Social TV Facebook - Watching with friends (livre blanc)

WATCHING WITH FRIENDSHow TV drives conversation on Facebook

A SECONDSYNC WHITE PAPER FEBRUARY 2014

Contents

80%OF TV-RELATED CHATTER ON FACEBOOK COMES FROM A MOBILE DEVICE*

Introduction 3Executive Summary 4

TALKING ABOUT TV 5Real-time Engagement 6Types Of Interaction 7Different Engagement Patterns 8

SOCIAL TV PATTERNS 9Genres Have Distinct Engagement Signals 10Sport 11

DEMOGRAPHICS 12Age And Gender 13Devices 14A Global Phenomenon 15

THE TV AUDIENCE 16Conversion 17

CONCLUSION 18

METHODOLOGY 20

APPENDIX 22

2 SecondSync | Watching With Friends

WATCHING WITH FRIENDS

*Across all telecasts analysed for this paper

IntroductionSocial TV analytics has moved from the media lab to mainstream media research in just four years. SecondSync has played a leading role in pioneering the real-time, big data analysis of social interactions mapped to TV programmes, working with the UK’s leading broadcasters and advertising agencies. The company is now spearheading the next stage in the evolution of social TV analytics. This white paper – the early fruit of that innovation drive – presents the initial findings of a major study, using SecondSync’s social listening technology and social TV expertise to analyse total discussion levels on the Facebook platform in the US, UK and Australia. This is the first in-depth analysis of Facebook’s social TV data across multiple territories, and the first time Facebook has released social TV analytics to the industry at this scale. The huge volumes of public conversations on Twitter have meant that until now social TV has largely been

synonymous with one social network. SecondSync’s findings offer an additional perspective, one that is able to draw on Facebook’s rich demographics, broad reach, and multiple interaction types. My hunch is we’ll be debating the efficacy of each platform well into 2014 and beyond because they are different and we use them differently.

As other social platforms emerge SecondSync will further broaden the sources of its social TV analytics, and present a more nuanced view based on different platform functionalities, and ever-changing audience behaviours. It all points to a more complex, but at the same time even more exciting future for social TV analytics.

Graham Lovelace Non-executive director, SecondSync Limited Director, Lovelace Consulting Limited

This is the first in-depth analysis of Facebook’s social TV data across multiple territories, and the first time Facebook has released social TV analytics to the industry at this scale



Executive Summary

80% of TV-related chatter on Facebook comes from a mobile device.

Up to a quarter of the TV audience is posting content related to the show they are watching on Facebook.

Contrary to previous assumptions, most TV-related Facebook Posts happen within the show airing.

1 2 3 4 5The scale of social TV chatter seen on Facebook corresponds to the broad reach of the social network.

Posts are the catalyst for TV-related conversations that continue in the form of Comments.



TALKING ABOUT TV


FINAL SCENE THE KILLERS’ PERFORMANCE

The fact that people talk about TV on Facebook has never been in doubt. However, it has often been assumed that TV-related Facebook interactions happen outside the show airing and not in real-time. Our analysis challenges this assumption.

Looking at a minute by minute breakdown of anonymised aggregated TV-related Facebook interactions it is clear that audiences are talking about TV while they are watching it. The majority of TV-related activity happens during the show and we see huge peaks of activity that map directly to key events in the telecast.

Real-time Engagement

BREAKING BADAMC | 29TH SEPTEMBER 2013

CHIEFS VS COLTS NFL PLAYOFFNBC | 4TH JANUARY 2014

X FACTOR UKITV | 14TH DECEMBER 2013

60%OF DAILY FACEBOOK INTERACTIONS ABOUT A TV SHOW OCCUR DURING THE AIRING*

FINAL SCORE

INTERACTIONS

4,477,454INTERACTIONS


1,987,972


TALKING ABOUT TV


We looked at how TV audiences engage with shows using four different types of Facebook interaction: Posts, Comments, Likes and

Shares. Each type exhibited distinct repeating patterns of engagement that were consistent across the TV schedules.

Types of interaction

POSTS (501,073)Posts are most closely aligned to real-time TV ‘events’.

SHARES (19,440)Shares are used less in TV chatter than the other interaction types.

