TV Gets SocialMeasuring resonance with Radian6.
Mike Proulx, Hill Holliday@McProulx
What will mankind
make of it?
- Popular Mechanics 1939
We are watching more TVthan ever before.
1984 1998 2009Nielsen, 2010 - Primetime Audience Ratings
In 2010 we watched
34 hours of TV per week.
Source: Nielsen, 2010
Our TV + web use increased 35%.
Source: Nielsen, 2010
“Live TV’s alive as ever,boosted by social media.”
- AdAge , Feb. 2010
+ +
TV gets social.
5 ways social media has enhanced TV.
#1. Virtual Viewing
#2. Content Discovery
#3. Social as Content
#4. Bridge Content
#5. Audience Insights
3 types of social TV audience insights.
#1. Realtime Feedback
#2. Social “Ratings”
#2. Social “Ratings”
#3. Resonance
“A vibration of large amplitude; intensification & enriching of a tone; a quality of evoking response.”
- Merriam-Webster
This is NOT resonance.
Measuringresonance.
An ad for Liberty Mutualdebuts in 2006.
It evokes reaction.
And again in 2009.
A Glee episode featuresoriginal songs.
Resonance or hype?
episode airsless of a dip
Wheat Thins TV spotsintegrate Twitter.
A sustained brand lift?
Did Chrysler really win?
VW’s “The Force” spotresonated with viewers.
Look at the big picture.
online pre-release
And on the next day...
3 key takeaways.
1. TV isn’t dying. In fact, it’s more alive today.
2. Content benefits from real-time insights.
3. Resonance makes a lasting impression.
Thanks!
Mike Proulx, Hill Holliday
@McProulx