Presentation on theme: "Talking Social TV Understanding the Effects of Social Media & Television Viewing: What Role Does it Play in Viewer Engagement? June 25, 2013."— Presentation transcript:
1Talking Social TVUnderstanding the Effects of Social Media & Television Viewing:What Role Does it Play in Viewer Engagement?June 25, 2013
2Today’s Program Welcome Study Results Q&A Looking Forward Richard Zackon, CRE; Ira Sussman, NielsenStudy ResultsIntroduction: Beth Rockwood, Discovery CommunicationsQuantitative Diaries: Ed Keller, Keller Fay GroupDigital Ethnographies: Karen Benezra, Nielsen Life360Buzz Insights: Jessica Hogue, NielsenAcademic Review: Brad Fay, Keller Fay GroupResponse: Paul Donato, Nielsen; Andrew Somosi, Social GuideQ&ALooking Forward
3ARF Audience Measurement 8.0_2013 4/1/ :24 AMThe Council for Research Excellence: The Social Media CommitteeBeth Rockwood Discovery Communications, ChairMike Hess, NielsenJessica Hogue, NielsenCeril Shagrin, UnivisionRobin Thomas, TribuneEmily Vanides, MediaVestJudy Vogel, Media StormStephanie Yates, TV OneTom Ziangas, AMC NetworksRichard Zackon, CRE, FacilitatorD#_GS_SpeakerLastName_v0X.ppt
4Goal: Develop the Most Accurate, In-Depth Understanding of How Social Media Impacts Viewing Behavior
5Complementary/Comprehensive Research Methodology Quantitative Survey + Diary Check-InsConnection between social media and television viewingPlaces social media & TV in contextTV “Super Connectors" and how they use social mediaEthnographySubsample of users from quant phaseReal-time behaviors: time spent, concurrent media useTriggers of activity, needs & methods usedSelf-created video ethnographiesSocial media conversations & what they reveal about viewing behaviorsKey topics of social media TV discussionsDrivers of positive and negative social media TV discussionSocial Media AnalyticsRelative Impact of Social TV on ViewingComplex, Extensive Data Sets IntegratedChoice Modeling (Bayesian) EmployedAcademic Team AnalysisSurvey/Ethnography: May/June Analytics: September 2011 through June 2012
6PRIMARY QUANTITATIVE SURVEY Keller Fay Group Part I
7Quant Survey: Overview How social media (SM) affects television viewing, relative to other influences.N=1,708 adults ages 18-54Fieldwork: May and June 2012Incl. oversample of Spanish language dominant HispanicsRespondents completed an online profiling survey + 7-day diary via mobile app.The diary tracked exposures throughout the day to primetime programming and late local newsViewership, interpersonal communications, advertising and promos, and any other form of contactA total of 27,533 diary entries were collected
8How Does Social Media Affect TV Viewing? Note: All references to television viewing relate to Primetime and Late Local News only
912% daily reach* 37% weekly reach* Social Media/TV Involvement *% of people using SM to communicate about, seeing something on SM about, referencing something seen on SM about, or is the reason for watching a particular show in the time period
10Of the 12% Daily, Social Media Usage Split Between Concurrent TV Watching and Not Interaction with SM during a typical dayPeople Equally Likely to Use SM While Watching and Not Watching5%People interacting with SM related12%5%Peoplenot usingSM related to TV 88%While Not5%
11Social Media Use in Context % of people interacting with TV 1+ times in a TYPICAL WEEK through…% of people interacting with TV 1+ times in an AVERAGE DAY
12SM Plays Several Roles in People’s Television Experience While Watching: 5.1%While Not Watching: 12.9%People watch specifically because of something they read or saw in SM: 1.5%People communicate via SM while viewing: 3.9%People communicate via SM during non-viewing time: 7.4%People see something about a show in SM: 6.2%While communicating, something in SM was referred to: 3.0%
13“Traditional” Factors Have More Influence on TV Viewing Than SM (According to Respondent’s Self Report)The academic report further investigates how SM engages regular viewers and non-viewers
14SM Role: Greater for New Shows Than for Ongoing Shows Reason for watching31.5%6%*Note: 53 new shows, primarily on cable, premiered and were captured during the study.
