The document analyzes social media sharing data from the ShareThis platform related to TV shows over a 3 month period. It finds that around 10% of total social events on the platform were about TV shows. The analysis then explores differences in social behaviors across channels like Facebook, Twitter, Pinterest etc. in terms of device usage, time of sharing, genre preferences, demographics and other factors. Key findings include certain channels being more mobile-dominated now while desktop is still important for Pinterest. Sports content is more prominent on Twitter due to its real-time nature. Demographics like gender and age also vary significantly across channels.

1. 1
Social
TV:
Cross
channel
insights
on
the
ShareThis
pla4orm
Saikat
Mukherjee
Principal
Data
Scien/st
ShareThis
Inc.

2. Sharing
widgets
across
2.4
Million
publishers
2
ShareThis
widgets

3. 3
Sharing
widgets
across
120+
social
channels
Widget
Stats
For
January
2014

4. 4
The
ShareThis
Adver/sing
PlaGorm
The ShareThis platform allows marketers to utilize first party sharing data to meet their advertising
objectives
SHARETHIS ADVERTISING PLATFORM
Social insights for
brands
INSIGHTS MEDIA REPORTING
Ad targeting across
digital media formats
Advanced campaign
reports and proven
performance
210MM USERS

5. Social
TV
–
From
TwiKer
to
many
channels
5
But
no
clear
understanding
on
the
compara/ve
differences
between
social
channels

6. Social
TV
Data
• 3
months
of
data
(Jan
–
Mar
2014)
• Iden/fied
social
on
4,534
TV
shows
out
of
which
2,043
are
current
shows
• Number
of
Social
TV
events
=
119.5M
– Approx.
10%
of
our
social
data
is
on
TV
shows
6
facebook
twiKer
pinterest
reddit
stumbleupon
blogger
copy_text_share

7. Outline
of
the
Insights
Differences
in
social
behavior
across
channels
on
TV
shows
along:
– Mobile
vs.
Desktop
devices
– Time
of
day
when
social
happens
– How
much
social
is
(near)
real
/me
– Genres
across
channels
– Demographics
across
channels
(age,
gender)
– Geographical
regions
7

8. Difference
in
Device
usage
between
the
channels
8
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Windows
(mobile
+
tablet)
Android
Tablet
Android
Mobile
iPad
iPhone
Mac
PC
-­‐ Pinterest,
TwiKer,
and
FB
are
now
mobile
dominant
networks
-­‐ Tradi/onal
desktop
social
TV
in
Pinterest
is
almost
half
of
FB!

9. Time
of
Day
for
social
-­‐
FB
9
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
-­‐
Steady
growth
in
social
from
mid
aeernoon
to
evening
peak
/me

10. Time
of
Day
for
social
-­‐
Pinterest
10
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
Hour
of
Day
-­‐
Steady
growth
in
social
from
mid
aeernoon
to
early
evening
followed
by
a
sharp
peak

11. Time
of
Day
for
social
-­‐
TwiKer
11
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
Hour
of
Day
-­‐
Aeernoon
sitcoms
as
well
as
evening
peak
show
/me

12. Social
TV
-­‐
same
day
to
near
real
/me
during
show
/mes
12
0
2
4
6
8
10
12
Same
Day
Near
Real
Time
%
of
Social
TV
which
happens
on
the
same
day
and
same
hour
(+/-­‐1)
of
the
show
air
/me
-­‐ TwiKer
is
the
most
real
/me
of
the
all
channels
-­‐ Tumblr
and
StumbleUpon
are
preKy
close
too
-­‐ FB
despite
its
huge
volume
is
not
too
real
/me

13. Most
social
Genres
–
over
all
channels
13
Family
Drama
Comedy
Sports
Ac/on
Talent
Adventure
14%
12%
12%
8%
7%
Overall,
more
than
50%
of
the
social
TV
shows
fall
in
Family,
Drama,
Comedy,
Sports,
and
Ac/on

14. Genres
across
channels
–
differences
in
what
is
socialized
14
0
5
10
15
20
25
FB
TwiKer
Pinterest
Tumblr
Cinema/Theater
Music
Ac/on
Sports
Comedy
Drama
Family
-­‐ Comedy
is
significant
in
Pinterest
and
Tumblr
but
not
as
much
in
TwiKer
and
FB
-­‐ Sports
is
significant
in
TwiKer
(the
‘real-­‐/me’
component?)
-­‐ Cinema/Theater
&
Drama
is
significant
in
Tumblr
-­‐ Music
is
significant
in
Pinterest
(skew
to
Females?)

15. Genres
across
channels
–
near
real
/me
social
15
0
5
10
15
20
25
FB
TwiKer
Pinterest
Reddit
Tumblr
Horror/Supernatural
Ac/on
Comedy
Drama
Sports
Family
Only
social
events
which
happens
during
and
+/-­‐
1
hr
of
the
show
air/me
-­‐ Sports
is
big
in
most
of
the
channels
(except
Tumblr)
-­‐ Family
shows
are
bigger
in
FB
&
Pinterest
while
not
so
in
TwiKer

16. Demographics
of
audience
–
Gender
and
Heritage
across
all
channels
16
Gender
Male
Female
Ethnicity
Caucasian
African
American
Hispanic
Asian
42%
58%
86%
**
The
demographics
comes
from
integra/on
with
3rd
party
data
sources

17. Demographics
across
channels
–
Age
17
0
5
10
15
20
25
30
35
18-­‐25
26-­‐35
36-­‐45
46-­‐55
55+
Reddit
Pinterest
TwiKer
FB
Reddit
and
TwiKer
skew
towards
younger
audiences
while
FB
has
more
mature
audiences

18. Demographics
across
channels
-­‐
Gender
18
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Female
Male

19. Geographies
–
Metropolitan
areas
across
channels
19
-­‐ Social
TV
on
TwiKer
is
very
strong
on
the
east
coast
metros
-­‐ Social
TV
on
Pinterest,
on
the
other
hand,
resonates
in
smaller
metros

20. Summary
of
Cross
Channel
Social
TV
Insights
20
Thank
you!
saikat@sharethis.com
Significant
differences
between
social
channels
e.g.
-­‐ Pinterest
and
TwiKer
are
much
more
mobile
centric
than
other
channels
-­‐ TwiKer
is
best
for
capturing
(near)
real
/me
conversa/ons
-­‐ TwiKer
is
great
for
Sports
but
Pinterest
is
beKer
for
Comedy
-­‐ Reddit
skews
towards
young
and
male
while
Pinterest
is
more
towards
young
and
female
-­‐ Coastal
DMAs
use
TwiKer
dispropor/onately
for
social
TV
Marketers
need
to
be
aware
of
these
differences
as
they
crae
and
target
their
message
ShareThis,
with
its
broad
cross
channel
social
plaGorm,
is
uniquely
posi/oned
to
iden/fy
these
nuances