Mapping Social TV Audiences: The Footprints of Leading Shows in the Australian TwittersphereAxel Bruns, Darryl Woodford, Tim Highfield, and Katie Prowd

Social Media Research Group

Queensland University of Technology

Brisbane, Australia

a.bruns / dp.woodford / t.highfield / k2.prowd @ qut.edu.au

@snurb_dot_info / @dpwoodford / @timhighfield / @katieprowd

http://socialmedia.qut.edu.au/

THE AUSTRALIAN TWITTERSPHERE

• Twitter in Australia:– Strong take-up since 2009– Centred around 25-55 age range, urban, educated, affluent users (but gradually broadening)– Significant role in crisis communication, political communication, audience engagement, …

• Mapping the Twittersphere:– Long-term project to identify all Australian Twitter accounts– First iteration: snowball crawl of follower/followee networks

• Starting with key hashtag populations (#auspol, #spill, …)• Map of ~1m accounts in early 2012

– Second iteration: full crawl of global Twitter ID numberspace through to Sep. 2013 (~870m accounts)

• Filtering by description, location, timezone fields• Focus on identifiably Australian cities, states, timezones and other markers• 2.8 million Australian accounts identified (by Sep. 2013)• Retrieval of their follower/followee lists

MAPPING TELEVISION FOOTPRINTS

• Mapping the Twittersphere:– Filtered to include only accounts with (followers + followees) >= 1000

• 140k accounts, 22.8m follower/followee connections within this group

– Mapped using Gephi Force Atlas 2 algorithm (LinLog mode, scaling 0.0001, gravity 0.5)– Qualitative interpretation of network clusters based on high-degree nodes in each cluster

• Determining television footprints:– Data gathered on selected hashtags / keywords for a range of key TV events– Data filtered for participating accounts included in the 140k most connected users– Data superimposed on underlying network map

• Applications:– Audience engagement analytics beyond mere volumetrics– Better assessment of show reach: breadth, depth, thematic fit of audience engagement– Comparative benchmarking across shows

TELEVISION SHOWS SELECTED

• Shows included:– 60 Minutes (Australian edition): news magazine, Nine Network – #60Mins, #ExtraMinutes, @60Mins– Q&A: political talkshow, Australian Broadcasting Corporation – #qanda, qanda– The Project: news talk panel, Network Ten – #theprojecttv, @theprojecttv, theprojecttv– Big Brother: reality TV, Nine Network – #BBAU, #BBAU9, @BBAU9, #bigbrotherau

(all tracked between 3 Sep. and 7 Oct. 2014)

– AFL Grand Final: Seven Network – #AFLGF, AFL, HAWvSYD, …

(27 Sep. 2014, tweets tracked since 26 Sep. 2014)– NRL Grand Final: Nine Network – #NRLGF, NRL, …

(5 Oct. 2014, tweets tracked since 3 Oct. 2014)– FFA Cup: FOXTEL – #FFACup, @FFACup, FFACup, …

(major rounds 29 July to 16 Dec. 2014, tweets tracked since 29 July 2014)– Commonwealth Games: Network Ten – #Glasgow2014, #CWG2014, …

(23 July to 3 Aug. 2014, tweets tracked since 30 June 2014)– Tour de France: SBS – #letour, #tdf, #sbstdf

(5-27 July 2014, tweets tracked since 30 June 2014)

Education

Agriculture

Literature

Adelaide / SA

FoodWine

Beer

Parenting

Mums PR

Netizens

Marketing

InvestingReal Estate

Home BusinessSole Traders

Self-Help

HR / Support

Followback

Urban MediaUtilities

Advertising

Business

Fashion

Beauty

ArtsCinema

Journalists

Politics

Hard RightLeftists

News

CyclingTalkback

Music

TVV8s UFC

NRL

AFL

Football

Horse Racing

CricketNRU

Celebrities

Hillsong

Perth

PopMedia

Teen Idols

Cody Simpson

THE AUSTRALIAN TWITTERSPHERE

60 MINUTES

Q&A

THE PROJECT

BIG BROTHER

AUDIENCE OVERLAP: POLITICS

AFL GRAND FINAL

NRL GRAND FINAL

FFA CUP

COMMONWEALTH GAMES

TOUR DE FRANCE

AUDIENCE OVERLAP: SPORTS

Conclusions

• Some observations:– Distinct diverging footprints for shows

despite shared themes– Persistent partisan audiences for some

types of programming– Potential to assess shows based on:

• Ability to reach core audiences• Ability to engage casual viewers

– Opportunities to:• Identify lead users / influencers• Study engagement patterns per

episode• Study engagement patterns over time

– Next steps:• Develop methods and metrics to

quantify engagement patterns• Include temporal dimension to track

engagement spread over time

deep

shallow

narrow broad

60Mins

Q&A

Project

BBAU

AFLGF

NRLGF

FFACup

CGames

TdF

(non-scientific illustration)

http://mappingonlinepublics.net/@snurb_dot_info

@dpwoodford

@katieprowd

@tsadkowsky

@timhighfield

@jeanburgess

@socialmediaQUT – http://socialmedia.qut.edu.au/

This research is funded by the Australian Research Council through Future Fellowship and LIEF grants FT130100703 and LE140100148.