hispanic cities. Having this information the project can develop a strategy to identify
actors who have more popularity in these cities.
-
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4. - Age: this resource can help assign an actor/actress to the air time of the majority of
their followers (8 PM, 9 PM or 10 PM). For example, 54.9% of the example below
have followers from 19 years old and under. If we understand that the priority of the
project is the 18-35 years old target audience, then it could be a bad decision to
assign this actor/actress to primetime.
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5. Other relevant points that allow significant analysis is occupations of the followers,
interests, brands that they follow (this information could be used to achieve sales and
product placement).
Topsy It is another very useful tool for analyzing the actors through feedback from
their followers in social media.
In the graph below we can see the behavior of everything related to this example in
the past few days or weeks.
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6. Beyond seeing an actress/actor in particular, this tool works very well if we compare
the performance of two actresses/actors. For example I used actress B to make a
comparison with the prior example (let’s call it actress A)
The sentiment of actress B is 50 and the number of tweets is less than half than
actress A. The important thing here is to see that actress A has more movement on
social networks than actress B, and along with other analysis, it led us to make
decisions regarding the selection of an actress for a particular project.
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7. 2. From Hispanic Data to the scripts
The study of the Hispanic market is very wide and there are now many studies that
provide valuable information for the entire industry. First, it must be produced with
little distance from the air in order to implement these tools. Second, the writers must
work with the data during the recording process in order to make the strategic
changes. For example:
* The value of family: according to the US Census Bureau in 2010, the percentage of
Hispanic families with five or more members was 21.7% comparable with the rest of
the population that was 8.3%. For families with three or more people the percentage
is 60.8% and the rest is 36.5%. e.g.: cars commercials.
* Education: only 62% of US Hispanics 25 years of age and older had completed high
school or equivalent, in contrast to the 92% percent of non-Hispanic whites. In other
words, almost 40% of adults US Hispanics had not finished high school by 2010.
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8. * Truck sales: Data from R.L. Polk, which measures Hispanic Registrations for the
automotive industry, showed that Ford and Chevy dominated the full size pick-up
sells. An advertising agency named Conill which was trying to increase the sells of
Toyota Tundra truck for the Hispanic Market in US, said that Ford and Chevy trucks
was their lifetime dream because back in Mexico these two brands symbolized
strength and authenticity.
* Geographic concentration: California and Texas contain more than 50% of all US
Hispanics. Others cities are New York, Miami and Chicago. There exist a few cities
with a disproportionate Hispanic growth in comparison with the rest of the country:
Minneapolis, Charlotte, Chapel Hill, Atlanta, Las Vegas and Denver.
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9. Others examples of Hispanic Markets studies are:
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10. 3. Prediction of Trending Topics in order to be included in the scripts
The time that Hispanics spent in social media daily has ranked as the fastest
growing ethnic group in the US. That's why the Hispanic television should seize this
opportunity and bring the successes of the internet to the Latinos TV screen. The best
example is "The Ellen DeGeneres Show" where daily the production of this program
analyzes the social media for future trending topics in order to captivate their
audience ... and the ratings.
Below it is a famous example, when the program discovered a viral video of two girls
in England who sang a song of Nicki Minaj. They brought them to the program and the
success was such that the girls ended up having a section in the program for special
events.
The approach is to use a software (or develop it) that allows us to include in the
scripts future prospects of trending topics that Hispanics are fervently following in the
internet. To do this, the scripted project must be recording the scripts not so far from
what is aired. It a difficult, but an innovative challenge that seeks to increase the target
of 18-35 years old.
“With large amounts of data, organizations can identify patterns and build new models
to predict future actions rather than simply analyzing the past through the old standard
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11. of descriptive analytics”. According to Dr. Michael Wu, chief scientist at social customer
experience management firm Lithium Technologies.
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12. 4. The sentiment of the aired scripts
Another important point is to measure daily the performance of each episode after it
airs, not only check the ratings, if not the social media. Understand what are the views
of the audience for each sub story, each character, etc., to be able to make changes
that favor the project. This analysis can be done in the same way as the Cast analysis
through Topsy:
The Topsy’s chart shows on May 4th a greater movement in social media, and after
analyzing the data you could see that this day was a very good episode that everybody
loved, where a character teaches his sister how to be more feminine and later meets
the love of her life.
This type of analysis conducive to strengthening these sub stories that the audience
liked very much. Also, you can analyze when is a special preference with an actress/
actor which is not the main character but the fans followed and retweeted more. The
production of the project by having this information could decide to develop more this
sub story to promote the rating.
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13. 5. Develop an app for Hispanics in order to compiling Big Data.
Today many companies create free apps for the mere purpose of selling the data of
its users. Is it ethical? it may not be, but this tool is used by large companies and has
worked very well. So a good way to gather data from the Hispanic market would be
through an app especially dedicated to Latinos in US, that have nothing about TV
shows, nor the actors, and not even mention a TV channel. It should be a very useful
and free app for all Hispanics and provide them benefits in some way.
"Silicon Valley is excellent at founding and funding companies that give you free apps
and then collect and sell your data when you use them" from the article "Rich see a
Different internet than the Poor".
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