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Cannes, France

www.mipworld.com

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January 8, 2013

10 trends for social TV 2013

The new shows the world will

be talking about

By TheWitspottER, TheWit (Switzerland)

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Which TV premieres around the world are generating the most social media buzz ?

The answer is given in the 10 Social TV Trends examined in this exclusive report.

The quantitative results come from the witspottER which measures in real time social media

activity around TV shows aired around the world, as spotted and listed in TheWit FreshTV

database.

The qualitative analysis is based on the expertise of TheWit's team in content trends.

For this special report we have isolated the social media activity related to TV premieres during the most

recent time period (September 1 – December 16, 2012).

As TheWit mission is to discover new content with international potential, social events that happen to be on

tv (news, politics, sports, returning awards shows…) have not been taken into account for this report.

Foreword

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Social TV is…

Youth TV

Music TV

Participation TV

Event TV

Live TV

Let’s have a look !

What is social TV in 2013?

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# The 20 most social TV premieres

# The top 20 new TV shows that keep fans engaged

# The Voice is the #1 social TV format

# Talent Shows are the social TV stars

# Reality soaps draw loyal followers

# Awards shows are tailored for social TV buzz

# Event TV makes people talk

# Scripted Series are more liked but less talked about

# Latinos are the biggest social TV commentators

# The most anticipated TV show of 2013

Table of contents

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WitER Ranking Sept- Dec 2012

Rank Title Social media comments

1 La Voz / Spain 268 978

2 Star Academy / France 220 935

3 The Only Way Is Essex Live /UK 178 689

4 The Voice Brasil / Brazil 147 501

5 Drugs Live: The Ecstasy Trial / UK 130 432

6 Catfish: The TV Show / USA 110 782

7 Liz & Dick / USA 90 856

8 Derren Brown: Apocalypse / UK 87 328

9 The Plane Crash / UK 74 874

10 The McFly Show / UK 70 830

11 Steel Magnolias / USA 64 077

12 The Valleys / UK 61 916

13 Salve Jorge / Brazil 58 310

14 Emmerdale Live / UK 57 878

15 Gandía Shore / Spain 47 456

16 Restore the Shore / USA 47 075

17 La Voz… Colombia / Colombia 46 423

18 Vértigo / Chile 45 975

19 Apollo Live / USA 41 567

20 Neox Fan Awards / Spain 41 127

The 20 most social TV premieres

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WitER Index Sept- Dec 2012

Rank Title WitER Index*

1 Star Academy / France 92,9

2 Absolute Mehrheit / Germany 87,3

3 The Only Way Is Essex Live/UK 62,7

4 Drugs Live: The Ecstasy Trial / UK 45,7

5 Catfish: The TV Show / USA 40,4

6 Liz & Dick / USA 33,1

7 Derren Brown: Apocalypse / UK 30,6

8 Knæk Cancer Live! / Denmark 28,0

9 The Plane Crash / UK 27,3

10 The McFly Show / UK 24,8

11 Steel Magnolias / USA 23,4

12 X Factor / Sweden 22,8

13 The Valleys / UK 21,7

14 Emmerdale Live / UK 20,3

15 La Voz / Spain 20,0

16 Servizio Pubblico / Italy 18,1

17 Restore the Shore / USA 17,2

18 Apollo Live / USA 15,1

19 Hip Hop Awards / Italy 15,1

20 Enbuske & Linnanahde Crew / Finland 14

The 20 most social TV premieres

* WitER Index:

By weighing the number of comments around each

premiere by the national average of comments around

all premieres over the same period, we were able to

discover the local social TV hits, i.e. shows ranking far

above the national average.

In Germany Pro7’s interactive political talk

show Absolute Mehrheit (Absolute Majority)

fronted by a superstar TV personality

overperformed in a not so SocialTV oriented

country.

La7’s new version of political talk show

Servizio Pubblico hosted by the most famous

journalist of the country, made Italian viewers

talk more than usual.

News talk show Enbuske & Linnanahde Crew,

hosted by two popular journalists, is the only

Finnish premiere which attracted attention

on Twitter : it logically stands out from the

national average.

In the UK, ITV1’s variety special hosted by pop

band McFly was lifted by the boys’ solid fan

base.

