The Biggest Problem In TV

Todd Green / Loughborough / Oct 2013 / @mediademicblog

What’s the biggest problem in TV right now?

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Split

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attention

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There’s a lot of competition for attention

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And it’s only going to get tougher

Over  70%  of  15  year  olds  have  a  smartphone,  and  over  half  of    

13  year  olds  

Tablets  for  kids  are  mostly  shared  but  access  (at  home)  

is  50%  aged  15  

hBp://ben-­‐evans.com/benedictevans/2013/10/4/children-­‐and-­‐devices  

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So, what’s the plan for producers?

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2. Match existing behaviours

1. Measure what’s happening

3. Learn from the best

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Measure what’s happening

1.

1983: Very little data available

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hBp://www.youtube.com/watch?v=zmsLYxBNWCo#t=2m42s  

2013: Creativity can be measured

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%viewers watching at a given moment

during the video

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What

is available?

data

How can we measure stuff in TV in 2013?

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Data in TV: BARB ratings

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Data in TV: Facebook

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Data in TV: Twitter

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Data in TV: YouTube

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Data in TV: Catch-up services

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Data in TV: Streaming services

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Data in TV: Second-screen apps

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Data in TV: Multiple connected services

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KPIs

Metadata Behaviours

Interactions

What types of data are available for TV?

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What types of data are available for TV?

Metadata

Show descriptions (types/actors/run time), consumer profiles, external reference points…

Behaviours

Funnels, drop-offs, CTR, conversions, shares…

KPIs

Ratings, views, viewers, £, sessions, ads served,

registrations…

Interactions

@s, #s, SMSs, votes, emails, applications, taps, buzzes…

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What kinds of measurements to these data sources give us?

Metadata

How do we improve discovery and retention?

Behaviours

What are people actually doing with what we give them?

KPIs

How much do people watch?

Interactions

How engaged are our viewers?

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Match existing behaviours

2.

TV execs want it to be like this…

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… but the reality is often more like this

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… or even like this

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Thanks  for  the  image:  hBp://storytechlife.com  

What are people actually doing while watching TV?

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hBp://www.nielsen.com/us/en/newswire/2013/acUon-­‐figures-­‐-­‐how-­‐second-­‐screens-­‐are-­‐transforming-­‐tv-­‐viewing.html  

Good news! Some of these things relate to the TV!

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hBp://www.nielsen.com/us/en/newswire/2013/acUon-­‐figures-­‐-­‐how-­‐second-­‐screens-­‐are-­‐transforming-­‐tv-­‐viewing.html  

Four types of second screen behaviours that relate to TV shows

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Chat more

Watch more Play more

Know more

Chat more = Social apps

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With the show

With the stars

With other viewers

Know more = Data apps

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More info

Data visualisations

Data as content

Watch more = Bonus apps

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More video

Organic extensions

Extend the story

Play more = Participation apps

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Play along

Play anytime

Editorial impact

Match existing second screen behaviours

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Chat more

Social apps

Know more

Data apps

Watch more

Bonus apps

Play more

Participation apps

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Learn from the best :)

3.

Case study: The X Factor UK app

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1. Twitter for acquisition

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2. Fifth Judge / Quizzes / Polling for retention

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3. Voting / Sponsorship for monetisation

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Hear about the show ARM funnel

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Watch

Watch again

Emotional involvement

Vote

Social participation

Hear about the show ARM funnel

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Watch

Watch again

Emotional involvement

Vote

Social participation

Acquisition

Retention

Monetisation

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ARM funnel

Acquisition Retention Monetisation

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So, what’s the plan for producers?

@mediademicblog

2. Match existing behaviours

1. Measure what’s happening

3. Learn from the best

The Biggest Problem In TV

Todd Green / Loughborough / Oct 2013 / @mediademicblog