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“Social” Television – How Marketers Can Best Capitalize

Graeme Hutton

SVP Universal McCann

@graemehutton

Brad Fay

COO Keller Fay Group

@kellerfay

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WOM Drives Results

WOM is predictive of over 10% of new sales, only ad expenditure data is more predictive (~30%). -AT&T and Accenture

“The most disruptive force in marketing”

-McKinsey

“A significant driver of sales”

-MarketShare

10%+

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Talktrack® Survey Shows WOM Is Impactful

57%

46% 48%

35%

Credibility/Believability of

What Was Heard

Likely to Pass Along to

Others

Likely to Purchase Likely to Seek More Info

% of WOM Rated Highly Credible/Highly Likely to Take Action (9 or 10 on a 0-10 Scale)

About half of conversations are

highly likely to lead to purchase intent

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Consumers Cite Marketing & Media Sources in Brand Conversations

2.9% 2.9%

3.0%

3.0%

3.6%

3.9%

4.3%

4.7%

4.8%

4.9%

5.3%

6.1%

6.4%

6.4%

7.8% 11.1%

Magazine Ad

Direct Mail

Billboard Ad

Sports/Concert/Event

Newspaper Ad

Product Sample

Online Consumer Reviews

Social Media

Other Website

Internet Ad

Product Package

Coupon/Circular

Company Website

In Store Display Or Video

Television Program

Television Ad

TV should be included in definition of “social media”

Information Sources Referenced in Brand WOM: % of past day brand WOM citing selected marketing or media

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Awareness is fine, but advocacy will take your business to the next level.

Joe Tripodi, CMO, Coca-Cola In the Harvard Business Review

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What Is the Nielsen TV/Talktrack® Data Fusion?

“TalkTrack is to word of mouth what the Nielsen ratings panel is to television.”

Greg Pharo,

AT&T, Director Market Research & Analysis

• Fuses Nielsen TV viewing data (Nielsen People Meter) and Keller Fay Word of Mouth activity (TalkTrack®)

• Links WOM activity around brands and categories with TV viewing

• Unique as a dedicated WOM tracker by encompassing • Both online AND offline WOM activity,

• Robust demographics

• Unambiguous sentiment

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Simple Data Fusion Example

How many people watch the game AND engage in credit card WOM?

Nielsen People Meter Panel

How many people watch a game

TalkTrack®

How many people engage in WOM about credit cards

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Relevant Behavior Sourced from Each Panel

Nielsen People Meter Panelists

TalkTrack® Respondents

Watched the game Did not watch the game

“Credit Card Talker” Not a “Credit Card Talker”

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Fusion Matches Similar Respondents

Each consumer pictured represents DIFFERENT COMBINATIONS OF CHARACTERISTICS e.g. age, occupation, race, income, media usage, that are collected on both panels

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New Approach to Media Planning

• Another way to go beyond today’s paradigm of Reach, Frequency and Impressions based on Demographics

• Other “Beyond demographics” approaches include planning based on engagement, psychographics, and social media overlay such as Nielsen Twitter TV Ratings

• In this session, we focus on an overlay using WOM-based planning

• Today we will demonstrate a method to take WOM into account with the top 100+ cable stations/channels

• Equally applicable to broadcast networks

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A New Way of Using TV for “WOM”

• Until now, WOM marketing on TV, has typically focused on:

1. Tentpole events, e.g. Super Bowl, Oscars

2. Larger scale reality shows, e.g. American Idol, The Voice

3. Two gender-specific genres • Sports, such as basketball, football

• Younger female drama, e.g. Teen Wolf, Pretty Little Liars

• The Keller Fay/Nielsen Fusion unlocks untapped audience value: • Focus on TV audiences rich in relevant brand & category talkers

• Advertisers extend reach of paid media through earned WOM

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Wireless Product Influence

Investment Company Influence

Wireless & Investment Influence

Different Categories Can Suggest Highly Differentiated Station Solutions

NFL

FOX Sports 1

H2

NBC Sports Network

ESPNU

MSNBC ESPN2

Biography

CNBC

FOX News

Destination America Travel

Military

BBC America

ESPN

CNN

Nat Geo Wild

ESPNEWS

Sundance

Esquire

Food

FXX

Discovery

Animal Planet Science

TNT History

HLN Spike

IFC

Weather

Reelz

HGTV

Hallmark

CMT

USA

Nat Geo

VH1

TV Land

Comedy

TRUTV

TBS

A&E

FX

ABC Family

Disney XD

SYFY

Fuse

ID

OWN

BET

AMC TLC

Lifetime GSN

Bravo

Disney

E!

The Hub

WGN America

Oxygen

Nick-at-Nite MTV2 MTV Cartoon

WE

Nickelodeon

Adult Swim

TVGN

80

85

90

95

100

105

110

115

120

125

130

135

80 85 90 95 100 105 110 115 120 125 130 135 140 145 150

Te

lec

om

: W

ire

less

Pro

du

ct

Bra

nd

Ta

lke

rs

Finance: Investment Company Brand Talkers

Correlation across categories: r2 = 5%

% of Viewers Talking about Category, Indexed to Total Public

Custom analysis by UM/Keller Fay.

