Television Ratings Got Social

TV Ratings Got Social: a case study on famous turkish tv series Muhtesem Yuzyil

Cem SütçüBurak Polat

Marmara University, Faculty of Communication

Television Tèle [Greek]: Far ; Visio [Latin]: Sight

A telecommunication medium that is used for

transmitting and receiving moving images and sounds.

Daily basis Television Ratings begins.

19731926On January 23rd of 1926 John Logie Baird the Scottish Invertor, gave the world’s first public demonstration of a mechanical television device.

1941On July 1st of 1941 the first official, paid television advertisement was broadcast in United States of America.

On May 28th of 1928, first television station W2XB begins broadcasting in NY. – Foundation of CBS

1928

On June 27th of 1951, CBS began airing the first regularly-scheduled color television series; “The World Is Yours!” with Ivan T. Sanderson

19511963Television becomes the primary medium of getting news.

On March 3rd of 1971, TRT start to air advertisements.

19711968On January 31st of 1968, Turkish Radio and Television Corporation (TRT) started broadcasting.

20111100 of 2224 households’ information that has Peoplemeter is leaked. On December 20th of 2011, AGB Nielsen’s contract was canceled and TNS/Kantarmedya offically started the TV Ratings operations for Turkey.

1989AGB Nielsen started TV Rating operations in Turkey.

On August 4th of 1990, Magic Box Star 1 (Current name is Star TV) as the first private channel in Turkey, started to broadcast.

1990

Producers Broadcasters Advertisers

Needs to keep producing the content. (Survival)

Desires a raise in contract. (Growth)

Needs to keep broadcasting the content. (Survival)

Desires higher TV spot prices. (Growth)

Needs to achieve the brand’s objectives. (Survival)

Desires more consumers. (Growth)

RatingsRate; Reputare [Latin]: To count over, reflect

The estimated audience size of a particular television programme.1

A percentage measure of total households or population owning TVs who are turned to a particular program or station at specific time.2

Rating = Audience Tuned to Program / Total Population

Share = Rating / Total TV Audience

1Oxford Dictionary2Television Advertising Bureau

WhoWhatWhen

Essential concerns are

Reliablity&

Accuracy

Social MediaSocialis [Latin]: Living with others | Medius [Latin]: Intermediate agency

A digital new communication medium that is relatively

free of time and space boundaries and

open to interactivity.

Viewer Measurement in Social MediaVidere [Latin]: To see | Meteri [Latin]: Ascertaining spatial dimensions of

Gathering and analyzing the data of Social Media

for a TV Show according to selected metrics.


1Defining the Objectives

2Selecting Metrics

3Gathering Data

4Analysis

5Review


-Gathering Data from Social Media-

Client API RequestServer / Data Source

Embassy

RESPONSE

PassaportTraveller

Nielsen’s Twitter TV RatingOn December 17th of 2012, Nielsen announced an agreement with Twitter to create the “Nielsen Twitter TV Rating”.

A measure of the total activity and reach of TV

that is based entirely on Twitter data to1:

- Improve media planning and buying- Measure effectiveness- Identify true influencers

1Nielsen Social

Social Media TV Rating in Turkey

TwitterAn online social networking service

that enables users to send and read

short 140-character messages called “tweets”.

Twitter 101Username (@): The unique address of the user

Retweet (RT): Reposting a tweetMention: Replying a tweet with adding an username in the tweet

Hashtag (#) : Words and phrases with a ‘#” that is used to track conversations.Follow: Following an user

Trending Topics: Popular hashtags

Gathering Data from Twitter

The Metadata ListThe Screen Name of User

UsernameUser ID

Number of TweetsTweet’s Unique ID

Text in TweetCreation Date

ID of an existing tweet that the tweet is in reply toThe screen name & User ID of replied to tweet author

User BioUser URLLocation

Rendering InfoThe Creation Date of the Account

Whether the account has contributors enabledNumber of favorites user hasNumber of tweets user has

Number of users user followsNumber of user follows user

The time zone and offset for userThe user’s selected language

Whether a user has Verified badgeWhether a user is protected or not

Gathering Data from Twitter

The Metadata ListThe Screen Name of User

UsernameUser ID

Number of TweetsTweet’s Unique ID

Text in TweetCreation Date

ID of an existing tweet that the tweet is in reply toThe screen name & User ID of replied to tweet author

User BioUser URLLocation

Rendering InfoThe Creation Date of the Account

Whether the account has contributors enabledNumber of favorites user hasNumber of tweets user has

Number of users user followsNumber of user follows user

The time zone and offset for userThe user’s selected language

Whether a user has Verified badgeWhether a user is protected or not

CAN WE NOW USE

TWITTERTO CREATE

THE ULTIMATE TV RATING SYSTEM?

