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.

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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

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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

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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:

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

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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.

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.

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Social TV: New Platform for Advertisers & Brand Marketers

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Technology companies are working to create new ways to integrate social content into multi-platform broadcast deliverables in order to further the integration into linear and live TV programming. Miranda Technologies and Mass Relevance, two such companies, are collaborating to incorporate social content from Twitter, Instagram, Facebook, Vine, Google+, and YouTube for use on any digital screen.

This platform allows marketers and brand agents to develop campaigns with social content in real-time while engaging social media users and viewers. Mass Relevance has even expanded their scope to include tools that analyze social media content and relevance as well as features to further encourage user participation and content amplification. Sam Decker, CEO of Mass Relevance, stated that, “Social media has become an integral part of how we watch television, and leading media companies understand the value of bringing social content on-air to spark viewer interaction.”

Miranda provides production, play-out and delivery systems for television broadcasters and multi-system operators worldwide. Miranda’s on-air graphics system, Vertigo XG, creates high quality character generation, channel branding graphics, and visually engaging social media content.

Miranda and Mass Relevance are two of the companies behind the scenes in managing social content and data as well as incorporating it into the templates that go on air.

TV + Live Music = Heightened Social Experience

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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.
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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.

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“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.

Why is Everyone on TV Dying? [SPOILERS]

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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.

New stats on social TV & the second-screen experience

One in six primetime television viewers use social media simultaneously, whether it is related to the show that they are watching or not. A recent study by the Council for Research Excellence (CRE) sampled 1,665 respondents in late 2013 and found radical increases in social TV statistics from a study carried out earlier in 2013 by Deloitte. The CRE study focused on second screen behavior and the sharp increase in using social media while viewing TV programs forecasts an even steeper rise in 2014.

The info-graphic below portrays a breakdown of these users activities. Of the 16% of television audience using social media at the same time, about half (7%) is engaging in social media related to the programming that they are watching. There are actually more viewers who are engaging in non-show related social media.

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This report found that Facebook is the primary platform used in the second-screen social media experience, almost doubling the frequency of Twitter in the behavior. However, Twitter is the leading platform for program related, second-screen social engagement. A study in early 2013 found that more than 90% of online conversations about TV are on Twitter.

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Despite the rising presence of social media in the TV viewing experience, traditional TV promotions are still more influential and effective in recommending new shows to viewers than social media ads.

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Could Instagram Surpassing Twitter for Mobile Users Increase Social TV Competition?

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This past week Instagram surpassed Twitter for having the most mobile users according to data from eMarketer. This news is extremely important for social TV as Twitter continues to be the number one social platform for TV viewers. Twitter has about 30.8 million users while Instagram now has 35 million and does not appear to be slowing down anytime soon.

According to a study done by the Council for Research Excellence, 1 out of 6 primetime TV viewers are using social media and about one half of their social media activity is related to programming they are watching. Additionally, social media was more than twice as effective at driving viewers to new shows than returning shows. This data along with Instagram overtaking Twitter in mobile users is incredibly important for TV executives to think about. Twitter continues to be the leading social media site that TV shows use, both in and out of season, to communicate with their fans. As consumers become more mobile-minded, social strategies will need to change to keep up with shifting platform usage.