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Athletic Influence

Discount Store Influence

Athletic & Discount Store Influence

Complementary Categories Still Retain a High Level of Differentiation

Golf

G4

NFL FOX Sports 1

NBA-TV

NBC Sports

ESPNU

MSNBC

ESPN2

Biography

CNBC

FX Movie

FOX News

Travel

Military

TeenNick

BBC America

ESPN

CNN

Nat Geo Wild

Sundance

Esquire

Food

FXX

Discovery

Animal Planet Science

TNT

DIY

History

HLN

Spike

IFC TV

NickToons

Weather

Reelz

Cooking

HGTV

CMT

USA Nat Geo

Disney Junior

VH1

TV Land

Nick JR Comedy

TRU

TBS FX ABC Family

Disney XD

SyFy

FUSE

ID

OWN

BET

AMC

TLC

Lifetime

GSN

Bravo

Disney

E!

LMN

Oxygen

Nick-at-Nite

MTV2

MTV

Great American Country

Cartoon

WE

Nickelodeon

UP

Adult Swim MLB

TVGN 80

90

100

110

120

130

140

90 95 100 105 110 115 120 125 130

Ath

leti

c S

tore

s &

Bra

nd

s T

alk

ers

Discount Store Talkers

Correlation across categories: r2 = <1%

% of Viewers Talking about Category, Indexed to Total Public

Custom analysis by UM/Keller Fay.

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Oral Health Influence Oral Health & Cosmetic Influence

Cosmetics Influence

...A Pattern Mirrored across Various Market Sectors of the U.S.

TBS

TNT

FX

AMC

A&E

ESPN

USA

ABC Family Comedy

Spike

History

Disney

Lifetime

Discovery SyFy

E!

TLC

Food Network Animal Planet

HGTV

VH1

Bravo

MTV

Weather

Nickelodeon

Cartoon Travel

ESPN2

TRUTV CNN

Nat Geo

CMT

TV Land

Nick-at-Nite

Hallmark Channel

MSNBC

NBC Sports

BET

FOX News

Oxygen

WGN

HLN

CNBC

Adult Swim

Disney XD

MTV2

85

90

95

100

105

110

115

120

125

130

135

140

145

85 90 95 100 105 110 115 120 125

Ora

l H

ealt

h P

rod

uc

ts B

ran

d T

alk

ers

Cosmetics Brand Talkers

Correlation across categories: r2 = 4%

% of Viewers Talking about Category, Indexed to Total Public

Custom analysis by UM/Keller Fay.

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Foreign Auto Influence

Domestic Auto Influence

Foreign & Domestic Auto Influence

Foreign Auto Influence

Domestic Auto Influence

Foreign & Domestic Auto Influence

Furthermore, Pinpoint Specific Shows within a Channel & Category

24 Hours of a Xmas Story

American Dad

The Big Bang Theory

Conan

Everybody Loves Raymond

Family Guy

Four Christmases

Fred Claus

Fresh Prince of Bel Air

Friends

Full House

Ground Floor

King of Queens

Married with Children

My Name is Earl

The Office

Seinfeld TBS Late Movie

TBS Movie Sunday

TBS Prime Movie Sat. AM Movie

Sun. AM Movie

Trust Me I'm a Game Show Host

Wipeout

90

95

100

105

110

115

120

125

130

135

140

90 95 100 105 110 115 120 125 130 135 140

Fo

reig

n A

uto

Bra

nd

Talk

ers

Domestic Auto Brand Talkers

AMC Movie

AMC Movie with Story Notes

AMC Premiere Event

Breaking Bad Marathon

Christmas Movie Marathon

Christmas with The Duke

Godfather After-Christmas

Home Alone Marathon

Home Alone-a-Thon

Rifleman

Talking Dead

Walking Dead

Walking Dead Marathon

90

95

100

105

110

115

120

125

130

135

140

90 95 100 105 110 115 120 125 130 135 140

Fo

reig

n A

uto

Bra

nd

Talk

ers

Domestic Auto Brand Talkers

TBS AMC

r2 = 11% r2 = 32%

% of Viewers Talking about Category, Indexed to Total Public

Custom analysis by UM/Keller Fay.

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What Does ALL This Mean for Marketers?

1. Nielsen TV/TalkTrack® fusion provides compellingly different solutions for TV stations and program selection beyond the usual and obvious

2. Solutions are highly differentiated by market category

3. The fusion provides targeting insights at the category, sub category, or specific program level

• Enables marketers to structure specific WOM and social TV strategies in ways not previously imaginable or quantifiable

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A Three Way Win-Win for All

Nielsen TV/TalkTrack® Fusion Provides TV Station and Program Differentiation and Selectivity Which Is Replicable and Scalable

Marketers

have WOM marketing distinctive strategies

for brands within their portfolio and versus competitors

Agencies

can develop unique WOM-centric

solutions that can boost campaign

reach

Media owners

can offer diverse added-value

solutions for each of their TV properties

Key Benefits

are: