Semantic technology start-up Bluefin Labs has begun testing tools for marketers to monitor and measure TV's influence via social media.
"Marketers and TV networks are looking to us to understand how their audiences are responding to ads and shows on TV, and we are able to provide them with data in near real-time," said Deb Roy, MIT professor and CEO of Bluefin Labs. Some examples:
1.Geico TV commercials aired most frequently on NBC, followed by Spike TV, then TNT. But social engagement with the ads, as measured by highest response per airing, was highest for the ads appearing on FOX, Cartoon Network and CNBC (in that order). 2.Racy AXE TV commercials actually trigger slightly more responses from women [51%] than men — and their response is generally positive [72%]. 3.Thus far in 2011, FOX ranks as the most engaging network (as measured by audience response per show airing). Its top programming includes NFL, American Idol and Glee.
The data could also provide them with a view into which TV networks -- even which specific TV shows -- garner the highest levels of audience engagement via social media response.
Social media offers super qualitative measurement, which we’ve never really had before. Social media really offers the eye onto what people are really thinking. You can measure it in the sense that you can aggregate that information and you can put it together and get some value from that.”
In 2011, Deloitte predicts television will solidify its status as the current super media, defying some commentators’ prophecies of imminent obsolescence1. Viewers around the world will watch 140 billion more hours of television, revenues from pay TV in the BRIC2 countries will rise by 20 percent3; worldwide TV advertising will increase by $10 billion, and 40 million new viewers will be added; TV chefs will sell tens of millions more cookbooks than their non-televised peers4; TV shows will be the most common conversation topic around the world and the subject of more than a billion tweets5.
Television’s use of on-air prompts to drive new interactive experiences on Twitter has been taking place on TV for a while now. This usage allows shows to convey additional meaning and context and richer engaging actions.
For our clients we often provide very specific social-media best practices around their shows and Twitter. We thought it would be helpful to share a distilled generic version of Wiredset’s Twitter + Social Television Best Practices, below
TV Genius ranks the TV shows with the most tweets, and tracks each show’s progress over time. How the social TV data is collected
The TV Genius social TV algorithm tracks upcoming and current shows playing on TV in the UK. Whenever a show airs, TV Genius tracks the related conversations that are happening on Twitter using keywords and hashtags. This data is then analysed and ranked accordingly for the previous seven days. 1.“Maximum daily tweets this week” is calculated by looking at the highest number of tweets generated per hour over the last seven days. 2.“Max tweets per hour” looks at the maximum rate of tweets about a show that occurred in the last 7 days. 3.“Average daily tweets last week” looks at the average rate people tweeted about the show each day for the week before.
All the Twitter data for each show is stored to create a historical timeline that measures popularity and engagement over time.
CANNES, FRANCE: The new generation of entertainment content consumers, willing and able to watch television while surfing the web, tweeting to their friends and giving their live feedback about shows to the shows themselves, is driving change within the entertainment industry.
Video books and social TV to the fore for US networks' latest applications... US broadcasters NBC and ABC have launched new iPad apps, but neither focuses on streaming live TV. Instead, NBC Live offers second-screen social features and interactivity that sync with shows being watched on TV, while ABC Video Bookstore packages archive news footage with photo galleries and interactive timelines.
“When people are watching television they are engaging in passionate experiences. We are being entertained, but we are also getting emotionally involved in that experience,” he said. “So how do you tap into that?”
NEW YORK – The intersection of mobile and social has driven results for NBCUniversal’s Bravo on the ratings side and has presented opportunities for new revenue streams via advertising The biggest game-changer for us is that is has been proven to drive ratings—‘The Real Housewives’ saw a 10 percent ratings lift solely attributable to social media, so it’s driving our core business,” she said. “You can have a discussion around advertising—right now Sprint is the sponsor, its brand may enter into conversations. “The tablet has been a game-changer for us, and for our advertisers—if you’re watching TV and love a sweater, you can click to buy it immediately on your tablet.”
Read for more insights in social media and mobile measurement for TV channels
At the TV of Tomorrow conference today in San Francisco, Facebook’s Director of Media Partnerships Justin Osofsky revealed that 275 million users have Liked a TV show on Facebook. Those that have Like an average of six shows, which means there’s been roughly 1.65 billion Likes of TV shows. 17 of the 100 most Liked Pages represent TV shows.
These statistics indicate that TV studios should consider increasing their marketing efforts on Facebook to take advantage of the organic interest in Liking Pages of TV shows. Through Pages, they can strengthen fan loyalty, increase viewership, and sell merchandise.
The vice president of social media at Discovery Communications explains how the network manages over 70 different Facebook pages. Before we post, we at Discovery always ask ourselves, “If I were a fan of this page, would I want to check out and share this content?” By giving our fans relevant content that complements their viewing experience, we strengthen their relationships with our brands and boost engagement.
Social media is changing the way audiences engage with TV. Audiences are increasingly multitasking on digital devices while watching TV — and sharing what they are watching with their friends. The integration of social media with TV will result in:
· New social engagement metrics. As social becomes a part of the TV experience, new metrics will emerge that will cogently tie viewership and online engagement together. Traditional TV measurement companies like Nielsen will augment audience measurement with social media metrics that define engaged viewers and multiscreen viewers.5 Enabled by second-by-second, granular TV measurement from new data sources, marketers and content providers will be able to track buzz and engagement for specific commercials.
· New ways to drive tune-in. Marketers will leverage social media synchronously with TV to promote live viewing and grow audiences. Earlier this year, CNN’s Piers Morgan Tonight saw a 61% spike in viewership midprogram as a direct result of organic social media conversation New ways to define audience segments. Using new granular measurement, TV check-in companies will overlay social TV activity with live tune-in information to uncover new insights and audience segmentations. As synchronous users increase and samples stabilize, marketers will be able to view robust social graphs of their viewers’ TV preferences and social media receptivity. These data sources will help marketers fine-tune their TV marketing campaigns and their marketing mix mode
After 10 seasons, has FOX's "American Idol" lost that special something? In its first season, rival singing competition "The Voice" on NBC is already laying claim to the title of most engaging show on TV.
According to social media engagement data across 2,200+ TV shows compiled by Bluefin Labs, "The Voice" outranks all other TV programs (excluding special events such as the Super Bowl, Oscars, etc.) in terms of social media comments per episode. Through the first 5 episodes of its inaugural season, The Voice has averaged 44,435 social media remarks per episode, compared to an average of 18,746 for Idol.
The new format The voice of Holland created by Talpa and broadcast by RTL 4 is a breakaway success in ratings and going around the globe. For the semi-finals and finals in January 2011 Ex Machina is providing the unique live rating module. Live rating allows viewers to let everyone know in realtime what they think of each of the 15+ performances in the show, as well as to get realtime feedback of the average grade that the country gives during the performance