27 September 2012

Research, socialmedia and TV

AUDIENCE TECHNOLOGIES & INSIGHT

Mark DonovanSuzanne Trotter

Channel 4

‘Social TV’ defined

• People using social networks and social apps to:– Find, rate, share programmes

– Chat with friends while watching

– Participate with programmes

A symbioticrelationship

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Social TV has evolved thecontent discovery process

Broadcasters can utilisesocial TV to aid discovery

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• Over 100k tweetsacross campaign– 43k on day of trail

• Opening audience ofover 500k

Younger skewing content isparticularly "loud"

• Can drive tune-in AND keep viewers watching live

• Instant feedback

• New audience insight opportunities

Social TV is importantto broadcasters

• Social TV generatesdata:

– New forms ofprogramme discovery

– Highly targetedsecond screenadvertising

Social TV is importantto Channel 4

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100

150

Visited a brand or serviceFacebook page

Liked a brand or service Facebookpage

Shared a brand or serviceFacebook page

Visited a TV programme Facebookpage

Liked a TV programme Facebookpage

Mentioned a TV programme in aFacebook status update

Posted a Tweet about a TVprogramme

Retweeted about a TV programme

Followed someone from a show

Tweeted about a brand

Seen a Tweet about a brand

Average person C4 viewer

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Channel 4 audience ishighly connected

Source: Channel 4/Kantar Digital Landscape Survey; index 100 = average GB adult

Index

Channel 4 programmes areregularly most talked about

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Prometheus trailer premiere

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BP Paralympics campaign

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Case study 1: AFP integratingsocial: RIM/ Blackberry

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Case study 2: Sponsorshipintegrating social: Toyota Aygo

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Case study 3: Spot ad integratingsocial: Andrex Washlets

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Research challenges:Accuracy

Research Challenges:Industry standard?

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Research Challenges:Scale

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Case study: Paralympics

• 5k Tweets on day of trailTX

• Over half explicitly used#superhumans

• Overwhelmingly positivereaction : “That Paralympicadvert is truly inspirational#SUPERHUMANS”

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Case study: Paralympics

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Case study: Paralympics

Queen entersOlympicstadium

Team GBenter stadium

Ceremonystarts

Day 0 Paralympics TweetsSource: SecondSync

“3 mins to go in the 4th quarterof basketball and you put an adbreak in? Sort it out C4#Paralympics”

“Ad breaks pay for C4; I get thatand it's fair enough. But an adbreak mid-play in thebasketball, a game with plentyof natural breaks?”

“GOLD Completely emphatic,@MrsSarahStorey wins the C5pursuit with glorious ease,catching her opponent to win@GB's 1st gold. YES!!”

Athlete success drives peaks on Twitter

Ad breaks are generating reaction

“Some women with no arms iswinning the backstroke at theParalympics #amazing”

Day 1 Paralympics TweetsSource: SecondSync

Case study: Paralympics

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