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Copyright © 2011 NM Incite.Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Television Gets SocialRadha SubramanyamSVP Nielsen and NM Incite
@radhas2
@nmincite
#aw8@nielsenwire
#socialTV
Copyright © 2011 NM Incite.Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Television Gets SocialRadha SubramanyamSVP Nielsen and NM Incite
@radhas2
@nmincite
#aw8@nielsenwire
#socialTV
The consumer decision journey has evolved
Social media use is largely driven by real world connections and the desire to view / contribute reviews of products / services
Family Contact
Find/Maintain Old Friends
Find New Friends
Read Consumer Feedback
Learn about Products
Get Coupons, Promos
Give Positive Feedback
Give Negative Feedback
Entertainment
Creative Outlet
Gaming
“How To” Info
Follow Celebrities
Dating
Family / Friends
Products / Services
Lifestyle / Entertainment
Career / NetworkingBusiness Contact
Find a Job
More FemalesMore Males
Source: NM Incite – The State of Social Media Survey, 2011
Men are more likely to use social media for
careers / networking, and dating – while women use social media for a
creative outlet, for coupons/promos and to give positive feedback
What is social media used for? % Social Media Users Ever Doing Activity
For many, social media is a daily activity
Daily Weekly Monthly or Less
Family Contact
Old Friends (maintain/find)
Entertainment
Gaming
Hearing Positive/Negative Experiences
Money Incentives
Creative Outlet
New Friends
Complimenting Brands
Learning About Brands/Services
Expressing Concerns About Brands
Finding “How to” or Self-help Info
Business Contact
Following Celebrities
Job Finding
Dating
SOURCE: NM Incite – The State of Social Media Survey, 2011
% Social Media UsersHow often do consumers engage with social media?
Restaurants
Home electronics
Food/beverages
Entertainment
Travel/leisure
Appliances
Automobiles
Clothing/fashion
Beauty/cosmetics
Financial/Banking
Toys
Jewelry/accessories
Baby care
26
20
24
33
28
16
21
22
20
19
22
23
16% that create online
reviews
Note: 1) % respondents that have reviewed/rated and/or shared content about products/services online within the past year across any product/service category (LH chart) or specific product service (RH chart); 2) Real % difference between those ‘likely’ to ‘very likely’ to consume vs. create
SOURCE: NM Incite – The State of Social Media Survey, 2011
Creation of content about toys, jewelry and baby care is
concentrated– far more people
consume this content vs. creating
3 in 5 online consumers create review/rating content about products and services online Additional % that consume
online reviews / ratings2What type of review / rating content is created online? % Social Media Users1
Platform preferences vary significantly by product / service category
Preference for Live Company Sources (e.g. call center, email, online chat)
Note: 1. Includes a company’s Facebook and Twitter accounts, a mobile and video clips (e.g. YouTube); See Appendix for detailed preferences across specific social media and live sources
SOURCE: NM Incite – The State of Social Media Survey, 2011
Restaurants
Entertainment
Travel/leisure
Food/beverages
Home electronics
Automobiles Clothing/fashion
Appliances
Beauty/cosmetics
Toys
Jewelry/accessories
Financial /bankingBaby Care
Restaurants
High Information Requirements
What is the preferred source for product & service information by category?Bubble Size=Relative % of Internet Users Using Social Media for Category Research
Preference for Social
Media Sources1
Who is talking about TV?General Online Population (%) Social Media Population (%) Population on Sites Talking About TV*
(%)
Male 47% 45% 55%Female 53% 55% 45%
<18 16% 34% 12%18-24 9% 10% 14%25-34 16% 17% 29%35-49 26% 27% 30%
50+ 32% 31% 24%
Hispanic 12% 12% 13%Non-Hispanic 88% 88% 87%
White 78% 78% 76%Black, or African American 11% 10% 12%
Asian or Pacific Islander 3% 3% 4%Other 8% 8% 8%
Source: Nielsen NetView and NM Incite*Volumes represent the average March 2011 site visitor demographics for
top ten boards, blogs, groups, Twitter, and Video and Image sites discussing TV in general.
What do viewers talk about?
Source: NM Incite - Volume is represented as a percentage of 2,058,828 messages about the top 10 television series, posted on boards, blogs, and groups from July 1, 2009 to February 28, 2011.
When does TV buzz happen?
Source: NM Incite - Volume is represented as a percentage of 7,373,765 messagesabout 255 television series, posted on boards, blogs, and groups from July 1, 2009
to February 28, 2011
When does TV buzz happen? (cont’d)
* Source: NM Incite - Volume is represented as a percentage of 7,373,765 messages about 255 television series, posted on boards, blogs, and groups from July 1, 2009 to February 28, 2011
Buzz grows over a show’s seasonPremiere Mid-Season Finale
Buz
z V
olum
e Reality Non-competition
Reality Competition
Comedy
Drama
Blogs & boards dominate the conversationB
uzz
Vol
ume
Premiere Mid-Season Finale
Buzz and ratings more correlated for younger demos
Persons
Females
Males
Correlation (r) HighLow
Model Overview
TV Ratings
Buzz Data Source: 150 million+
social media sites
N= 250 TV shows
18-34 35-49 50+
PREMIEREMales
Females
MIDSEASONMales
Females
FINALEMales
Females
When is buzz aligned with TV ratings?
Buzz is significant at p<=0.05. R2 ranges between 0.5 and 0.9
Four weeks prior to a show premiere…
Ratings for people 18-34 years old
Buz
z re
latio
nshi
p to
ratin
gs
Buzz is significant at p<=0.05 for all models. R²=0.4
How does genre change buzz’s relationship with premiere ratings?
Two weeks prior to a midseason episode…
Ratings for people 18-34 years old
Midseason relationship weaker
Ratings for people 18-34 years
How does the impact of buzz vary throughout midseason?
Time
month 1 month 2 month 3 month 4 month 5 month 6+
Buz
z re
latio
nshi
p to
ra
tings
Two weeks prior to a show finale…
Ratings for people 18-34 years old
Finale relationship similar to midseason
Ratings for people 18-34 years
Looking Forward…
Show LevelEffectiveness of Promos
TV driving BuzzCume
State of the Media: The Social Media Report Q3 2011http://www.nmincite.com/?p=5412
How Social Care Impacts your Businesshttp://www.nmincite.com/?p=5311
@Radhas2
Questions? Thank you!
