The Impact of Social TV By Deidre Thomas

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


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


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

Technology

The Impact of Social TV By Deidre Thomas