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Social media optimizes your ad dollars!When networks publish upfronts in the spring, advertisers are waiting with baited breathe to see gross rating points, target rating points, total households of the most popular programs. But that's the problem, isn't it? They're all looking at the same information and vying for the same advertising action. Want to get the jump on your competitors when the new line-ups are aired this fall?
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Fueling Intelligent Brands
NETWORKEDINSIGHTS
Outfront of the upfrontsUse social media to optimize your ad dollars
Spring brings more than flowers in the TV business. It’s the season for upfronts, and amidst the star appearances and preview clips, advertisers will pour over familiar numbers – gross rating points, target rating points, total households.
Today, though, a new metric is assuming an all-important role in how ad execs calculate the value in buying a particular daypart – social impressions. Social impressions are an indicator of the social media discussion under way around a show.
Importantly, social impressions represent more than just the raw volumes of posts appearing on blogs, Facebook pages, Twitter feeds and the like. Built on a Networked Insights-developed formula, social impressions emerge from analysis of conversation volume, page views, frequent visitors, and the traits of the posters and forums where the discussions are happening.
What does this mean for you? Social impressions are indispensable complementary data for more traditional measurements. They deliver insights on brand integrations and validate leftover daypart inventory for spot buys. Social impressions are a word-of-mouth machine that can identify hidden diamonds that a sampled households approach normally buries.
Idolize, chuck it or live on the fringe?American Idol (Idol) remains on a roll, reaping a huge harvest of viewers every week. But is it really the mostefficient investment of advertising dollars?
Idol recently delivered 14.2 GRPs for a 30-second ad, at a cost of nearly $600k. An alternative approach to capturing a like audience would be to buy a combination of shows with lower GRPs, and thus lower costs, but with higher social impressions.
For example, purchasing a week’s ads on episodes of Saturday Night Live, Chuck, Fringe, The Vampire Diaries and Supernatural would deliver GRPs equivalent to Idol (see table Social Impressions – The Top 20). But for the same GRPs, you would reach an audience 60 percent more engaged than the Idol audience. And those five buys together would be less than half the cost of Idol, leaving you $300,000 to invest in even more ads, impressions and GRPs.
Idol recently delivered 14.2 GRPs for a 30-second ad, at a cost of nearly $600k.
An alternative approach to capturing a like audience would be to buy a combination of shows with lower GRPs, and thus lower costs, but with higher social impressions.
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From a raw GRPs per household-to-social impressions ratio, Chuck receives 60 percent more value from every GRP than Idol. The Vampire Diaries is even more impressive with an incredible 215 percent more social impressions per GRP than Idol.
It’s more than numbers, tooMany Idol viewers are unquestionably engaged in the competition, contestants and judges, and they take to social media channels to talk about it. However, the show doesn’t have a monopoly on viewer passion.
Chuck and Fringe enjoy dedicated fan bases that have been campaigning with viewers and the networks for two years to keep the shows on the air. Fringe has waged a particularly inspiring battle, keeping up the fight in a Friday night slot that has been a dead zone for previous Fox shows except The X-Files. Little surprise, then, that the two shows together capture 10 percent more social impressions than Idol, whose near-term viability is unthreatened, at a quarter the cost.
Social impressions reveal the power of good storytelling in creating and maintaining viewer engagement. Four of the five shows in the alternative buy, the late-night workhorse SNL excepted, are generating extensive fan fiction. Fans are writing stories that involve the programs’ characters, help-ing keep them top of mind and expanding mentions. Story sharing and peer-reviewed material are building community, helping sustain the franchises.
The story-driven shows in the alternative buy also offer ad-vertisers the chance to integrate their products and services into programming in clever ways. Subway sandwiches have become a fixture on Chuck, with characters’ discussions of fresh ingredients taking product placement to a new level.
Because Chuck continues to live under the guillotine of potential cancellation, fans accept this commercialism as a small price to pay for keeping the program on the air – which Subway’s sponsorship deal has done – and to even embrace it. In contrast, Idol fans may simply have become inured to the ever-present Coke glasses at the judges’ table and the rolling-down-the-road sing-alongs for Ford.
From a raw GRPs per household-to-social impressions ratio, Chuck receives 60 percent more value from every GRP than Idol.
The Vampire Diaries is even more impressive with an incredible 215 percent more social impressions per GRP than Idol.
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Where’s the ad value? Analyzing social impressions can reveal trends that lead you to more efficient placements and higher viewer engagement.
Estimated Average Total Households based on averages of daily and weekly HH numbers published by blog.zap2it.com.
Estimated Average 30-Second Ad Cost based on averages published by AdvertisingAge.
Report data collected from posts made 12/25/2010 through 3/25/2011.
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Social Impressions – The Top 20
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Networked Insights Rank
FOX
CBS
FOX
ABC
ABC
NBC
NBC
NBC
FOX
CW
CW
NBC
CBS
ABC
CBS
CW
FOX
FOX
FOX
FOX
Network Show
Glee
Two and a Half Men
American Idol
Dancing with the Stars
Modern Family
Saturday Night Live
Chuck
The Office
Fringe
The Vampire Diaries
Supernatural
30 Rock
How I Met Your Mother
Grey's Anatomy
The Big Bang Theory
Smallville
House
The Simpsons
Bones
Family Guy
SocialImpressions
82,399,089
45,714,274
31,746,773
29,934,923
23,722,073
19,831,993
19,655,604
15,343,751
15,033,387
11,983,281
11,310,245
7,858,690
7,156,432
6,707,748
6,255,278
5,063,450
4,380,371
3,912,207
3,519,712
1,625,128
Est. Avg. TotalHouseholds
6
8.2
14.2
13.6
7.1
4.3
3.5
4.2
3.8
1.7
1.6
3.1
5.8
7.5
8.6
1.6
6.5
4.4
6.7
4.4
Est. Avg. 30-sec Ad Cost
$214,300
$226,600
$599,900
$590,100
$108,300
$69,400
$72,700
$103,200
$63,000
$59,700
$23,500
$100,400
$157,300
$90,300
$191,500
$27,300
$183,400
$174,200
$107,700
$153,600
.
Questions about this report? Want a free consultation on how social data can improve your media planning and other marketing? Contact us.
Email: [email protected] Phone: 608.237.1867 Web: networkedinsights.com
Networked Insights was founded in 2006 by industry leaders and seasoned entrepreneurs in the fields of social media and customer intelligence. Headquarters are in Madison, WI, with offices in New York and Chicago.
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