Download - Social Rating Point - Hugues Rey - IAB Belgium - 27 2 2014

A NIGHTMARE

ON MAIN SCREEN

Social TV & 2nd Screen Managementby Havas Media

27th of February 2014

Surf on websites related to what I’m watching

44%

Comment on Social Networks

about what I’m watching

22%

Source: Havas MMS 2013

2 625 2 078

966 1 443

902 1 362

6 498Kroatië – België

11/10

4 248SYTYCD 13/10

1 449De Zevende Dag

13/10

5 751Croatie – Belgique

11/10

4 307RDV Grand Place

27/09

3 717Belgium’s got talent

03/11

Source : North&South, Messages Facebook&Twitter

Sport

Political

Variety

Candidate Show

Candidate Show

Sport

The most engaging categories

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=rqgW9ItRKPEa_M&tbnid=OPlkBdRad0_-6M:&ved=0CAUQjRw&url=http://www.spreadshirt.fr/jaune-lion-des-flandres-t-shirts-C4408A13395259&ei=_Nx4UpzWM4eW0AWz9oGIDA&bvm=bv.55980276,d.d2k&psig=AFQjCNGjkPqHn1tP5NiDTqi8EWA5XYRsIQ&ust=1383738992973667

http://www.google.be/url?sa=i&source=images&cd=&cad=rja&docid=zWDkTtum_ZcOHM&tbnid=MZ_GhYa4hcr1aM:&ved=0CAgQjRwwAA&url=http://www.wallonie-en-ligne.net/Wallonie_Citoyennete/Hommages/Robert-Moreau_par-J-Cl-Vancauwenberghe.htm&ei=0dx4UrxSo8fsBoHHgegD&psig=AFQjCNGjYhGcUuhxDyQ1qy2f6tQtpXE7cw&ust=1383738961101662

Men tend to be more engaged viewers except for the candidate shows

Benchmark

TV

Social & TV data

Sport Candidate Show VarietyPolitical Magazine

Source : National, Twitter, gender, >100 messages and >50 unique users

Social

Sentiment is linked to the topics more than the programs and vary week on week

16/10 18/09

11/09 13/10

Alimentation etfaux sucres

17/10

23/10

15/09

10/11

Affaire Wesphael : l'immunité parlementaire en question

Best of internationalavant le lancement de la saison 2

Opération de solidaritéde la RTBF

Pourquoi malade dansles transports

Animaux qui baignent dans leluxe et vivent comme des humains

La maternité trop vuecomme un hôtel ?

Caméras intelligentes, une bénédiction ou une malédiction?

Source : Top North&South positive&negative sentiment on Twitter, Selection broadcast = >100 messages and >50 unique users

20% 17%

53% 45% 44% 40%

13%14%

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=rqgW9ItRKPEa_M&tbnid=OPlkBdRad0_-6M:&ved=0CAUQjRw&url=http://www.spreadshirt.fr/jaune-lion-des-flandres-t-shirts-C4408A13395259&ei=_Nx4UpzWM4eW0AWz9oGIDA&bvm=bv.55980276,d.d2k&psig=AFQjCNGjkPqHn1tP5NiDTqi8EWA5XYRsIQ&ust=1383738992973667

http://www.google.be/url?sa=i&source=images&cd=&cad=rja&docid=zWDkTtum_ZcOHM&tbnid=MZ_GhYa4hcr1aM:&ved=0CAgQjRwwAA&url=http://www.wallonie-en-ligne.net/Wallonie_Citoyennete/Hommages/Robert-Moreau_par-J-Cl-Vancauwenberghe.htm&ei=0dx4UrxSo8fsBoHHgegD&psig=AFQjCNGjYhGcUuhxDyQ1qy2f6tQtpXE7cw&ust=1383738961101662

USEFUL ?USABLE ?USED ?

Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5minPrograms buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ

During Breaks, 2nd screen becomes first one

Programs that generate “buzz” suffer less from zapping

-17% -9%47%

The Havas Social TV indicator

SRP : Social Rating Point

= X 100

Source : National, Reach 000 (20% non cum.), 15-54 year

Social Audience

TV ReachTotal Messages Reach TV (20%)

How to read SRP ?2 SRPs = 2% of TV reach is also messaging about the show on social networks with 1 message by unique user2 SRPs = 1% of TV reach is also messaging about the show on social networks with 2 message by unique user

Average: 0,18

Top SRP – South – 2013

Program SRP

UEFA Champions League - Benfica vs Anderlecht (17/09) 2,32

Championnats du monde de cyclisme sur route (29/09) 2,19

Rendez-vous Grand-Place (27/09) 2,09

Soirée CAP 48 (13/10) 1,36

Belgium's got talent (22/09) 1,10

UEFA Europa League - Standard vs Esbjerg FB (19/09) 1,02

La nouvelle star (31/10) 0,95

Qualification Coupe Du Monde - Croatie vs Belgique (11/10)

0,91

Mise au point (03/11) 0,56

Un gars, un chef (18/09) 0,40

Source : Top 10 South by broadcast, ranking on SRP

Weekly - In MM

SRP Champions 2014 (so Far): 16 !

Hello Bank! & The Voice

LIVE INTEGRATION OF TWEETS

Conclusion - A Virtuous Approach

AdvertiserReach Better – Start Storytelling – Engage Consumer

BroadcasterEnhance Tv viewer loyalty through 2nd screen Engagement (Please do it!)

Havas MediaBreak the silos (TV + Social + Data)

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