Results from the first Social Engagement Index which measures which shows are winning the Social TV race!

Updated to include demographic analysis –Who is socially engaging with TV, and why?

September 2009

This is how TV engaged audiences in the 1960s.

This doesn’t work todayThis doesn t work today.

We’ve tried to measure audience engagement with audience engagement with Nielsen data.

This doesn’t work today either.

Modern viewers are consuming TV consuming TV

differentlydifferently.

SOCIALLYSOCIALLY,

During President Obama’s inauguration, CNN.com provided a social viewing experience to over 13M online viewers who, using Facebook, watched, debated, and EXPERIENCED the inauguration together.

Source: CNN, January, 2009

AS COMMENTATORS,

During the 2009 Oscars, more than 100,000 Twitter messages were sent that commented on the awards as they were being handed out.

Source: Nielsen/MediaWeek,  April 2009

AS CONNECTED PA TICIPANTSAS CONNECTED PARTICIPANTS.

30-50% of NFL viewers are watching games in two-screen environments: Watching TV with a laptop in front of them - participating in games and fantasy leagues

Source: Joe Ferreira , VP CBS Sports, 2006

Viewers are increasingly Viewers are increasingly leaning forward, and socially engaging on socially engaging on other devices while they watch TVwatch TV.

This is known as This is known as

media blur.edia blu

31% of adult TV consumption is during a media blur situation.(Simultaneous use of multiple media platforms at once)

Source: Ball State Center for Media Design, 2007

Viewers who engage socially watch longer don’t ad skip and Viewers who engage socially watch longer, don t ad skip, and have higher sponsor recall.

Social engagement makes TV content makes TV content more valuable.

Socially engaged viewers watch TV programming 2x to 3x longer.

Source: LiveHive Systems – NanoGaming Case Studies, 2009

What’s wrong with Nielsen?gWhy do we need new ways to measure TV viewers?

Nielsen has been Long criticized by the industry as inaccurate, biased, and ill-equipped to measure audiences that watch anywhere except their own living room.

Just as important in 2009, they can’t measure how

the audience is interacting with what they watchthe audience is interacting with what they watch.

New audience measurement systems are needed.

measuring social engagement index is a critical piece of the solution.

LiveHive’s tvClickr community measures TV audiences which often exceed the size of what Nielsen can measure via their panel of 18,000 homes.

Social Engagement means viewers interacting with the viewers interacting with the show, and with each other.

It’s a good thing.

LiveHive is the social engagement leader providingengagement leader, providing best-in-class technology to drive social engagement for major broadcasters and advertisers.

LiveHive’s technology doesn’t just create social engagement, it lets us measure it in real-time.

LiveHive has measured social engagement from over 1 million TV viewers.This is the largest audience data set compiled for measuring social engagement with TV.

In A t 2009 Liv HivIn August 2009, LiveHivereleased the first data from the S i l E I dSocial Engagement Index.

The Index tracks social engagement for viewers across 60+ shows via our partner offerings and our ownour partner offerings and our own tvClickr Facebook community.

LiveHive’s tvClickr Facebook Application is the largest online community of socially engaged TV viewers – providing access to the viewing habits of over 700,000 viewers.

Social Engagement Index: Top 10 Socially Engaging Shows in 2009

1. One Tree Hill

2. 90210

24.3

14.1

3. Jon and Kate + 8

4. Desperate Housewives

5 So You Think You Can Dance

8.2

7.0The Index scores are normalized to adjust for TV audience size.

5. So You Think You Can Dance

6. Hells Kitchen

7 House

6.0

4.8

What the scores effectively represent, is the likelihood of a show’s audience to lean forward and become socially engaged in what they’re

7. House

8. Lost

9. NCIS

4.4

4.2

3 5

watching. An audience that is socially engaged is more valuable to networks and advertisers.

Lean forward activity that we measure includes:

10. Bones3.5

3.1

Chat Twitter Status Updates

Playing real-time trivia games sync’d to the show

Real-time viewer polls

Socially engaged viewers in the Index typically interacted, with the show or each other, every 90 seconds during the episode – LiveHive measures every such interaction - creating a dataset with far more detailed engagement information than can be achieved via real-time search engines.

Why did One Tree Hill Dominate yin Social Engagement?

A story format well suited to active social discussion and interactionA story format well suited to active social discussion and interaction

A demographic that gravitates to multi-platform media consumption

A well established footprint in social media channels

Season Finale (May 19)In Episode Social Interaction Rate

A well established footprint in social media channels

0 4

0.5

0.6

ons/Min

Viewer

In‐Episode Social Interaction Rate

Shown here is an example of the in episode tracking

0.1

0.2

0.3

0.4

ial Interactio

er  Engaged

 Vof the in-episode tracking of social activity that the Social Engagement Index is based on.

0

0 10 20 30 40 50 60

Soc Pe

Time into Broadcast

Index is based on.

Social Engagement Index measures theP i i iEngagement of Participation.

Conv ntional social m dia tracking tools m asur th Conventional social media tracking tools measure the Engagement of Referral.

Social media tools that track blog posts, video views, and site visits typicallyGather most of their usage data the day After a show airs.

“The day after” is interesting, but doesn’t Measure how engaged

an audience was while they watched.

This is what matters to advertisers.

Viewers socially engaged using LiveHive’s technology have proven to channel surf during commercials at 38% the rate of conventional viewers.

Does social engagement mean different things mean different things to different viewers?

Demographic analysis reveals Some interesting answers toDemographic analysis reveals Some interesting answers to:

Who is engaging?

whywhy are they socially connecting?

what form does that engagement take?

How are people socially engaging while watching TV?r n h of so i l n n

male30+ 8541 44 The social engagement index measures

any online activities

Strength of social engagement

female Social/status updates10064 36

many online activities. These activities can be categories into two groups:

female30+

Male

Social/status updates

Viewer-to-viewer

10064 36(Social network status updates,Twitter, etc)

Male13-29

Viewer to viewer Interaction/competition24 64 88(games tied to the tv show,User chat, viewer contests, etc)

female13-29 7719 58

Females (age 30+) are the most socially engaged while watching TV – with most of that activity taking the form of updates to their friends through Twitter and Facebook. Younger viewers are 50% more likely to engage in direct viewer-to-viewer interaction or competition.

The TV industry has changedThe TV industry has changed.Isn’t it time our measurement tools did?

LiveHive’s Social Engagement IndexIs the best tool available for measuring a show’s abilityIs the best tool available for measuring a show’s ability

to drive social and interactive behaviors.

LiveHive is the global leader in socialLY engaging TV audiences.

We’ll help make your content more valuable,

Contact us to learn how.

inquiry@livehivesystems cominquiry@livehivesystems.com