The document analyzes the impact of social media on television ratings, specifically focusing on the Turkish TV series 'Muhtesem Yüzyıl'. It discusses the evolution of TV ratings in Turkey, the significance of viewer engagement on platforms like Twitter, and how this data can complement traditional TV ratings. The findings include viewer demographics, tweet activity related to the show, and insights into audience sentiment and character popularity.

1. TV Ratings Got Social: a case study
on famous turkish tv series
Muhtesem Yuzyil
Cem Sütçü
Burak Polat
Marmara University, Faculty of
Communication

4. Television
Tèle [Greek]: Far ; Visio [Latin]: Sight
A telecommunication medium
that is used for
transmitting and receiving
moving images and sounds.

5. Daily basis Television Ratings begins.
1973
On May 28th of 1928, first television station
W2XB begins broadcasting in NY. –
Foundation of CBS
1928
1926
On January 23rd of 1926 John Logie Baird
the Scottish Invertor, gave the world’s first
public demonstration of a mechanical
television device.
On June 27th of 1951, CBS began airing the
first regularly-scheduled color television
series; “The World Is Yours!” with Ivan T.
Sanderson
1951
1941
On July 1st of 1941 the first official, paid
television advertisement was broadcast in
United States of America.
1963
Television becomes the primary medium of
getting news.

6. On March 3rd of 1971, TRT start to air
advertisements.
1971
1968
On January 31st of 1968, Turkish Radio and
Television Corporation (TRT) started
broadcasting.
2011
1100 of 2224 households’ information that
has Peoplemeter is leaked. On December
20th of 2011, AGB Nielsen’s contract was
canceled and TNS/Kantarmedya offically
started the TV Ratings operations for
Turkey.
On August 4th of 1990, Magic Box Star 1
(Current name is Star TV) as the first private
channel in Turkey, started to broadcast.
1990
1989
AGB Nielsen started TV Rating operations
in Turkey.

7. Producers Broadcasters Advertisers
Needs to keep producing the content.
(Survival)
Desires a raise in contract.
(Growth)
Needs to keep broadcasting the content.
(Survival)
Desires higher TV spot prices.
(Growth)
Needs to achieve the brand’s objectives.
(Survival)
Desires more consumers.
(Growth)

8. Ratings
Rate; Reputare [Latin]: To count over, reflect
The estimated audience size of a particular television programme.1
A percentage measure of total households or population owning TVs who are
turned to a particular program or station at specific time.2
Rating = Audience Tuned to Program / Total Population
Share = Rating / Total TV Audience
1Oxford Dictionary
2Television Advertising Bureau

9. Who
What
When

10. Essential concerns are
Reliablity
&
Accuracy

12. Social Media
Socialis [Latin]: Living with others | Medius [Latin]: Intermediate agency
A digital new communication medium
that is relatively
free of time and space boundaries
and
open to interactivity.

15. Viewer Measurement in Social Media
Videre [Latin]: To see | Meteri [Latin]: Ascertaining spatial dimensions of
Gathering and analyzing the data
of Social Media
for a TV Show
according to selected metrics.

16. Viewer Measurement in Social Media
Videre [Latin]: To see | Meteri [Latin]: Ascertaining spatial dimensions of
1
Defining the Objectives
2
Selecting Metrics
3
Gathering Data
4
Analysis
5
Review

17. Viewer Measurement in Social Media
Videre [Latin]: To see | Meteri [Latin]: Ascertaining spatial dimensions of
-Gathering Data from Social Media-
Client API Request
Server / Data Source
Embassy
RESPONSE
Traveller Passaport

18. Nielsen’s Twitter TV Rating
On December 17th of 2012, Nielsen announced an agreement with Twitter to create the “Nielsen Twitter TV Rating”.
A measure of the
total activity and reach of TV
that is based entirely on Twitter data to1:
- Improve media planning and buying
- Measure effectiveness
- Identify true influencers
1Nielsen Social

19. Social Media TV Rating in Turkey

20. Twitter
An online social networking service
that enables users to
send and read
short 140-character messages called “tweets”.
Twitter 101
Username (@): The unique address of the user
Retweet (RT): Reposting a tweet
Mention: Replying a tweet with adding an username in the tweet
Hashtag (#) : Words and phrases with a ‘#” that is used to track conversations.
Follow: Following an user
Trending Topics: Popular hashtags

21. Gathering Data from Twitter
The Metadata List
The Screen Name of User
Username
User ID
Number of Tweets
Tweet’s Unique ID
Text in Tweet
Creation Date
ID of an existing tweet that the tweet is in reply to
The screen name & User ID of replied to tweet author
User Bio
User URL
Location
Rendering Info
The Creation Date of the Account
Whether the account has contributors enabled
Number of favorites user has
Number of tweets user has
Number of users user follows
Number of user follows user
The time zone and offset for user
The user’s selected language
Whether a user has Verified badge
Whether a user is protected or not