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WitER Matrix Sept- Dec 2012

The new TV shows that keep fans engaged

Hot Social Premiere

Cold Social Premiere

Strong Fan Growth Weak Fan Growth

Slow Growth

(fans) Social Hits

Appointment TV, lasting fan

engagement

Cult/Niche shows

Generally positive reviews,

solid fan base

« Anti-social » shows

Buzz effect

Controversial, trash, love-to-

hate

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“People Talking About This” (Facebook - Sept- Dec 2012)

The top 20 new shows that keep viewers engaged

To get lots of comments, positive, negative, neutral,

sarcastic, insane…at launch on Twitter is one thing.

But to build a big and loyal fanbase on the official

Facebook page and keep fans active one month

after debut is a stronger sign of viewers engagement

with a tv property.

That’s what the Facebook “people talking about this”

(PTAT) is about.: this indicator sums the number of all

possible interactions on the Facebook page of a

show over the last 7 days: comments, shares, likes,

etc.

With these metrics most new tv shows suffer a

natural erosion. But some other shows are able to

raise the number of fans socially active. Which could

indicate that the tv show does the job it is supposed

to do: get a community glued to a screen.

This ranking shows the strongest progressions of

PTAT after one month on air (+31 days) , regardless

of the country’s population.

The Growth Index is calculated as such:

- Increase in PTAT : from 1 day after premiere to 31

days after premiere

- Weighed by country population

Rank Title Growth

Index PTAT +31

1 Vain elämää (The Best Singers) / Finland 44,7 24 320

2 Unité 9 / French-speaking Canada 15,9 14 098

3 X Factor / Sweden 14,1 37 825

4 La Voz… Colombia / Colombia 8,4 48 252

5 Belgium's Got Talent / Belgium South 6,4 2 987

6 The Voice Brasil / Brazil 5,9 128 169

7 New Zealand's Got Talent / New Zealand 5,8 3 234

8 How We Invented The World / WW 4,9 34 238

9 The Fear / Ireland 4,9 2 586

10 Asbjørn Brekke-show / Norway 4,3 11 293

11 Høflighed På 100 Dage / Denmark 4,2 2 747

12 La Voz / Spain 4,1 23 113

13 Zulufonen Live / Denmark 4,0 2 253

14 Braunschlag / Austria 3,2 3 575

15 Vértigo / Chile 3,1 5 358

16 Dybvaaaaad / Denmark 2,2 1 204

17 De Slimste Mens ter Wereld / Belgium North 2,0 2 106

18 Les Marseillais à Miami / France 1,7 11 857

19 Niet Tevreden Stem Terug / Belgium North 1,6 1 093

20 Rafael Orozco, el ídolo / Colombia 1,6 8 634

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The Voice is the #1 social TV format

In 2012, Talpa’s talent show format The Voice confirmed its ability to get huge

social media buzz in each new market where it premiered.

The Voice social TV factors:

#young target

#music

#many characters (contestants and judges), each with their own fan base

#competition

#participation

#anticipated international brand

#active social strategy on air and off air.

The most social Voices:

In January 2013 The Voice is premiering in German speaking Switzerland (SRF1) and

French Speaking Canada (TVA).

In Middle East, The Voice In Spain, on Telecinco, La Voz In Brazil, on Globo, The Voice Brasil In Colombia, on Caracol, La Voz

Colombia

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Talent shows are the social TV stars

Talent shows (including The Voice) are the most watched entertainment shows

on TV around the world and the safest bet for TV stardom. The genre is

tailored for social media engagement : #mostly music

#mostly young target

#competing contestants supported/trashed by fans and foes

#many live episodes generating instant response

#on air call to interaction and participation

#all factors creating a TV and social event

In

FremantleMedia’s hit formats Got Talent and X Factor achieved very good social

performances in their latest territories:

In New Zealand on TV One In Belgium South on RTL TVI In Belgium North on VTM X Factor (TV4): most social

Swedish premiere of the year

In France, singing competition brand Star Academy (Endemol) was back

on air after a 5-year hiatus, beating previous social tv records for a talent

show premiere in this market.

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Reality soaps draw loyal followers

Serialized reality series (contrived, constructed, semi- to almost fully

scripted…) following the lives of communities of out-of-the-ordinary people or

celebrities in a peculiar situation or dramatic phase get a guaranteed level of

social TV buzz: #young target

#serialization, huge volume of hours build huge accumulated following

#ensemble cast each with their own fan/hate base

#colorful and controversial characters stimulating strong response

#sometimes a call to participation and voting

The most social premieres:

In the UK a Live episode of

constructed reality series

TOWIE….was slammed by

viewers.