15For New Shows, SM is Primarily a Spark to Watch SM Interactions While Watching Total (All Shows)% of interactions with TV that involve SM, while watchingSM Interactions While Watching New Shows% of interactions with TV that involve SM, while watching
1618-24s ─ above average while watching, below average when not SM Relatively More Important among Hispanics, 25 – 44s; 18-24s Above Average While Watching OnlyIndexed to TotalIndexed to Total158134122101100999579531401241181061041009487535118-24s ─ above average while watching, below average when notNote: See Appendix I for further detail
17% of people interacting with TV 1+ times in an average day through… Hispanics are More Likely Than Total Adults to Interact With/Talk about TV – via SM and Other Channels% of people interacting with TV 1+ times in an average day through…
18Mobile Device Ownership Increases SM Interaction SM Interaction While WATCHING by Device Ownership% of TV interactions that involve SM, while watchingSM Interaction While NOT WATCHING by Device Ownership% of TV interactions that involve SM, while watchingIn on-demand and online watching occasions SM played a role 2x as often (10.3% and 8.2%)122106100989078130114111100957869
20The “TV Super Connectors” A key objective was to drill down into the behaviors of the most active users of social media as it relates to TVTwo groups were identified based on survey dataTV Super Connectors (Core): 12% of public who use SM to…Communicate about characters on shows you watch (top box) ORFollow shows you watch on TV (top box) ORFollow actors/personalities you watch on TV (top box)TV Super Connectors (Core+): 22% of publicSame criteria, but broader definition for each (top two boxes)
21TV Super Connectors (Core) TV Super Connectors (Core+) TV Super Connectors: Tend to be Younger, More Female; Other Groups Are Active and Show Growth Potential Over TimeTotal PublicTV Super Connectors (Core)TV Super Connectors (Core+)% of Total Public100%12%22%GenderMale49%35%43%Female51%65%57%Age18-2419%23%24%25-3426%34%32%35-4427%28%45-5414%17%Mean Age36.432.933.5
22TV Super Connectors are Most Likely Segment to Use Social Media, Both While Watching and When Not SM Interaction WhileWATCHING by Demographics% of interactions that involve SM, while watchingSM Interaction WhileNOT WATCHING by Demographics% of interactions that involve SM, while not watchingIndexed to TotalIndexed to Total2911581341221011009995795317414012411810610410094875351
23TV Super Connectors More Likely to Interact with TV in General – Via SM and Other Channels % of people interacting with TV 1+ times in an average DAY through…% of people interacting with TV 1+ times in a typical WEEK through…
25% of time communicating via mode % of time communicating via mode Face-to-Face is Dominant Mode of Communication about TV , Both While Watching and When Not% of time communicating via modewhile WATCHING% of time communicating via modewhile NOT WATCHING
26Talk Topics: Varies for Social Media vs. Face-to-Face WHILE WATCHING, SM Used for Recommending, RemindingTopic of conversation about show when communicating face-to-face vs. via SM while watchingWHILE NOT Watching, Content More SimilarTopic of conversation about show when communicating face-to-face vs. via SM while not watching
27Women are More Likely to Discuss What Happened in the Show, Both While Watching and While Not Topic of conversation about show when communicating via SM while WATCHINGby genderTopic of conversation about show when communicating via SM while NOT WATCHING by gender
28NOT WATCHING by language spoken at home Spanish Dominant Use SM to Discuss What Happened/Will Happen While Watching; Bilingual Hispanics ─ as a ReminderTopic of conversation about show when communicating via SM while Hispanics are WATCHING by language spoken at homeTopic of conversation about show when communicating via SM while Hispanics areNOT WATCHING by language spoken at home
30SM Use Strongest for Sci-Fi, Sports, Talk/News SM Interaction While WATCHING by Genre% of time SM is used to communicate about or is the reason for watching a particular showSM Interaction While NOT WATCHING by Genre% of TV interactions that involve SM, while watchingIndexed toTotalIndexed toTotal16013911210910610095928876694517714212411710096787573705032High Variance: RealityHigh Variance: Comedy
