Post on 15-May-2015
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© 2012 Networked Insights
Unlock Hidden Value and Maximize Revenue
New Audience Insights from SocialTV
© 2012 Networked Insights
Ad Sales Isn’t Easy
Interpreting client needs, developing
strategies to address, and facilitating
implementation of advertising
programs is hard work.
With proposals, contracts, and
managing implementation how can
you drive demand for all of your TV
shows?
© 2012 Networked Insights
Social Data Makes Buying Decisions a No Brainer
SocialTV is unlocking consumer insights at a rate never before
seen. Supplement existing audience data with a new layer of
audience intelligence derived from social media.
Networked Insights can help you:
Identify brand affinity by TV Show
Discover valuable audience segments
Spot risky advertising decisions before you
approach a brand
Understand program rankings and maximize
the value of all dayparts
© 2012 Networked Insights
Analysis of social data unlocks opportunities to create new connections for
brands and networks with existing social audiences
Networked Insights can help you:
Identify Brand Affinity by TV Show
Social Index (SI) definition: A comparative measure of a topic (e.g., TV show) relative to its peer group (e.g., all TV shows) which combines three factors: Post Volume, Sentiment, and Acceleration. The SI normalizes each factor and combines them so that the “average” show receives a SI = 100.
© 2012 Networked Insights
Networked Insights can help you:
Discover Valuable Audience Segments
Cast &
Crew
Millennials Moms TV Fans
105 112 96
48%
52%
Male
Female
Reaching Moms Through Awake
Moms typically don’t engage in this
genre but Jason Isaacs is a large asset to
the show resonating with this audience.
Those talking about the show skew
more towards women than men.
Moms are talking about the show on
Babycenter.com and Emptynest.com
Positive sentiment for the show is driven
by lead and star Jason Isaacs. He
reaches Moms because of their love of
Harry Potter.
Overall
Social Index Score:
107
Audience Resonance
Look-a-
Like
Show
Millennials Moms TV Fans
90 85 115
Sentiment
Negative� NBC has a hard time building
audiences
� There’s a lot of crime dramas on-air
and new ones struggle to stand-out
� Jason Isaacs is well liked for being
in Harry Potter
� People really like the altered
reality plot
30% 8% 62%Sentiment
45% 6% 49%Sentiment
Positive Negative
Look-a-like Show
Cast/Crew
Gender
Positive
Social Index (SI) definition: A comparative measure of a topic (e.g., TV show) relative to its peer group (e.g., all TV shows) which combines three factors: Post Volume, Sentiment, and Acceleration. The SI normalizes each factor and combines them so that the “average” show receives a SI = 100.
AVG = 100.
© 2012 Networked Insights
Networked Insights can help you:
Identify Risk Before You Approach A Brand
Audiences That Aren’t “Awake”
This show and the genre doesn’t appeal
to Millennials, but the presence of
Jason Isaacs might be the saving grace.
Fashionistas, those that covet designer
brands and style aren’t tuning into
Awake.
NBC has been challenged in finding
audiences and are criticized for this by
viewers. Also, Awake is tied to other
crime dramas on air.
Demographics from social conversation
around Awake skew to the ages of 35-
54.
Sentiment
Negative� NBC has a hard time building
audiences
� There’s a lot of crime dramas on-
air and new ones struggle to
stand-out
Positive� Jason Isaacs is well liked for being in
Harry Potter
� People really like the altered reality
plot
30% 8% 62%
45% 6% 49%
Positive Negative
Look-a-like Show
Cast/Crew
5%
11%
26%
28%
18%
6%
6%
65+
55-64
45-54
35-44
25-34
18-24
0-17
Age
Social Index (SI) definition: A comparative measure of a topic (e.g., TV show) relative to its peer group (e.g., all TV shows) which combines three factors: Post Volume, Sentiment, and Acceleration. The SI normalizes each factor and combines them so that the “average” show receives a SI = 100.
© 2012 Networked Insights
Networked Insights can help you:
Maximize the Value of All Dayparts with Rankings
Network
Programs
Aired
Previous
Week’s Social
Index
Current
Week’s Social
Index
Social
Performance
Current
GRPs
(A18-49)
Key Takeaways
The Bachelor,
Castle69 65 4.6
� The main actor of Castle, Nathan Fillion, trends well with
Millennials – sponsor tweets around his Twitter feed
� Fans of Castle are also fans of Joss Whedon projects like
the upcoming Marvel Avengers film
HIMYM, 2 Broke
Girls, Two and
Half Men, Mike &
Molly, Hawaii
Five-0
78 76 18.3
� How I Meet Your Mother is a hit with sports fans as well
as with hi-tech electronic consumers
� The game Madden Football has recently been discussed
quite frequently with viewers
Gossip Girl, Hart
of Dixie198 254 1.1
� Viewers of both shows enjoy celebrity gossip
� Content from Vogue magazine is frequently shared
between these viewers
House, Alcatraz 86 83 4.2
� Millennials that play videogames particularly enjoy Fox’s
Monday night line-up
� Consider partnerships, or sponsored ads, with popular
gaming webcomics like Penny-arcade and XKCD
The Voice,
Smash69 69 8.3
� Fans of Smash and The Voice trend more heavily female
and organize frequently on fashion and celebrity gossip
sites – this group also has a strong affinity with Pinterest
� When analyzing the Monday Primetime lineup, our
insights uncovered that each network has at least
one show that resonates well with Millennials. The
CW and FOX as an entire daypart perform the best.
� Shows that star a celebrity that have a strong Twitter
following trend well with Millennials.
Summary
0
5
10
15
20
0 100 200 300
GR
Ps
(cu
rre
nt)
Social Index (current)
CBS
CW
Program Ranking
FOX
NBC
ABC
© 2012 Networked Insights
Why Do Advertisers Want to Use SocialTV Data?
Build Efficiency
Find programs with comparable reach for a brand’s target
audience that deliver deeper engagement
Build Effectiveness
Find programs across your network and cable properties that
connect better with target audiences
Build Engagement
Show brands how to identify and leverage owned media to
drive ROI from paid media
© 2012 Networked Insights
Why Work with Networked Insights?
85 % accurate predicting TV show
performance at Upfronts
Informed more than $5 Billion in media
spending in 2011
Partners with leading media agencies to
mitigate risk in broadcast advertising decisions
Named one of Fast Company’s 50 Most
Innovative Companies and #3 in Advertising
© 2012 Networked Insights
Visit: NetworkedInsights.com
Call: 646.545.3900
Email: info@NetworkedInsights.com
Ready to unlock value and maximize revenue?
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