Media Playground 2013 #mtplayground Social TV analytics A look at the new engagement metrics An...

Media Playground 2013 #mtplayground

Social TV analytics A look at the new engagement metrics

An overview of the social TV market and SecondSync analysis of Twitter conversations around TV programmes. What are the implications for both advertisers and the TV industry?

Julie MacManus MediaTel Group@juliemacmanus 20th March 2013

Media Playground 2013 #mtplayground

• 40% of all Twitter traffic around peak time is about TV

• 6 million UK Twitter users tweeted about TV (Jan – Oct 2012)

• 60% of UK Twitter users use Twitter while watching TV

Twitter & TV

Twitter UK Internal 2012: SecondSync 2012

Media Playground 2013 #mtplayground

Connected Consumer / SecondSync 2013

Media Playground 2013 #mtplayground

SecondSync 2012

Media Playground 2013 #mtplayground

SecondSync 2012

Media Playground 2013 #mtplayground

Media Playground 2013 #mtplayground

Freeview Made in Chelsea Advert

Media Playground 2013 #mtplayground

Media Playground 2013 #mtplayground

#DancePonyDance

Media Playground 2013 #mtplayground

Tweets mentioning John Lewis pre and post “The long wait” launch

Media Playground 2013 #mtplayground

UK Census 2011/UKOM Nielsen Dec 2012

28,038,667

7,559,750

2012 monthly averages: UKOM Nielsen/MediaTel

Average monthly users 2012

Twitter users Population profile0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

50+35 - 4925 - 3418 - 242 - 17

Facebook

Twitter users age profile vs the population

Twitter

Media Playground 2013 #mtplayground

• 54 million Facebook mentions of Super Bowl vs 24 million tweets

• 90% of brand conversations happen offline

• 44% of people use social networks every week

Facebook/Twitter UK Internal 2012: SecondSync 2012/Keller Fay/Nielsen

Media Playground 2013 #mtplayground

Media Playground 2013 #mtplayground

Thank youMedia Playground 201320th March – RBS London

@MediaTelCC

MediaTel Group UK