No.Nevertheless audience measurement on social media data is

complementary for TV Ratings.

Why?1

TV Ratings is based on demographic segmentation. Twitter does not have demographical data.

2Accuracy & Reliability of Data

Nevertheless1

Tweet frequency of a TV program in Twitter within a particular time span can be seen as complementary.

2Measuring the responses of social media users about a

particular TV Program can help producing better content and effective CRM.

&Twitter has a great Word-of-Mouth potential, understanding

behaviors of the users will support promoting the show.

Muhteşem Yüzyıl(Magnificent Century)

A prime-time historical Turkish soap opera television series based on Süleyman (Suleiman) the Magnificent, Sultan of Ottoman Empire from

1520 to 1566.

4 Seasons, 139 Episodes

75 Countries, 150 Million Viewers1

1Culture and Tourism Ministry Copyright Division

Data Provided by

Data Provided by

Case Study

19703 Tweets are gathered for Muhtesem Yuzyil’s last 4 episodes at the days the show aired from 20:00 to 00:00.

Date All Tweets Unique Tweets Users

21.05.2014 1152 710 943

28.05.2014 2494 1745 1950

4.06.2014 5746 3127 4487

11.06.2014 10311 5511 8288

Data Provided by

Case Study

19703 Tweets are gathered for Muhtesem Yuzyil’s last 4 episodes at the days the show aired from 20:00 to 00:00.

40%

60%

MaleFemale

Data Provided by

Case StudyContent Analysis on 21.06.2014

0

50

100

150

200

250

20:00 21:00 22:00 23:00 24:00

42% of the overall activity happened between 22:45 - 23:30 timespan.

Data Provided by


20:00 21:00 22:00 23:00 24:00

30% of the overall activity is directly related to the episode’s plot.

0

50

100

150

200

250

-0.80

-0.60

-0.40

-0.20

0.00

0.20

0.40

0.60

Data Provided by


20:00 21:00 22:00 23:00 24:00

R=0,3701 : Weak but positive correlation

Positiveness of TweetsFrequency of Tweets

Data Provided by


5% of the total users (47 users) created the 22% of the overall tweets. 14% of those users (5%) does not exist now. (Suspended or Frozen Accounts)

Data Provided by


5% of the overall tweets (60 tweets) constitute the 20% of the overall dataset.

Data Provided by


Declaration of Viewing [DoV](Başlamak, İzlemek, Zamanı, Keyfi) : 10% of overall content, mostly tweeted (23% of the overall DoV) at 20:45-21:00 timespan.

Tweets about Final Episode [TaF] : 8% of overall content, mostly tweeted between 23:10 to 23:30 timespan (54% of the overall TaF).

Strictly Irrelevant Contents to the TV Show Content:Spam Link : 2%

TV Rating Tweets: 7%Retweet Requests: 1%

Total: 10%

Data Provided by


ComplaintsMisinformation 28Language 14Negative Effect 12Plot 8Acting 6Advertisement 5Production 3Channel 1Total 77% of Unique Tweets 11%

ComplimentsSoundtrack 72Acting 66Plot 57Channel 4Total 199

% of Unique Tweets 28%

of the complaints are on defective reflection of the history. of the compliments are on the soundtracks of the show.

36%

Data Provided by


Tweets about the character that contains compliments for the actor:65% - Halit Ergenç (Sultan Süleyman)

17% - Aras Bulut İyinemi (Beyazıd)

Rank Characters Percentage1 Beyazid 33,91%2 Süleyman 18,70%3 Mustafa 13,04%4 Selim 7,39%5 Ebusuud 6,96%6 Hürrem 6,96%7 Mihrimmah 4,78%8 Rüstem 2,61%9 Fahriye 2,17%

10 Şah Sultan 1,74%11 Lala 1,30%12 Pargalı 0,43%

Twitter TV Ratings can not be seen as

the ultimate TV Rating system but it can be see as a complementary.

Why Twitter?

1The API

2Twitter users are most likely tend to share publicly

relative to other online social networks.

What kind of social media platform

will provide a reliable and accurate data

for ultimate audience measurement?

Peoplemeterto

Usermeter

The New Television

благодаря

Data & Analytics

Television Ratings Got Social