31While Watching, Most SM Content Relates to What Occurred on Show ─ Except Comedy (Recommending & Liking)While Watching:News discussions are most often related to "what happened"Comedy conversations focus on recommending and liking the showAnticipation of future episodes most common in Reality & DramaCharacters most commonly come up in conversations about scripted showsThe actors are most likely to be discussed in conversations related to comedies
32While Not Watching, SM Used to Recommend & Discuss News, Remind for Sports, and Share “Liking” for Reality & EntertainmentWhile Not Watching:Sports conversations most likely to be a reminder about a show/gameReality show conversations focus most on liking the showOther scripted show conversations also often about liking the showDrama SM most likely to anticipate what’s happening nextPlans to watch comes up during SM about Reality most oftenSpecific actors are more likely to be mentioned in Drama SMLate Local News SM more often about watching something else
33Hispanics are More Likely to Involve Social Media When Interacting with Most Genres, Led by Sports ProgrammingSM Interaction While WATCHINGBy Genre of Show Watched% of time SM is used to communicate aboutor is the reason for watching a particular showSM Interaction While NOT WATCHING By Genre of Show% of time something is seen/heard or communicated viaSM about a particular show25% of Spanish language program viewing also includes SM interac-tion
34TV Super Connectors More Likely to Interact with SM about Most Genres; Sci-fi, Comedy, Reality & Documentary Stand Out MostSM Interaction WhileWATCHING Genre of Show% of time SM is used to communicate aboutor is the reason for watching a particular showSM Interaction While NOT WATCHING by Genre of Show% of time something is seen/heard or communicated via SM about a particular show
36Summary of Key Findings Traditional drivers of TV program choice still dominantAppointment viewing, happenstance, inertia, TV promos more critical than social mediaIn person still most popular form of communication about TVSocial media offers more potential than current impact would indicateOnly 1.5% of viewing occasions are determined by social media (self-reported)For new shows, social media helps to lead to viewership 6% of the time;On a daily basis, 12% use social media re TV37% use SM on a weekly basis
37Key Findings (Cont’d) Impact of social media varies by genre Sci-fi, Sports, and Talk/News associated with most social media interactionUse of social media for Reality TV above average while watching, below average before/after viewing; Comedies follow an opposite patternHispanics are the most engaged demographic group re: SM18-24s among the most engaged while watching, below average while not watching
38TV Super ConnectorsTV Super Connectors are more engaged with SM than the total public by a factor of about 2-3xTV Super Connectors skew young and femaleBut there is representation from both genders and across all age groupsIt’s important to keep in mind the role that SM playsCommunication about TV is much more likely to occur through other channels than through SM, even for Super ConnectorsAmong Super Connectors SM is far more utilized than it is in general, but it’s a matter of “degree, not kind”
40Life360 Mobile Ethnography Phase 2 Mobile: Sample selected from Quant phasePrimarily based on heaviest social media users from diaries“Core” and “Medium” ConnectorsAdditional sample based on screener questionsResult is a group of leading edge Social Media/TV users219 participantsSix times daily for up to 7 days, participants charted their “Day in the Life” media and technology use via mobile appRecorded any social media activity + devices and platformsAlarms at 10 am, 1 pm, 4 pm, 7 pm, 9 pm, & 11 pmAsk past 60 min activity and expectations for next 60 minOur prevailing question: If social is an important part of TV engagement, then how does it happen?
41Life360 Video Ethnography 40 PanelistsRespondents recruited from Phase 1 after demonstrating they use social media to engage with TV topicsPanelists were sent a small video camera and dedicated Study Guide of specific tasks/topics to record for 7 daysOur prevailing question: If social is an important part of TV engagement, then how does it happen?