CIs VS TIsFor The Sound of Music Live there were more click interactions than text interactions

THE SOUND OF MUSIC LIVE | NBC | 5TH DECEMBER 2013

LIKES (4,730,608)Interactions from Likes of TV-related content have a long tail of engagement.

COMMENTS (2,097,815)The bulk of TV conversations are contained in Comments.

CIs

65%TIs

35%7,348,936INTERACTIONS


TALKING ABOUT TV

LIKES

67%

Viewers use Posts to start conversations that cluster around events in the show. In turn, Posts often seed huge volumes of Comments and Likes that have broader peaks

of engagement which are sustained for a much longer time period as friends continue discussions long after the show has aired.

Different engagement patterns

THE WALKING DEAD | AMC | 13TH OCTOBER 2013


45000

90000

18:00TRANSMISSION WINDOW

19:00 20:00 21:00 22:00

POSTS

11%

COMMENTS

21%

SHARES

1%


TALKING ABOUT TV

SOCIAL TV PATTERNS


Genres have distinct engagement signals

DR WHOBBC | 23RD NOVEMBER 2013

DANCING WITH THE STARSABC | 27TH NOVEMBER 2013

We analysed many types of shows and by visualising the results we were able to identify distinct patterns of engagement that are

consistent across different genres. These genre differences reflect the nature of the content and demographics of the audience.

BOUNCERS C4 | 5TH SEPTEMBER 2013

INSIDIOUS C4 | 7TH SEPTEMBER 2013

JEREMY KYLEITV | 5TH SEPTEMBER 2013

DRAMADramas generate a bookend pattern of engagement with Facebook activity peaking at either end of the telecast.

COMPETITIONSPosts around competition shows map directly to performances.

DOCUMENTARIESDocumentaries are a catalyst for Posts that generate high volumes of conversation in Comments.

FILMSFilms are big drivers of social engagement. Iconic scenes from films tend to drive the biggest peaks in engagement.

DAYTIMETabloid talk shows also drive real-time conversations with guests generating significant Facebook reaction.


SOCIAL TV PATTERNS

SportSport is a huge driver of engagement across all interaction types. For instance, 2014’s Super Bowl generated 185 million Facebook interactions from 50 million unique users. However, it’s not just marquee finales like this that are able to generate significant

volumes of engagement. As can be seen below, patterns of engagement map directly to events on the field with the biggest volumes of interaction seen after big plays, controversial officiating decisions and directly after the end of games.

NFL PLAYOFF, INDIANAPOLIS COLTS VS KANSAS CITY CHIEFS | NBC | 4TH JANUARY 2014

19:27 Luck recovers a Colts fumble and dives for a touchdown

51,00320:05 Final score

158,171INTERACTIONS PER MIN

19:52 Luck throws a touchdown to put The Colts ahead for the first time

62,583INTERACTIONS PER MIN

INTERACTIONS PER MIN

The Colts achieve the second biggest comeback in NFL Playoff history, coming from 28 points down to beat The Chiefs 45-44.


SOCIAL TV PATTERNS

DEMOGRAPHICS


Facebook has a very broad user base that is spread across all demographics. Using the depth of demographic information coming from anonymised, aggregated Facebook data we can

see which segments of the TV audience are most engaged and how that changes across the schedules.

Age and gender

13-24

25-34

35-44

45-54

55-64

65+

0 250000 500000 750000 1000000

13-24

25-34

35-44

45-54

55-64

65+

0 250000 500000 750000 1000000

FACEBOOK SOCIAL TV*

AGE BREAKDOWNBREAKING BAD AGE AND GENDER BREAKDOWN

SOUND OF MUSIC LIVE AGE AND GENDER BREAKDOWN

13 - 24

30%

25 - 34

30%35 - 44

20%

45 - 54

12%

55 - 64

6%

65+

3%


DEMOGRAPHICS

Interactions Interactions


In keeping with the concept of second screening, most TV-related engagement on Facebook occurs via a mobile device.

Devices

Entertainment show interactions are more likely to be generated by mobile apps.

Despite a trend towards mobile, the devices used to generate Facebook interactions vary depending on the genre of show, illustrating the contrasting social media habits of different demographics.

Facebook.com in the browser is most popular with the News and Current affairs audience.

