nielsen social tv
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Mike HessEVP, Data Fusion and Social Television Analytics
Social Panel: Focus on Social TelevisionAEJMC, Chicago, August 9, 2012
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Television
Online
Mobile
95%
51%
12%
Q4 2011 Video Penetration among the Total Population
Based on Total US Population, Persons 2+ for TV and Online, (Home and Work) 13+ for Mobile, 4th Qtr 2011
4:34
4:20
153:19
Monthly Time Spent among Video Users
(hh:mm)
TV set still dominates for video viewing
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
People still love TV contentHH
:MM
Per
Wee
k
Season-to-Date through week ending 2/26/2012 Live + DVR Playback, Total Day
P2-11 P12-17 P18-24 P25-54 P55+0:00
12:00
24:00
36:00
48:00
60:0024
:29
23:4
7
27:4
0 35:0
1
44:5
2
25:0
7
23:0
5
26:2
5 35:2
4
47:2
2
2007/2008 2011/2012
Source: Nielsen, Total Day is Mon-Sun 6A-6A
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
People are device-shifting and place-shifting their TV viewing
Q1
2009
Q2
2009
Q3
2009
Q4
2009
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
147,387
33,526
Online video Mobile video
Average Unique Visitors (000’s)
Source: Video Census, Mobile Video Report, Q4 2011
Gradual year-over-year increases in online and mobile video streaming
Time spent averaging around four and a half
hours a month for both platforms
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Top Destinations for Simultaneous Consumption during the month of December
Top Websites Viewed While Watching TV
Top TV Programs Watched While Surfing Online
Nielsen Cross Platform Homes Simultaneous Consumption; Rank of Online sites and TV Programs by Total Simultaneous Minutes December 2011 *Syndication and Cable telecasts
41,353,158,000Total Simultaneous Weighted Viewing Minutes
FacebookYouTubeYahoo! MailZyngaGoogle SearcheBayPogo.comCraigslistWindows Live HotmailYahoo! Homepage
Hallmark Movie NCIS
Judge Judy (AT) Big Bang-Syn (AT)
Law & Order: SVUNBC Sunday Night Football
Two-Half Men-SYN (AT) ESPN NFL Regular Season*
Syfy Movie Ellen DeGeneres Show
Broadcast Cable Syndication
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
26%
19% 24%
13%
7%12%
Several times a day
Once a day
Several times a week
Several times a month
Once a month or less
Never
88% of tablet and 86% of smartphone owners use their device while watching TV
Frequency of Simultaneous Usage While Watching TV: Tablets
Tablet Owners (Q4 2011 n=2,390)
Frequency of Simultaneous Usage While Watching TV: Smartphones
Smartphone Owners (Q4 2011 n=3,889)
27%
14%23%
13%
9%
14%
Source: Q4 2011 Mobile Connected Device Report
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Social networking is driving media consumption in a major way
Source: Netview
Percent of adult internet users who use social networking sites
50%
40%
60%
70%
80%
90%
Analysis of BBG and Program Ratings
Is there a relationship?
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Variables in the Analysis
TV RatingsNew/Old
Broadcast/Cable
Genre
Prior Season TV Ratings
Prior Episode TV Ratings
AdSpend
Authors
Msg/Source
Buzz Volume
Buzz Data Source:
150 million+ social media sites
N= 250 TV shows
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
18-34 35-49 50+PREMIERE Males
Females
MIDSEASON Males
Females
FINALE Males
Females
When is buzz aligned with TV ratings?
Buzz is significant at p<=0.05
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Four weeks prior to a show premiere…
A 9%increase IN BUZZ VOLUME
CORRESPONDS TO A 1%increase IN RATINGS
Ratings for people 18-34 years old
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Two weeks prior to a show mid-season episode or finale…
A14%increaseIN BUZZ VOLUME
CORRESPONDS TO A 1% increaseIN RATINGS
Ratings for people 18-34 years old
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Key Takeaways
Social media is growing as a source and driver of media consumption • Social Media is pervasive among all age groups• Television Viewing is being influenced by Social Media…”Social TV”• Recent Evidence that Multi-Taskers Starting to Go to Program Sites
Rather than Sending E-Mail
Social Media are correlated with Television Program Ratings• Even more aligned with younger demos• Alignment increases as show date nears• But even 4 weeks before the premiere, there is a significant
correlation