44Distribution of Activities – Phase 2 TV viewing accounted for more than 1/3 of all responses
45TV with related Social Media Usage Viewing With Others is Not a Barrier to Engaging via Social Media Moderate to Heavy Social Media Users – Nielsen Life360 Phase IITV with related Social Media UsageOver half of all SM usage occurs simultaneously with co-viewing activity
46 Moderate to Heavy Social Media Users – Nielsen Life360 Phase II While Alone, People are More Likely Interacting with Content They’re Viewing Moderate to Heavy Social Media Users – Nielsen Life360 Phase II
47What Do People Get Out of Using Social Media with TV?
48 Moderate to Heavy Social Media Users – Nielsen Life360 Phase II Social Media has a Similar Impact on TV Viewing, Whether Alone or with Others Moderate to Heavy Social Media Users – Nielsen Life360 Phase II
49Ethnographic View of Facebook & Twitter Ease of use, convenience are key triggers of usage:Many are already fans of a show or its characters; still others are led to seek out new shows / content they’ve heard aboutFacebook offers a deeper connection for respondents to interact with friends or fellow “fans” of specific shows:Reality, Drama and Sports dominate discussionsSneak peeks, upcoming episodes, post-show chatsA number of users tune into shows once a character or show ‘persona’ posts comments on Twitter.
51ConclusionsPeople do a lot of other things while they watch TV — they are usually online and a sizeable portion engage with mobile and social mediaHeavy users watch more TV overall, across genresSocial media use while watching TV is still dominated by posts (reading and writing) compared to interacting with media contentSocial media use is less likely to happen when viewing takes place away from home
52ConclusionsSocial media usage occurs whether people are viewing alone or viewing with other people in the room – the “New Co-viewing”Those viewing alone and using social media are much more likely to be interacting with the content they are viewingSharing opinions is the most frequently mentioned benefit of using social media while viewing TV
54Trended Buzz Per Program Group The Grammy’s and Academy Awards Buzz Increases as Viewers Anticipate and React to Season Premieres and FinalesTrended Buzz Per Program GroupSpikes in buzz arise from the premieres for The X-Factor, Glee, NCIS, Castle, & The Walking DeadSeason finale of American Idol, The Simpsons, Family Guy, Glee and the premiere of Games of Throne drive buzz spikesThe Grammy’s and Academy AwardsTrended buzz represents total messages from 10 program groups between September 1, 2011 – June 30, 2012 from publicly available blogs, boards, groups, Facebook, Twitter, video & images.
55Viewers Chat Online During and After Shows; Reality & Sports Most Likely During Viewership of Program atTime of Online CommentThe NMIncite work also confirmed that the timing for social interaction for different genres varies.Reality and Sports are most likely during,with Comedy following the program.The genres where social leads viewing to the greatest degree were Sports and Sci-Fi.
56Buzz Volume Per Program Group – NMI Television Programs Garner Significant Volumes of Conversation in Social MediaBuzz Volume Per Program Group – NMI(9/1/2011 – 6/30/2012)Buzz volume represents total messages from each program group between September 1, 2011 – June 30, 2012 from publicly available blogs, boards, groups, Facebook, Twitter, video & images.
57Characters Evoke the Most Buzz Among Viewers Top Discussion Drivers Per Program GroupCompeti-tion RealityCharacter RealityOccupa-tional RealitySituation ComedyNon-traditional ComedyDrama/DramedyProcedural DramaSci-FiSpecials1.Characters(Contestants)Comedy/FunnyEpisodeCharacters (Celebrities)2.Voting/ResultsPlotAnticipationPerformance Opinions3.Asks questionActors/Hosts/JudgesNominations/Awards (Plot)4.5.Book/ Comic ComparisonShow ComparisonsTrended buzz represents total messages from 10 program groups between September 1, 2011 – June 30, 2012 from publicly available blogs, boards, groups, Facebook, Twitter, video & images.
