Lasting TV Conversation Lives on Tumblr

A new study released by Pulsar, the social data analysis platform developed by Face Group, that deep long-lasting conversations surrounding TV shows is on Tumblr, rather than Twitter. Twitter does provide higher live interactions during the hour that the show airs in generating 621,000 posts versus Tumblr’s 91,00 posts; however, Twitter conversation drops as soon as the credits roll.

The study was conducted in the UK in Fall 2013, tracking discussions surrounding five TV series- Sherlock, Supernatural, Pretty Little Liars, Sleepy Hollow, and Malcolm in the Middle. Pulsar discovered that people talked about the shows more on Tumblr with 7.3 million posts, than Twitter with 3.1 million. The social conversation on Tumblr grows 31% one hour after airtime compared with during airtime.

Another noteworthy discovery is the type of interaction around TV content on Tumblr versus Twitter. Twitter provides an opportunity for users to share their opinions, while storytelling, content remixing, creativity, and fan community dialogue drive 71% of Tumblr TV interactions. Additionally, 41% of television related posts on Tumblr are animated GIFs of key scenes within episodes.

Social TV Data AdAge

Tumblr_TV_2

 

This study will have a lasting impact on Social TV as networks will need to shift their focus to Tumblr, at least when considering long-term engagement.

BuzzFeed Partners with Bravo and IFC to Launch Social Tune In Program

BuzzFeed

BuzzFeed, the popular list-driven social news site, recently announced that NBC Universal’s Bravo and AMC’s IFC networks are the first two partners for their Social Tune In Program. This program will allow advertisers to cross-promote their content on BuzzFeed as well as their own websites. According to BuzzFeed, the Tune In Program will create “a full circle TV, social and digital program for advertisers.”

BuzzFeed president and COO Jon Steinberg said, “Everyone talks about the two-screen experience being synchronous but it is also asynchronous. People learn about the shows they want to watch online, and after watching those shows, they go back to the web to read and share about those shows.”

In connection with the Social Tune In Program, IFC has created a recurring on-air Saturday night ‘BuzzFeed Block,’ which is a double-feature bill of movies accompanied by accompanying lists exclusively created for IFC by BuzzFeed and available on both of their websites.

According to IFC, the ‘BuzzFeed Block’ has helped the network increase viewership on Saturday nights by 16% in the 18-49 and 18-34 age groups in the first quarter of 2014. Bravo has used the program to promote the “Online Dating Rituals for the American Male” on BuzzFeed as well as the “Real Housewives Awards.” With such positive results already, it is obvious the Social Tune In Program is working and will likely continue to grow with new partnerships to come.

 

 

 

 

#INeedMyDodgers Failing Hard

Screen Shot 2014-04-22 at 12.36.13 PM

Fans of the Los Angeles Dodgers are up in arms. The team signed a massive $7 billion, 25 year deal partnering with Time Warner Cable to provide an exclusive, all Dodgers all the time channel that shows all regular season and spring training games, as well as special Dodgers programming.

However, because Time Warner Cable hasn’t signed deals with any other local cable or satellite providers to feature the channel, many fans are without access to Southern California’s most popular baseball team. And the fans have hijacked a social campaign initially launched to put pressure on the local providers to give in to Time Warner Cable’s demands, and turned it around against the cable provider.

#INeedMyDodgers is the social campaign that has been featured by Time Warner Cable on-screen during games, and online on their Twitter account and Facebook page. The channel, Time Warner Cable SportsNet LA, continues to publish posts with the hashtag although fans are outraged at their parent company’s inability to reach a compromise with local affiliates.

Most posts are game related, but the backlash has been quite severe. Fans with any other cable or satellite provider, by some estimates about 70% of the region, have turned to social media to express their frustration. For example, an Easter post meant to amp up tune-in to a Dodger day-game, features a top comment from an angry fan:

Screen Shot 2014-04-22 at 12.26.49 PM

Another post shows fans clearly blaming Time Warner Cable for their frustration:

Screen Shot 2014-04-22 at 12.30.24 PM

The team, projected to be one of the strongest squads in all of Major League Baseball, is facing serious backlash from its fans due to its TV deal. And their chosen network is seemingly struggling to control its own social media campaign. SportsNet LA is hoping that with enough fan pressure, other providers will keel over and accept their terms. They have even started a website with a fill-in form meant for fans to send to their providers in order to pressure them into a deal.

But as the comments show, even that doesn’t seem to be working.

#FWBL Fails to be “Friends”

Cheaply trying to knock-off of the 90s fan-favorite sitcom Friends, the new show Friends With Better Lives weakly attempts to be THE show that everyone is talking about. This new sitcom was being considered as the replacement for the How I Met Your Mother’s time slot until an astonishing 31% drop in viewership after only one episode convinced CBS executives otherwise.

