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27 September 2012
Research, socialmedia and TV
AUDIENCE TECHNOLOGIES & INSIGHT
Mark DonovanSuzanne Trotter
Channel 4
‘Social TV’ defined
• People using social networks and social apps to:– Find, rate, share programmes
– Chat with friends while watching
– Participate with programmes
A symbioticrelationship
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Social TV has evolved thecontent discovery process
Broadcasters can utilisesocial TV to aid discovery
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• Over 100k tweetsacross campaign– 43k on day of trail
• Opening audience ofover 500k
Younger skewing content isparticularly "loud"
• Can drive tune-in AND keep viewers watching live
• Instant feedback
• New audience insight opportunities
Social TV is importantto broadcasters
• Social TV generatesdata:
– New forms ofprogramme discovery
– Highly targetedsecond screenadvertising
Social TV is importantto Channel 4
50
100
150
Visited a brand or serviceFacebook page
Liked a brand or service Facebookpage
Shared a brand or serviceFacebook page
Visited a TV programme Facebookpage
Liked a TV programme Facebookpage
Mentioned a TV programme in aFacebook status update
Posted a Tweet about a TVprogramme
Retweeted about a TV programme
Followed someone from a show
Tweeted about a brand
Seen a Tweet about a brand
Average person C4 viewer
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Channel 4 audience ishighly connected
Source: Channel 4/Kantar Digital Landscape Survey; index 100 = average GB adult
Index
Channel 4 programmes areregularly most talked about
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Prometheus trailer premiere
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BP Paralympics campaign
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Case study 1: AFP integratingsocial: RIM/ Blackberry
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Case study 2: Sponsorshipintegrating social: Toyota Aygo
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Case study 3: Spot ad integratingsocial: Andrex Washlets
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Research challenges:Accuracy
Research Challenges:Industry standard?
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Research Challenges:Scale
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Case study: Paralympics
• 5k Tweets on day of trailTX
• Over half explicitly used#superhumans
• Overwhelmingly positivereaction : “That Paralympicadvert is truly inspirational#SUPERHUMANS”
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Case study: Paralympics
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Case study: Paralympics
Queen entersOlympicstadium
Team GBenter stadium
Ceremonystarts
Day 0 Paralympics TweetsSource: SecondSync
“3 mins to go in the 4th quarterof basketball and you put an adbreak in? Sort it out C4#Paralympics”
“Ad breaks pay for C4; I get thatand it's fair enough. But an adbreak mid-play in thebasketball, a game with plentyof natural breaks?”
“GOLD Completely emphatic,@MrsSarahStorey wins the C5pursuit with glorious ease,catching her opponent to win@GB's 1st gold. YES!!”
Athlete success drives peaks on Twitter
Ad breaks are generating reaction
“Some women with no arms iswinning the backstroke at theParalympics #amazing”
Day 1 Paralympics TweetsSource: SecondSync
Case study: Paralympics
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