22. Gathering Data from Twitter
The Metadata List
The Screen Name of User
Username
User ID
Number of Tweets
Tweet’s Unique ID
Text in Tweet
Creation Date
ID of an existing tweet that the tweet is in reply to
The screen name & User ID of replied to tweet author
User Bio
User URL
Location
Rendering Info
The Creation Date of the Account
Whether the account has contributors enabled
Number of favorites user has
Number of tweets user has
Number of users user follows
Number of user follows user
The time zone and offset for user
The user’s selected language
Whether a user has Verified badge
Whether a user is protected or not

23. CAN WE NOW USE
TWITTER
TO CREATE
THE ULTIMATE
TV RATING
SYSTEM?

24. Nevertheless audience measurement on social media data is
complementary for TV Ratings.

25. Why?
1
TV Ratings is based on demographic segmentation. Twitter
does not have demographical data.
2
Accuracy & Reliability of Data

26. Nevertheless
1
Tweet frequency of a TV program in Twitter within a particular time span
can be seen as complementary.
2
Measuring the responses of social media users about a particular TV
Program can help producing better content and effective CRM.
&
Twitter has a great Word-of-Mouth potential, understanding behaviors of
the users will support promoting the show.

28. Muhteşem Yüzyıl
(Magnificent Century)
A prime-time historical Turkish soap opera television series based on Süleyman
(Suleiman) the Magnificent, Sultan of Ottoman Empire from 1520 to 1566.
4 Seasons, 139 Episodes
75 Countries, 150 Million Viewers1
1Culture and Tourism Ministry Copyright Division

29. Data Provided by

30. Data Provided by
Case Study
19703 Tweets are gathered for Muhtesem Yuzyil’s last 4 episodes
at the days the show aired from 20:00 to 00:00.
Date All Tweets Unique Tweets Users
21.05.2014 1152 710 943
28.05.2014 2494 1745 1950
4.06.2014 5746 3127 4487
11.06.2014 10311 5511 8288

31. Data Provided by
Case Study
19703 Tweets are gathered for Muhtesem Yuzyil’s last 4 episodes
at the days the show aired from 20:00 to 00:00.
40%
60%
Male
Female

32. Data Provided by
Case Study
Content Analysis on 21.06.2014
250
200
150
100
50
0
20:00 21:00 22:00 23:00 24:00
42% of the overall activity happened between 22:45 - 23:30 timespan.

33. Data Provided by
Case Study
Content Analysis on 21.06.2014
20:00 21:00 22:00 23:00 24:00
250
200
150
100
50
0
30% of the overall activity is directly related to the episode’s plot.

34. 0.60
0.40
0.20
0.00
-0.20
-0.40
-0.60
-0.80
Data Provided by
Case Study
Content Analysis on 21.05.2014
Frequency of Tweets
20:00 21:00 22:00 23:00 24:00
R=0,3701 : Weak but positive correlation
Positiveness of Tweets

35. Data Provided by
Case Study
Content Analysis on 21.05.2014
5% of the total users (47 users) created the 22% of the overall tweets.
14% of those users (5%) does not exist now. (Suspended or Frozen Accounts)

36. Data Provided by
Case Study
Content Analysis on 21.05.2014
5% of the overall tweets (60 tweets) constitute the 20% of the overall dataset.

37. Data Provided by
Case Study
Content Analysis on 21.05.2014
Declaration of Viewing [DoV](Başlamak, İzlemek, Zamanı, Keyfi) : 10% of overall content, mostly
tweeted (23% of the overall DoV) at 20:45-21:00 timespan.
Tweets about Final Episode [TaF] : 8% of overall content, mostly tweeted between
23:10 to 23:30 timespan (54% of the overall TaF).
Strictly Irrelevant Contents to the TV Show Content:
Spam Link : 2%
TV Rating Tweets: 7%
Retweet Requests: 1%
Total: 10%

38. Data Provided by
Case Study
Content Analysis on 21.05.2014
Complaints
Misinformation 28
Language 14
Negative Effect 12
Plot 8
Acting 6
Advertisement 5
Production 3
Channel 1
Total 77
% of Unique Tweets 11%
Compliments
Soundtrack 72
Acting 66
Plot 57
Channel 4
Total 199
% of Unique Tweets 28%
of the complaints are on defective reflection of the history.
of the compliments are on the soundtracks of the show. 36%

39. Data Provided by
Case Study
Content Analysis on 21.05.2014
Rank Characters Percentage
1 Beyazid 33,91%
2 Süleyman 18,70%
3 Mustafa 13,04%
4 Selim 7,39%
5 Ebusuud 6,96%
6 Hürrem 6,96%
7 Mihrimmah 4,78%
8 Rüstem 2,61%
9 Fahriye 2,17%
10 Şah Sultan 1,74%
11 Lala 1,30%
12 Pargalı 0,43%
Tweets about the character that contains compliments for the actor:
65% - Halit Ergenç (Sultan Süleyman)
17% - Aras Bulut İyinemi (Beyazıd)

41. Twitter TV Ratings
can not be seen as
the ultimate TV Rating system
but it can be see as a complementary.

42. Why Twitter?
1
The API
2
Twitter users are most likely tend to share publicly relative to
other online social networks.

43. What kind of
social media platform
will provide a
reliable and accurate data
for ultimate audience measurement?

44. Peoplemeter
to
Usermeter

45. The New Television

46. благодаря