The central characters in the show are boring, offering little excitement to the show’s already doomed future. The predictability of the conflicts the show centers on – fear of being single in the city, complications with dating, and marriage – only makes it less enticing. Although the producer of Friends is on staff for this show and the cast list boasts some big names, it’s future is looking pretty grim. While it would be hard for anything to fully match up to the popularity of the series finale of How I Met Your Mother, this certainly will not even come close.

Social media is a huge factor in determining shows’ popularity, and CBS rolled out a massive social media push for the show’s premiere. The show had a #FWBL live tweet event, trying to start a social media trend and drive excitement and engagement. While simply typing #FWBL into the Twitter search bar yields results, a vast majority of those tweets are from cast members, @fwblcbs, the main CBS twitter handle, or entertainment magazines. (@Vanderjames – cast member – even tweeted a picture of the cast live-tweeting during the show!)

While cast members of NBC’s Scandal live-tweet during episodes, they are published more candidly while this type of social media promotion feels forced and unnatural. Fan engagement on Twitter is low, and Twitter is the most popular platform for social TV discussions.

Where does this leave the future of Friends with Better Lives? It doesn’t really look like it’s headed anywhere, but only time will tell if this show can match the pre-premier buzz executives were looking to create.

An EKG for Twitter and TV

95% of Social TV engagement happens on Twitter. Twitter has identified key opportunities for marketers to take advantage of the platform. These key opportunities include:

  • The power of hashtags
  • Integrating Twitter presence into TV ads
  • Live tweeting during popular programming

How can marketers track the effectiveness of twitter campaigns? It is necessary for TV program marketers to understand when tweeting about TV programming most popular. The infographic below explains.

Screen Shot 2014-04-15 at 10.31.46 AM

TV + Live Music = Heightened Social Experience

twitter music

 

Live music broadcasts on television are experiencing a serious comeback, with viewers and sponsors eager to tap into the action. In the past decade, popularity of such broadcasts was declining, especially among young viewers. Recently however, live music events have pulled in massive live, at home, and digital audiences. Some recent examples of such broadcasts that have influenced conversations on social platforms include the Grammy Awards and the Beatles 50th Anniversary.
20140126-grammys2014-x600-1390771627

 

This year, the Grammy Awards was viewed by over 28 million people, one of the best showings in decades. The Grammy’s is the second most viewed of award shows, next to The Oscars, and garnered over 34 million social media interactions, a record setting accomplishment in the 2013-2014 season social events, according to SocialGuide.

1200x

“The Beatles: The Night That Changed America- A GRAMMY Salute” celebrated the 50th anniversary of The Beatles’ performance on The Ed Sullivan Show. The performance by Paul McCartney and Ringo Starr was legendary and was accompanied by guest performances and presentations by Maroon 5, Alicia Keys and John Legend, David Letterman, Brad Paisley and Pharrell Williams, and Stevie Wonder (among others) making it a live music event that will go down in history. The broadcast created a lot of chatter on social media, especially on Twitter, with performers sharing sneak peaks and audience members anticipating and applauding the show.

The buzz around live music airings has established these shows as prime air time for sponsors and advertisers, who are willing to allocate large portions of their budgets to these broadcasts because of the escalated live viewer engagement — CBS charged advertisers as much as $1 million for a 30-second spot during the Grammys. Music is the most-discussed topic on Twitter in America, and advertisers are aware that leveraging these audiences has the potential to receive unparalleled reach.

Brands are eager to cash in on live music experiences, as research has found that live music audiences are more receptive of advertisements and sponsors than audiences at sporting events, charity events, and art exhibitions. This broadcast genre has infinite capacity, as there is always audience appetite, and hence social engagement.

“The nature of live television and those types of events, it’s the time, it’s the moments that people don’t want to miss,” notes SocialGuide. “That’s the beauty of social … [it] allows you to engage in real time and share that excitement with that larger audience. It’s in the moment, the ability to share in the moment. You know, once the awards are announced, the awards are announced.”

For more information on other live TV music broadcasts and their influence on social platforms, check out Gabirel Beltrone’s piece in AdWeek.

Game of Thrones Season 4 Premiere: Breaks Records, Breaks Platforms

Kaleesi

The much anticipated premier of the fourth season of Game of Thrones aired Sunday night to a roaring social media bravado, and although parent network HBO experienced some technical difficulties with their streaming service, HBO Go, the show continues to be one of the most watched programs on air.