59Offline WOM, messaging and related content The Relative Impact of Social Media onTV ViewingSocial MediaPaid MediaPromos, print, InternetViewingOther MediaOffline WOM, messaging and related content
60Motivation and Recap on Effect of Social Media Why did you watch this show?Thus far: Analysis on watchersStated reasons for watching, not the actual reported pre-viewing actionsOnly from those who watchedWhat about those who didn’t watch?Need to understand how social media helps drive the decision to watch…WatchedDid not watchWhat are you doing now?
61Our Approach – Choice Modeling Hierarchical Bayesian analysis with Bayesian multiple imputationFor each airing (episode) that is available to person i, he chooses whether to watch it or notSocial MediaPaid MediaOther MediaViewing habitsRegular / occasional – After watching the show they are asked why, we take “I regularly watch the show”, “I occasionally watch the show”.Moderators:DemographicsSuper ConnectorGenreNew seriesThe formula:
62Our Data SourcesOver 1000 research assistance hours before the analysis could be doneAltogether over 3,000,000 observations (~11,000 airings, 1700 respondents)For each airing (episode), that is available to person i, he chooses whether to watch it or notBluefin airings for viewing opportunitiesDiary self report on viewingExposure to social media on the show at t<TDiarySocial MediaNielsen AdViewsThe promos in other shows for program p at t<TPaid MediaExposure to word of mouth on the show at t<TDiaryOther MediaRegular / occasional – After watching the show they are asked why, we take “I regularly watch the show”, “I occasionally watch the show”.Moderators:DemographicsSuper ConnectorGenreNew seriesRegular/occasional/random viewers of the show;TV use;Engagement in TV talking;Engagement in Social Media on TVDiary , ScreenerNielsen 360ScreenerBluefin GenreViewing habitsCensus 5% micro dataNielsen Universe EstimatesWhat programs/channels are available to watch?
63Key Segments: Repeaters and Infrequents Definitions:Repeaters: those that indicated watching regularly or occasionally for a showInfrequents: those that are not Repeaters for a showImportance:Repeaters and Infrequents are likely to respond differently to ads, social media, and word-of-mouth because their preferences are well formed (and relatively high) for the showIf we don’t control for these differences we will get the wrong effects!
64Key Findings – The Direct Effect of Media Encounters The overall average percentage point gain in probability of watching for one more encounter/exposure*Implication: Social media may have a stronger role in building on-going viewership than drawing new viewersDigital 1-to-1Social mediaOffline word-of-mouthThe effect of promos can be negativeOffline word-of-mouth (5-10 times stronger)Show promosSocial mediaDigital 1-to-1
65Influence Depends on Demographics – Social Media The overall average percentage point gain in probability of watching for one more encounter/exposureRepeaters – Social media is strong for repeaters. Especially over 55 And white.Infrequents – The effect of social media is strong for Hispanics, males, and blacks.
66Are Super Connectors Different? ─ Infrequents The overall average percentage point gain in probability of watching for one more encounter/exposureSuper connectors are lesssensitive to offline WOM, and more sensitive to social mediaImplication:When sampling programs, Super Connectors weigh social media more and offline less
67Key Findings – The Direct Effect Of Media Encounters Two distinct types of viewers: Repeaters and InfrequentsSocial media is a top influencer for Repeaters, but a minor influencer for InfrequentsDigital 1-to-1Social mediaOffline word-of-mouthThe effect of promos can be negativeOffline word-of-mouth (5-10 times stronger)Show promosSocial mediaDigital 1-to-1Demographics, genre, and super connector differences can be dramatic!Implication: Social media may have a stronger role in building on-going viewership than drawing new viewersRepeatersWatches the show regularly or occasionallyInfrequentsDoes not normally watch the show*Direct effect only – there might be indirect effects such as social media => offline WOM => viewing that are not incorporated here.