In the UK on MTV, The Valleys

explore the nights of Wales

In the USA on E! Married to

Jonas mobilized the fans of

former teen icon Kevin Jonas

MTV’s Gandía Shore, local version

of Jersey Shore was the 2nd most

commented Spanish premiere of

2012.

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Awards shows are tailored for social TV buzz

From a social media point of view, televised awards shows (Grammys, MTV

Awards…) are talent shows on steroids :

#bigger stars line up, more fans to add

#immediately decisive competition polarizing viewers

#sometimes call for online voting

#lots of music

#live shared experience generating socially shared reaction

#for one night a year only: must watch, must talk

The creation of a brand new awards show can be a smart move for a TV channel that wants to

generate buzz and raise awareness. As show these examples of new awards ceremonies :

…

In Spain Neox Fan Awards based on

viewers vote ranked as the third most

social premiere of the year in Spain.

.

In Italy MTV created its own local Hip

Hop Awards based on online voting

.

In Mexico Televisa’s cable channel

Bandamax launched Premios

Bandamax for Mexican music bands

.

.

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Event TV makes viewers talk

What’s a TV event for social media users ?

#for one night only

#everybody’s watching, everybody’s talking

#trash TV, crash TV, TV to trash, TV to share

#sensational/outrageous/shocking…

#a simple game: like vs unlike

#sometimes live: instant response needed

The 4 most social TV events of Sept-Dec 12 :

In the UK on Channel 4 (then in the

US on Discovery) the documentary

The Plane Crash really crashed a

real Boeing 727 to study the

phenomenon in real-time.

In the UK on Channel 4, controversial

2-part experiment Drugs Live followed

a group of volunteers testing ecstasy.

.

In the USA TV movie starring tabloid

heroine Lindsay Lohan Liz & Dick

had to be watched and trashed.

.

In the UK on Channel 4, mentalist

Derren Brown staged a fake

Apocalypse and got a real social hit.

.

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Sept- Dec 2012

Top Genres on Facebook

Average Likes +31* Average PTAT +31*

Scripted 25 838 3 406

Entertainment 18 839 4 579

Talk shows 12 165 3 376

Game shows 6 131 890

Factual 3 823 952

Average 14 657 2 630

Scripted series are more liked but less talked about

Among all the new TV shows, fiction is the genre which gathers the highest

number of likes on official Facebook pages.

But when it comes to being more active on Facebook, new entertainment shows

count more “people talking about this” than scripted shows.

*Facebook Likes, as

measured 31 days after

the premiere of each

new show of the genre

over the period.

* Facebook PTAT (People

Talking About This), as

measured 31 days after

the premiere of each

new show of the genre

over the period. (value of

the last 7 days).

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Scripted series: don’t talk, just watch

Scripted shows are less and less about appointment TV, more and more about

catch-up TV, and they request more viewing attention than reality shows. But

they sometimes benefit from : #ensemble casts with potential multiple fan bases

#big stars attached with pre-existing fanship

#highly promoted tv premieres building anticipation

From Brazil, Salve Jorge on Globo ranks as the most social scripted series

premiere of the period, benefiting from its controversial subject (religion in

Brazil).

In Spain, Fenómenos on Antena 3, benefited from its cast of beloved TV stars

and ranks as the most social scripted premiere of the period in Europe.

In the US Nashville on ABC ranks as the most anticipated and commented US

premiere of the season.

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Latinos are the biggest social TV commentators

4 Latin countries are in the Top 5 of the most active social TV users

Average number of social media comments per premiere (Sept – Dec 2012)

Colombia

Brazil

Spain

Chile

UK

USA

New Zealand Australia

Mexico

France

Italy

Argentina

Belgium

(North)

Canada

(French)

Belgium

(South) Austria

Holland

Sweden Ireland

Germany

Norway

Denmark

Finland

Switzerland

Portugal

Canada

(English)

EU

RO

PE

N

OR

TH

AM

ER

ICA

O

CE

AN

IA

Venezuela

SO

UT

H

AM

ER

ICA

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The most anticipated new show of 2013

German scripted reality series Köln 50667, launched January 7, 2013 on

RTL2 was hugely anticipated on Facebook:

#a spin off of Berlin Day & Night, the most social German TV show ever

#a scripted reality soap: ensemble cast with preexisting fan base

#a young target

#a cross media format: fictional characters live on Facebook with fans as friends.