80%OF TV-RELATED CHATTER ON FACEBOOK COMES FROM A MOBILE DEVICE*

*Across all telecasts analysed for this paper14 SecondSync | Watching With Friends

DEMOGRAPHICS

A Global PhenomenonUsing Facebook’s detailed geo-location data we can accurately analyse activity by country and filter out chatter from other regions. Here we see total interaction figures for the X-Factor final across three different territories.

X FACTOR FINAL (UK)ITV | 14TH DECEMBER 2013

INTERACTIONS

1,987,972

X FACTOR FINAL (US)FOX | 18TH DECEMBER 2013

INTERACTIONS

246,909

X FACTOR FINAL (AUSTRALIA)7 | 28TH OCTOBER 2013

INTERACTIONS

265,447


DEMOGRAPHICS

THE TV AUDIENCE


10% 19% 22% 24%

Because of Facebook’s size (71% of adults online in the US1) and broad demographic spread, interactions are generated by a group that is broadly representative of the general population.

For a two week period we tracked all prime-time UK television-related interactions on Facebook.. We also looked at high profile, prime time shows in the US and Australia.

We found that the number of individuals engaging with shows in real-time on Facebook accounted for a significant proportion of the TV audience when compared with ratings data. In some cases, this was almost a quarter of the TV audience.

Conversion

PERCENTAGE OF TV AUDIENCE INTERACTING WITH FACEBOOK2

BREAKING BAD FINALEAMC | 29TH SEPTEMBER 2013

THE SOUND OF MUSIC LIVE!NBC | FRIDAY DEC 5TH 2013

THE WALKING DEADAMC | 13TH OCTOBER 2013

UK X FACTOR FINALITV | 14TH DECEMBER 2013

17 SecondSync | Watching With Friends1 Pew Research Center, Social Media Update 2013

2 Calculated using publicly available average audience figures

THE TV AUDIENCE

CONCLUSION


ConclusionWhen looked at holistically, real-time activity around TV and Sport on the Facebook platform is hugely compelling and there are important commercial implications. Audience measurement, TV planning, content discovery, direct response advertising, TV commissioning and research are just some of the sectors that will benefit from the insights coming out of the world’s biggest social network.

TV is an important area for Facebook and it has been actively encouraging activity in this space for some time. Pages for shows, the adoption of the hashtag and the ‘Watching’ status update have all contributed to the high volume of interactions.

SecondSync will continue to work closely with Facebook to surface actionable insights. Areas of future research will include investigating the extent to which Facebook drives TV tune-in, measuring the reach of TV-related interactions, and looking at the effectiveness of Facebook calls to action in TV advertising.

Areas of future research will include investigating the extent to which Facebook drives TV tune-in and measuring the reach of TV-related interactions


CONCLUSION

METHODOLOGY


SecondSync and Facebook worked together to make sure the data was of the highest quality without impacting on the privacy of Facebook users and clients. Using proven techniques established over three years of analysing social TV data, SecondSync generated complex search terms based on show titles, talent and narrative, which were then provided to Facebook. Facebook used these search terms to calculate anonymised statistics of total discussion volumes for the search terms, aggregated at telecast airing window, daily and minute level. In addition, Facebook used these search terms to randomly select a small number of anonymised public Facebook posts that SecondSync used to test the accuracy

and quality of its search terms. Terms that did not pass QA testing were revised and re-submitted to Facebook. Facebook provided the resulting statistics to SecondSync for analysis and use in preparing this study. No private posts, user contact information or client advertising data whatsoever was made available to SecondSync by Facebook. Demographics and minute level data generated in this study came from a sample of high profile, predominantly prime-time shows, which aired between September 2013 and January 2014 in the UK, US and Australia. Chatter distribution statistics came from a study of 1500 prime-time UK TV shows, broadcast between 1st September 2013 and the 15th September 2013.

Methodology


METHODOLOGY

APPENDIX



SAMPLE US SHOWS

SAMPLE UK SHOWS


SAMPLE AUSTRALIAN SHOWS


CONNECT

SecondSync LtdGas Ferry RoadBristol, BS1 6UN UK

+44 (0)117 325 [email protected]

http://www.secondsync.com

Social TV Facebook - Watching with friends (livre blanc)

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