NOVEMBER 2014
THE IMPACT OF SOCIAL TV
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CONSUMERS TODAY LIVE ACROSS SCREENS Increased Smartphone and Tablet penetraIon
Source: NPOWER, Mobile Insights, Custom Smart TV (Capable)
55%
15%
64%
27%
73%
41%
Smartphone Tablet
Devices Owned in TV Households
July '12 July '13 July '14
+173%
+33%
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25% of U.S. TV viewers report that they are aware of more TV programs due to social media (39% YoY increase)
PEOPLE ARE WATCHING TV DIFFERENTLY
of U.S. tablet and smartphone owners who watch TV report that they use their devices simultaneously
84%
Source: Nielsen Connected Devices Report, Q3 2013. Nielsen U.S. Social Media Survey (2013).
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SOCIAL ENERGIZES LIVE TV
Source: Nielsen. Twiber TV Unique Audience Data from 9/1/13-‐11/30/13.
People tweeIng about U.S. TV in 2013
Tweets about U.S. TV in 2013
Average Daily Unique Audience seeing Tweets about U.S. TV
11 990 36 million million million
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Youngest-‐skewing episode: 98% of Twiber TV Authors below 35 Oldest-‐skewing episode: 85% of Authors above 35
WHO IS TWEETING ABOUT TV?
Source: Nielsen. 4/28/14-‐5/4/14. Data includes Sports Events, Series, and Specials episodes with Twiber TV Audiences of 100,000 or greater on Broadcast and NaIonal Cable Networks. Sports Events are across all dayparts. Series and Specials include new/live primeIme and late fringe episodes only.
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WHO IS TWEETING ABOUT TV?
Source: Nielsen. 4/28/14-‐5/4/14. Data includes Sports Events, Series, and Specials episodes with Twiber TV Audiences of 100,000 or greater on Broadcast and NaIonal Cable Networks. Sports Events are across all dayparts. Series and Specials include new/live primeIme and late fringe episodes only.
Gender of Twiber TV Authors ranged from 92% male to 88% female.
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16%
36%
SOCIAL IMPACTS TIME-‐SHIFTED VIEWING Highly social shows see a boost in delayed (+7) audiences.
Source: Nielsen. 9/1/13-‐6/30/14. Metrics evaluated were 18-‐34 TV Audience and Nielsen Twiber TV RaIngs (NTTR) Impressions. Nielsen Social captures relevant Tweets from three hours before, during, and three hours ajer an episode’s broadcast, local Ime. Impressions measure the total number of Imes any Tweets about a TV episode were seen from when Tweets are sent unIl the end of the broadcast day at 5am, 7 days following air.
+
+
HOW +7 AUDIENCES COMPARE TO LIVE AUDIENCES
LOW SOCIAL PROGRAMS
HIGH SOCIAL PROGRAMS
For ‘low social’ programs, +7 audiences are 16% larger than live audiences. For ‘high social’ programs, +7 audiences are 36% larger than live audiences.
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TWITTER TV AUTHORS ARE VALUABLE TO BRANDS
Source: Nielsen. January-‐April 2014. Twiber TV acIvity is captured from three hours before, during and three hours ajer an episode’s iniIal broadcast, local Ime. Twiber Brand data is collected on a 24 hour basis.
78% of Tweets about brands are sent by this group
TV Authors of brand authors also tweet about TV
64% Brand Authors
In an average month:
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TV AUTHORS SEND 3X BRAND TWEETS Compared to authors that tweet only about brands
Source: Nielsen. January-‐April 2014. Twiber TV acIvity is captured from three hours before, during and three hours ajer an episode’s iniIal broadcast, local Ime. Twiber Brand data is collected on a 24 hour basis.
TV AND BRAND AUTHORS BRAND-‐ONLY AUTHORS
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TV AUTHORS HAVE TWICE THE INFLUENCE Compared to authors that tweet only about brands
Source: Nielsen. January-‐April 2014. Twiber TV acIvity is captured from three hours before, during and three hours ajer an episode’s iniIal broadcast, local Ime. Twiber Brand data is collected on a 24 hour basis.
followers per author 1,265
Followers per author
665
TV + Brand Brand only
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BRANDS ARE TAKING NOTE OF SOCIAL TV
Post-‐buy Measurement Media Planning
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MEDIA PLANNING
1. How Social is a TV show?
2. How much Affinity does a TV show have with a brand/category?
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SOCIAL TV DATA COMPLEMENTS TV RATINGS
High
High Low
Low
Program C Program A
Program B
Na9onal TV Ra9ngs
Twi=er TV Audience
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SHOWS WITH SIMILAR TV RATINGS VARY SOCIALLY
Source: Nielsen Social Brand Tracking and SocialGuide Intelligence, PrimeIme campaign Analysis, 11/4/13-‐3/9/14. All shows were included in media schedule excluding “Super Bowl XLVIII” and “The 56th Annual Grammy Awards”. With a min 5000 TV tweets. Shows were selected where authors tweeted about both the brand and the word “commercial”.
0
100,000
200,000
300,000
400,000
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0
Highlighted drama series episodes had similar TV ra9ngs, but varied social engagement
Twi=er TV Au
thors
Na9onal TV Ra9ngs (P2+)
Campaign Episodes
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AFFINITY HELPS IDENTIFY BRAND FIT
Number of TV authors that Tweeted about the brand
Likelihood of TV authors to Tweet or Retweet about the brand
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TOP AFFINITY WITH PERSONAL CARE CATEGORY
Source: Nielsen.
100,000+ Affinity Uniques January-‐June 2014
AFFINITY SCORE
OXYGEN TEEN NICK E! NICK
ADULT SWIM
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POST-‐BUY MEASUREMENT
1. How much earned media did a Sponsorship or Integra^on generate?
2. What was the earned response to a TV Ad Campaign?
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BRAND INTEGRATION IN REALITY DATING PROGRAM
Source: Nielsen. Data from 3/10/14-‐7/27/14. Exposed populaIon includes authors who posted 1 or more Tweets about program episodes around iniIal airings.
84%
-‐21%
PopulaIon Exposed to Program
PopulaIon Not Exposed to Program
Growth in Brand Tweets: During vs. Before Program Season
HOUSEHOLD BRAND
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MEASURING TV CAMPAIGNS
EARNED MEDIA Ad Airings/ Impressions
Time-‐based Campaign-‐related Tweets
TV Program Characteris^cs
TV Program Social Characteris^cs
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RECAP: THE IMPACT OF SOCIAL TV
Increasing impact on television behavior
Huge opportunity for Brands
Next generaGon planning, buying, and measurement
THANK YOU Deirdre Thomas VP, Product, Nielsen Social @NielsenSocial NielsenSocial.com