Talking Telly: Station 10 on measurement and analytics

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Talking Telly Or how social media is changing how to prove the value of TV

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Who are Station10?

Multiplatform data, insight and

optimisation experts

We prove the true business value of your programmes, and help to optimise that performance

We answer questions like: What is the value of my multiplatform

audiences?

How is my Social Media activity performing?

How do my audiences behave through digital channels?

And…HELP! I don’t know what my data is

telling me, and I need to understand it.

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Insight over Instinct

The most effective organisations are those that analyse their customer and business performance data to improve and evolve their business.

Source: MIT, 2010.

The most successful businesses in all sectors in 2015 will be data-led and who use it to understand customers and drive actionable insight

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The future is data, social & multiplatform

4 out of 5 CMOs anticipate a high/very high level of data complexity over the next 5 years, but only half felt ready to handle it. Source: Econsultancy, Oct 2011

Q. How prepared /unprepared is your organisation for the following upcoming trends over the next 5 years?

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How do these trends affect telly?

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Digital and Multiplatform is changing TV

consumption

“Viewers may be watching [TV] in different ways, with laptops on their knee or twittering via tablets, but it seems they are still watching it.

And recording it, by jingo. In 2011…peaktime viewing increased after recording by…7.5%.”

Stephen Price, Broadcast, Review of 2011, Jan 2012.

The first episode of Sherlock was the most-requested show ever in a 24 hour period on the BBC iPlayer as the VoD service posted its highest-ever month in December with a total of 187m requests.

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Social Media can add depth to audience

understanding

Social Media is part of this changing landscape.

But Social Media can also provide large volumes of data, and insights, around viewer attitudes, interests, location, social network, influence, frequency, and even propensity to purchase.

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A Flavour of Social Media Insight -

@chattyman

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Chatty Man has fewer viewers against more

peak-time peers… Show Show Viewers (most

recent or series peak) No. Followers

Followers (as % of viewers)

X Factor 16,080,000 169,000 1%

I’m A Celebrity 11,430,000 37,000 0.3%

Strictly Come Dancing 10,580,000 26,000 0.2%

Graham Norton 3,110,000 N/A N/A

Million Dollar Drop 2,770,000 15,000 0.5%

Inbetweeners 2,170,000 840 0.04%

Glee 1,610,000 467,000 * N/A

ChattyMan 1,550,000 103,000 6.6%

Misfits 830,000 30,000 3.6%

Skins 820,000 90,000 11%

Source: Follower data – Twitter, Viewer data – BARB

* Includes (v. large) US following

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…but has strong follower volumes…

Show Show Viewers (most recent or series peak)

No. Followers


Glee 1,610,000 467,000 * N/A

X Factor 16,080,000 169,000 1%

ChattyMan 1,550,000 103,000 6.6%

Skins 820,000 90,000 11%

I’m A Celebrity 11,430,000 37,000 0.3%

Misfits 830,000 30,000 3.6%



Inbetweeners 2,170,000 840 0.04%




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…so “punches above its weight” on Twitter

Show Show Viewers (most recent or series peak)

No. Followers


Skins 820,000 90,000 11%

ChattyMan 1,550,000 103,000 6.6%

Misfits 830,000 30,000 3.6%

X Factor 16,080,000 169,000 1%


I’m A Celebrity 11,430,000 37,000 0.3%


Inbetweeners 2,170,000 840 0.04%

Glee 1,610,000 467,000 * N/A




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But, are these fans positive? Show Positive

Sentiment Comments

Neutral Sentiment Comments

Negative Sentiment Comments

Sentiment Index

ChattyMan 96 147 4 24.00

Glee 264 543 36 7.33

I’m A Celebrity 54 220 8 6.75

T4 79 279 19 4.16

X Factor 103 509 25 4.12

Graham Norton 107 493 27 3.96

Misfits 74 305 20 3.70

Inbetweeners 96 435 27 3.55

Million Dollar Drop 106 421 31 3.41

Skins 74 339 22 3.36

Strictly Come Dancing 91 500 30 3.03

Source: SocialMention. Data for week ending 13/2/11

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Positive sentiment continues strongly while

off-air… Show Positive

Sentiment Comments



Sentiment Index

Graham Norton – not during TX

107 493 27 3.96

Graham Norton – mid show

147 676 25 5.88

Chattyman – not during TX

96 147 4 24.00

Chattyman – mid show

132 108 4 33.00


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…but escalates significantly during TX

Show Positive Sentiment Comments



Sentiment Index

Graham Norton – not during TX

107 493 27 3.96

Graham Norton – mid show

147 676 25 5.88

Chattyman – not during TX

96 147 4 24.00

Chattyman – mid show

132 108 4 33.00


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How do other industries use “big data”?

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Using location data to increase conversion

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Data is power

"We are looking for Predictive Modeling/Data Mining Scientists and Analysts, at both the senior and junior level, to join our department through November 2012 at our Chicago Headquarters,” read the ad.

"We are a multi-disciplinary team of statisticians, predictive modelers, data mining experts, mathematicians, software developers, general analysts and organizers -all striving for a single goal:

re-electing President Obama."

Source: Econsultancy, Feb 2012

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How “big data” is changing TV

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How “big data” is changing TV

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Social TV Tips

Embrace social data to inform your strategies – it’s your friend.

If you don’t look to understand your audience’s interests and likelihood to purchase, someone else will.

Consider how to build a platform to incorporate social data

Consider how you can harness dual screening audiences to create value What’s the value of a retweet?

How influential is the audience?

Prove the value, don’t believe the hype

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THANK YOU!

[email protected]

Business

Talking Telly: Station 10 on measurement and analytics