New Audience Insights From SocialTV

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Unlock Hidden Value and Maximize Revenue

New Audience Insights from SocialTV


Ad Sales Isn’t Easy

Interpreting client needs, developing

strategies to address, and facilitating

implementation of advertising

programs is hard work.

With proposals, contracts, and

managing implementation how can

you drive demand for all of your TV

shows?


Social Data Makes Buying Decisions a No Brainer

SocialTV is unlocking consumer insights at a rate never before

seen. Supplement existing audience data with a new layer of

audience intelligence derived from social media.

Networked Insights can help you:

Identify brand affinity by TV Show

Discover valuable audience segments

Spot risky advertising decisions before you

approach a brand

Understand program rankings and maximize

the value of all dayparts


Analysis of social data unlocks opportunities to create new connections for

brands and networks with existing social audiences


Identify Brand Affinity by TV Show

Social Index (SI) definition: A comparative measure of a topic (e.g., TV show) relative to its peer group (e.g., all TV shows) which combines three factors: Post Volume, Sentiment, and Acceleration. The SI normalizes each factor and combines them so that the “average” show receives a SI = 100.



Discover Valuable Audience Segments

Cast &

Crew

Millennials Moms TV Fans

105 112 96

48%

52%

Male

Female

Reaching Moms Through Awake

Moms typically don’t engage in this

genre but Jason Isaacs is a large asset to

the show resonating with this audience.

Those talking about the show skew

more towards women than men.

Moms are talking about the show on

Babycenter.com and Emptynest.com

Positive sentiment for the show is driven

by lead and star Jason Isaacs. He

reaches Moms because of their love of

Harry Potter.

Overall

Social Index Score:

107

Audience Resonance

Look-a-

Like

Show

Millennials Moms TV Fans

90 85 115

Sentiment

Negative� NBC has a hard time building

audiences

� There’s a lot of crime dramas on-air

and new ones struggle to stand-out

� Jason Isaacs is well liked for being

in Harry Potter

� People really like the altered

reality plot

30% 8% 62%Sentiment

45% 6% 49%Sentiment

Positive Negative

Look-a-like Show

Cast/Crew

Gender

Positive


AVG = 100.



Identify Risk Before You Approach A Brand

Audiences That Aren’t “Awake”

This show and the genre doesn’t appeal

to Millennials, but the presence of

Jason Isaacs might be the saving grace.

Fashionistas, those that covet designer

brands and style aren’t tuning into

Awake.

NBC has been challenged in finding

audiences and are criticized for this by

viewers. Also, Awake is tied to other

crime dramas on air.

Demographics from social conversation

around Awake skew to the ages of 35-

54.

Sentiment

Negative� NBC has a hard time building

audiences

� There’s a lot of crime dramas on-

air and new ones struggle to

stand-out

Positive� Jason Isaacs is well liked for being in

Harry Potter

� People really like the altered reality

plot

30% 8% 62%

45% 6% 49%

Positive Negative

Look-a-like Show

Cast/Crew

5%

11%

26%

28%

18%

6%

6%

65+

55-64

45-54

35-44

25-34

18-24

0-17

Age




Maximize the Value of All Dayparts with Rankings

Network

Programs

Aired

Previous

Week’s Social

Index

Current

Week’s Social

Index

Social

Performance

Current

GRPs

(A18-49)

Key Takeaways

The Bachelor,

Castle69 65 4.6

� The main actor of Castle, Nathan Fillion, trends well with

Millennials – sponsor tweets around his Twitter feed

� Fans of Castle are also fans of Joss Whedon projects like

the upcoming Marvel Avengers film

HIMYM, 2 Broke

Girls, Two and

Half Men, Mike &

Molly, Hawaii

Five-0

78 76 18.3

� How I Meet Your Mother is a hit with sports fans as well

as with hi-tech electronic consumers

� The game Madden Football has recently been discussed

quite frequently with viewers

Gossip Girl, Hart

of Dixie198 254 1.1

� Viewers of both shows enjoy celebrity gossip

� Content from Vogue magazine is frequently shared

between these viewers

House, Alcatraz 86 83 4.2

� Millennials that play videogames particularly enjoy Fox’s

Monday night line-up

� Consider partnerships, or sponsored ads, with popular

gaming webcomics like Penny-arcade and XKCD

The Voice,

Smash69 69 8.3

� Fans of Smash and The Voice trend more heavily female

and organize frequently on fashion and celebrity gossip

sites – this group also has a strong affinity with Pinterest

� When analyzing the Monday Primetime lineup, our

insights uncovered that each network has at least

one show that resonates well with Millennials. The

CW and FOX as an entire daypart perform the best.

� Shows that star a celebrity that have a strong Twitter

following trend well with Millennials.

Summary

0

5

10

15

20

0 100 200 300

GR

Ps

(cu

rre

nt)

Social Index (current)

CBS

CW

Program Ranking

FOX

NBC

ABC


Why Do Advertisers Want to Use SocialTV Data?

Build Efficiency

Find programs with comparable reach for a brand’s target

audience that deliver deeper engagement

Build Effectiveness

Find programs across your network and cable properties that

connect better with target audiences

Build Engagement

Show brands how to identify and leverage owned media to

drive ROI from paid media


Why Work with Networked Insights?

85 % accurate predicting TV show

performance at Upfronts

Informed more than $5 Billion in media

spending in 2011

Partners with leading media agencies to

mitigate risk in broadcast advertising decisions

Named one of Fast Company’s 50 Most

Innovative Companies and #3 in Advertising


Visit: NetworkedInsights.com

Call: 646.545.3900

Email: [email protected]

Ready to unlock value and maximize revenue?

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Date post:	15-May-2015
Category:	Business
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New Audience Insights From SocialTV

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