1

Yesterday TV

“Beyond the Hashtag – The X Factor Case”

Luca RevelliBrussels, July 10th, 2014

2

Yesterday TV

Where? Home

How?

When?

Small # of Channels

Linear only ATVsContent

Audience?PassiveGetting Older

Type ofCommunication?

One Way

Power / Control “fully” in the hands of BroadcastersTV the First and only Screen

3

Multi-Screen Society

We’re more and more multi-screeners. Most of consumers’ media time is spent in front of

a screen and …

NON Screen based media interactions

Radio MagazineNewspaper

Source: “The New Multi-screen World” - August 2012 - Google

10%

90%

Smartphone Tablet PC TV

Screen based media interactions

4

Simultaneous Multi-Screen Usage

… most of time we use more than one device simultaneously, with TV no longer

commanding our full attention

Most Popular Screen Combinations

81%

66%

TV

+Smartphone

TV

+PC

Source: “The New Multi-screen World” - August 2012 - Google

77%

% of time in which using a TV, we’re using another device

5

Today TV

Audience Engagement has become key

ContentContent

ContentContent

How?

When?

Many Channels

Linear + NON Linear ATVs

Where? Everywhere

Type ofCommunication?

Multi-directional

Audience?ActiveYounger [?]

6

Engagement is different for different genres

Source: “Understanding the Effects of Social Media& Television Viewing: What Role Does it Play in Viewer Engagement?” - 2014 - Council for Research Excellence,

Reality & Talent Shows, Sport, Political Debate and Specials more

likely to develop Engagement during on-air

Viewership of TV Program at Time of Social Media Comment

7

X Factor Digital Touchpoints

twitter.com/xfactor_italiafacebook.com/xfactoritalia

pinterest.com/xfactoritalia

XF Mobile Apps – iOS / AndroidXF Website / M-site

8

X Factor Digital Touchpoints

Voting

Intera

c-tive

Channelon

STBs

• XF 2013 became the most interactive and involving “Social TV program” ever realized in Italy, allowing fans to become real protagonists of the show thanks to different interactive opportunities

• No MORE ONLY Digital “Extensions”, BUT Digital Environment fully integrated into the show

XFWebsit

e

XFWeb

Radio

MobileAPPs

Social Media

XF Social Media Gamifi

-cation

iTunes

A. H.B. C. D. E. F. G.

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Total Votes and Tweets

Votes reached 20m in 2013 (+ 70% vs. 2012, + 733% vs. 2011).

Twitter conversation boomed to 2M tweets, with 400k followers, while on FB XF reached 540k likes

(5x vs. first season)

Votes (M) 2.411.8

20

Tweets (k)

10

Twitter TV Domination

XF vs. Competition (e.g. first week of November)

11

Clapometer Results (M)

300M Claps, approximately 3x vs. previous season

12

On-Air Integration Examples

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Key Takeaways / Lessons learned

Old rule: content is king, still

New rule: backchannel is an important part of the overall story / content

On-air integration vital

Communicate, communicate, communicate

Easy & Fun

New KPIs

Marketers follow