Stratt lerner

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  • 1. TV Gets Social: A Look at the Data Behind the Screens
    Nina Stratt Lerner@nmincite
    August 20, 2011

2. Perhaps you are wondering

  • How do TV ratings and online conversation relate? 3. Is buzz a leading indicator of TV ratings? 4. Does the relationship change during the season? 5. Where does impactful buzz take place? 6. How does ad spend change the relationship?

Buzz grows over a shows season
Premiere
Mid-Season
Finale
Buzz Volume
7. Blogs & boards dominate the conversation
Premiere
Mid-Season
Finale
Buzz Volume
8. Buzz and ratings more correlated for younger demos
Persons
Females
Males
Correlation (r)
High
Low
9. A strong relationship exists for buzz & broadcast ratings
TV Ratings
Buzz Volume
10. Model Overview
Buzz Data Source: 150 million+ social media sites
N= 250 TV shows
TV Ratings
11. When is buzz a leading indicator of TV ratings?
Buzz is significant at p