68Talking Social TV Takeaways Super Connectors, 12% of the public, are highly engaged in both television and social media. They are 2-3X as likely to engagePromotion is still the strongest reason to watch a new program, social media does play a role, but is more limitedSocial media impact is small relative to traditional marketing and communications, but has potential to grow quicklySocial media strongest for Sci-Fi, Sports and News/talk, Reality strong while watching, comedy while not watchingMobile device ownership, on demand and on line viewing align with social media usageHispanics are more likely to engage in social/ TV interaction about all television genres
69Full Presentation By Academic Team To Be Announced for July 2013
70Nielsen Response to the Study Paul Donato, NielsenAndrew Somosi, Social Guide
74Study FieldworkPhase 1 Quant Diaries, focused on respondent engagement with Primetime TV & Late Local News – May and June1,708 respondents from the Nielsen Online (NOL) Panel, ages 18-54104 Spanish dominant respondents7-day diaries using Life360 mobile survey appCovered any viewing, communications, exposure to ads and promosSelf-initiated entries and reminder alarms during evening hoursDigital EthnographiesPhase 2 – Life360 Media & Technology Diaries – July219 panelists logged Media & Tech usage six times daily for 7 days,via Life360 mobile survey appAll platforms, devices & social; photos, optional audio capturePhase 3 – Life360 Video Journals - July40 respondents recorded any social media & TV activities for 7 days
75Quantitative Survey + Check ins Social Media Analytics Television in the Social Media Age: Developing Understanding Through Complementary Research Methods How does social media interact with television viewing and with other contact points?How do the social media and television viewing behaviors of "superconnectors" compare with other viewers' behaviors?Quantitative Survey + Check insWhat insights do social media conversations provide about television viewing behaviors?What are key topics of discussion in social media about television programming?What drives positive and negative social media discussions related to programming?Social Media AnalyticsWhat are real-time behaviors: time spent, concurrent media use?What attitudes, motivations are behind what people say vs. what they actually do — and why?What are the triggers of activity, needs & methods used?Ethnography
76NMI Buzz Television Programs Per Group Competition RealityCharacter RealityOccupational RealityDrama/DramedyProcedural DramaProject RunwayTop ChefAmerican IdolThe VoiceAmerica’s Got TalentDancing With The StarsThe X-FactorThe BachelorThe ApprenticeSurvivorKeeping Up With The KardashiansBad Girls ClubJersey Shore16 & PregnantBasketball WivesLove & Hip HopThe Real HousewivesDance MomsLong Island MediumHouse HuntersRiver MonstersDuck DynastyFinding BigfootMythbustersPawn StarsDeadliest CatchMan vs. FoodStorage WarsAmerican PickersSwamp PeopleGleeGossip GirlThe Client ListThe Secret Life of the American TeenagerHart & DixieSmashMad MenScandalRevengeDegrassiBonesCSINCSILaw & Order: SVUFranklin & BashBreakout KingsCastleSouthlandPsychRizzoli & IslesSituational ComedyNon-traditional ComedySci-FiSpecials30 RockCommunityNew GirlModern FamilyThe Big Bang TheoryHow I Met Your MotherDon’t Trust the B in Apt 23Tyler Perry’s House of PayneParks & RecreationMen at WorkFamily GuyAmerican DadSouth ParkThe SimpsonsTosh.OBeavis and ButtheadThat ‘70s ShowKing of the HillWorkaholicsGirlsAmerican Horror StoryThe Vampire DiariesThe Walking DeadGrimmGhost HuntersOnce Upon a TimeSupernaturalGhost AdventuresFringeGame of ThronesAcademy AwardsEmmy’sScreen Actors Guild AwardsNickelodeon Kids’ Choice AwardsESPYSAcademy of Country Music AwardsMTV Movie AwardsThe Grammy’sBET AwardsBillboard Music AwardsNOTE: THE LIST OF PROGRAMS WAS DETERMINED BY THE CRE SOCIAL MEDIA WORKING GROUP AND DELIVERED TO NM INCITE.