The episode, titled “Two Swords”, gets it’s name from the opening sequence in which Tywin Lannister crafts two Valarian Steel swords from the massive sword which used to belong to Ned Stark. The episode introduced us to a new character, Oberyn Martell (the Red Viper), showed us the increasingly uncontrollable (and massive) dragons, let us sympathize with Tyrion Lannister and Jon Snow, who still knows nothing, and finished on an immensely strong note with Arya Stark avenging a friends death in high fashion:

The premier was the most watched program on the network since the 2007 finale of The Sopranos. With a full night tally of 8.2 million viewers (including two encores), the show easily beat out the season 3 premier, which reigned in 4.4 million viewers. Showing no signs of slowing down, reports indicate that the show also broke records in piracy attempts with 1.17 million unique IP’s trying to access torrents of the show within only 15 hours of the premier. However, many fans trying to access the show legally via their HBO Go accounts found technical difficulties. Due to the overwhelming demand, HBO Go wasn’t loading and some fans took to Twitter to express their resentment and disappointment using the hashtag #HBOFail:

The Twitterverse exploded with nearly 500,000 tweets related to the show, peaking during the show’s airing. The hashtag #GameofThrones was used nearly 200,000 times, and the Game of Thrones official handle, @GameofThrones, was mentioned 17,000 times.

got-chart

Overall, HBO should be happy with the reaction from the realm. Fans took to social media in full force and the #GameofThrones hashtag trended worldwide well into the night. And although the premier could have gone without the minor hiccup, one thing is certain: Winter is coming, but Spring television is here.

 

Why is Everyone on TV Dying? [SPOILERS]

       Slide1

Even with the capabilities of on-demand, Netflix, and streaming, TV shows often dictate the way we live our lives and make our daily schedules. We get to know the characters on our favorite shows like they are our friends, hating their enemies as if they were our own. We feel TV characters’ pain and happiness; sadly, many TV fans have felt quite a bit of grief these past few weeks due to the deaths of so many characters.

The most recent TV death was on the series finale of How I Met Your Mother, angering loyal fans and causing a huge reaction on Twitter. (#HIMYM and #HIMYMfinale were still trending more than 24 hours after the episode aired). Killing off the mother played by Cristin Milioti was a tragic ending to the much beloved show. Despite the scriptwriters’ forward-looking approach to the final episode, which looked into the characters’ lives years into the future, viewers felt this was an untimely death. Will this ruin fans’ fond memories of the show?

But this has not been the only major death of a TV character in recent weeks. Shocking and devastating, the love interest and leading man in The Good Wife, Will Gardner, was killed in a seemingly random shooting in a scene at the courthouse. While defending a case, Will’s client stole a gun from court security and began shooting; Will was trying to wrestle the gun away when he was shot and killed. Although this was written into the script to relieve actor Josh Charles from the show, it leaves fans wondering where the show will go next. The romance and tension between good wife Alicia Florrick and Will Gardner has been a central plot point. Will’s death caused pain and grief, shown through the activity online through Twitter:

Now we can only wait to see how The Good Wife’s script, fans, and characters will cope with the loss of its knight in shining armor.

Scandal’s White House Press Secretary and husband of the Chief of Staff, James Novak, was also murdered in a recent episode. Shot by Jake of B613, the end of one week’s episode showed Jake holding a gun pointed at James and David. However, fans had to wait a grueling week to see which man would be dead in the subsequent episode. One of the most fun-loving spirits in such a serious show, the excruciatingly long and painful death of James caused quite a buzz on social media.

The real question behind all of these TV deaths is: why? Why are they all occurring at the same time? Can the fans handle it? Social media tells us how the viewers are feeling, but only time will tell if these shows can survive the premature deaths of their main men and leading ladies.

Out of Context, Out of Line

Colbert

What happens when the public takes a tweet out of context and begins a crowdsourced effort to unseat a late-night television host from his throne? The answer: #CancelColbert.

The official twitter account for The Colbert Report, which is not run by Mr. Colbert himself, tweeted the following yesterday:

Screen Shot 2014-03-28 at 2.05.21 PM

Although the tweet was quickly deleted, much of the internet was abuzz calling the Comedy Central host racist. In a swift attempt to diffuse the situation, Mr. Colbert reassured his fans that this in fact was not him:

The @ColbertReport account, run by Comedy Central, corroborated Colbert’s account:

https://twitter.com/ColbertReport/status/449395265251078144

https://twitter.com/ColbertReport/status/449406887306731520

Although the comment itself was in fact making fun of Washington Redskins owner Dan Snyder some reacted in a rage, calling for the cancellation of the popular late-night program. The most vocal advocate was Suey Park who formerly organized and popularized the #NotYourAsianSidekick social campaign.

Screen Shot 2014-03-28 at 1.59.37 PM Screen Shot 2014-03-28 at 1.59.14 PM Screen Shot 2014-03-28 at 1.58.53 PM Screen Shot 2014-03-28 at 1.58.30 PM

The hashtag trended for a few hours and sparked a debate between those seeing the tweet as racist, and Colbert loyalists who pointed out the tweet was taken well out of context. Regardless of which side your on the power of social media was full force last night. And once again, it showed us that when everyone talks nobody listens.