Köln 50667 became the world’s most anticipated new show of 2013 on Facebook, with over 322,000 Likes one day

before premiere (the equivalent of US series Revolution and Nashville Facebook fans before premiere altogether).

The feedback during tv premiere was mixed, viewers comparing the spin-off to Berlin Tag & Nacht.

The live coverage was exceptionally low on Twitter even by German standards, but fans massively used Facebook

(3,693 comments !). What’s more, the page gained 20,000 additional Likes on the day of its premiere. A story to be

followed…

Since late 2011 Berlin Tag & Nacht is a German social tv phenomenon

and a best practice case study.

For instance: on 16 November 2012, fans could spend the night with

their heroes in a unique triple screen experience: watch the cult movie

Dirty Dancing on TV / watch the fictional characters watch

simultaneously the same movie in a live online episode / interact with

them on Facebook…even choose their tv dinner !

6 weeks before the TV premiere, the spin off series Köln 50667 created its

Facebook page where the main new fictional character started to post

status updates.

Thanks to a very effective cross-promotion with Berlin Tag & Nacht page, it

was an instant success: 150,000 Likes in one day!

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Jan 7 Dec 26

348,123

328,985 308,703

PTAT

08/01: 60,048

Berlin TN (08/01): 276,218

Likes

Before (07/01): 328,985

After (08/01): 348,123

The most anticipated premiere of 2013 in numbers

76.5%

13%

10.4%

The 3 most Liked comments during premiere:

Jan 8

76.5% of the comments

are in response to a

“picture” post

Activity around premiere

Between 12.00pm and 01.00am:

5 posts from the production

2,838 Comments in response

2,173 Likes in response

801 comments « off the wall »

1 am 12 pm

Facebook Likes evolution

Köln 50667 : strong on Facebook

This series is just boring

Berlin Tag und Nacht is better

Hey people, what were you expecting from the first episode? It’s clearly

not 100% convincing, and not much happened. But after all Berlin Tag

& Nacht also started small and got better ratings afterwards because it

became more interesting. We should wait and see what the next

episodes bring. I think that in half a year everybody will love it. Wait and

see! ;))

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Premiere

388 tweets during premiere, low even by German standards.

34.5% of tweets were Retweets

The most active user (after fan page @Koln50667TV) sent 13 tweets

The most « popular » Twitter user has 48,771 followers (online portal Der Westen) and sent 3 tweets

Users tweeted via Web (31.2%), iPhone (29.6%), Android (21.9%) and other platforms (17.3%)

So artificial! Bad actors #köln50667

Isn’t # Köln50667 a bad copy of #Berlin

Day Night? Or am I wrong? #köln50667

What is missing in #köln50667 are the

typical “exotic birds”. But the series is still

“virgin” so don’t worry, that will come.

#köln50667 : quiet on Twitter

I’ll give #köln50667 2 months maximum,

maybe one season.

The most anticipated premiere of 2013 in numbers

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The WitER measures social media comments for TV shows posted on Facebook and Twitter before,

during, and after airing.

The WitER Index weighs the number of social media comments related to a TV airing by the average

number of comments of all TV airings in the same country during the same time period.

A value of "1" equals the country’s average. e.g.: if the national average number of comments for a tv

show is 2,500, a show with 10,000 comments will be valued "4", a show with 100,000 comments will

be valued "40".

Countries covered in this special report include: USA, Canada, Latin America (Argentina, Brazil,

Colombia, Chile, Mexico, Venezuela), UK, Germany, Austria, Netherlands, Belgium, France, Italy,

Spain, Portugal, Switzerland, Ireland, Denmark, Norway, Sweden, Finland, Australia, New Zealand.

TV shows covered in this special report include new TV shows premiered between September 1 and

December 16, 2012. New awards shows (first edition in 2012) were included. News, sports and

unscheduled specials were not included.

Methodology

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The Wit - World Information Tracking - mission is to feed its proprietary FreshTV database everyday with Fresh TV and digital content news, trends, practices from around the world in order to help its subscribers (broadcasters, producers, advertisers) come up with the TV & digital hits of tomorrow.

To help discover the hottest - and sometimes under the radar - new content, the WitspottER exclusive analytics track social media activity around TV shows 24/7 from a quantitative and qualitative point of view.

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