Bill Pink. Elissa Lee. Social Media and TV, An Integrated Story. Partner, Client Solutions. VP, Research and ARM Product Management TiVo, Inc.

Transcription

1 Bill Pink Partner, Client Solutions Millward Brown Elissa Lee VP, Research and ARM Product Management TiVo, Inc. Social Media and TV, An Integrated Story

2 Presentation Agenda Background and Objectives: - First Principles of Integration - Approach and Data Sources - Overview of Social Media Segments Analysis of TV Viewing Behaviors by Social Media Segment - Dayparts - Time Shifted Viewing - Commercial Loyalty - Networks - Programs Summary of Planning Implications

3 First Principles: Building an Integrated Story A good first principle of understanding and analyzing media consumption, is to design research that enables the analyst to - Go Wide, looking across media simultaneously (since we know media is not consumed in a vacuum) - Go Deep, and look within a media (since we know viewing patterns or web behavior varies along intuitive lines such as content or level of technological sophistication or ) The problem historically is that it has been incredibly difficult to integrate this kind of data into one single source data set However, by leveraging our joint set of solutions, we are able to begin to overcome this hurdle. In this example, we focused on integrating our understanding of social media usage and attitudes with TV consumption patterns

4 How the Process Worked 1. Millward Brown / Dynamic Logic conducted a study of attitudes and usage within social media, and built a segmentation to better understand the composition of the social media universe 2. Millward Brown provided TiVo with screening criteria and segmentation algorithm 3. TiVo's proprietary PowerWatch panel was surveyed; panelists are assigned to specific social media segments 4. TiVo retrieves streaming viewership data by segment and we jointly analyzed TV viewership habits by social media segments Result: An integrated data file that allows us to deliver on both principles of wide and deep analysis

5 Understanding the Data Sources Social Media Segmentation 6 th installment of Dynamic Logic Ad Reaction study, focused this time on: Consumers relationship with social media in general Reactions to advertising on social media sites Exploration into the types or segments of consumers who participate Implications for Marketers Methodology/Details 2,000 respondents from the Lightspeed Research panel that are representative of the Internet population Data gathered end of Q Results were weighed based on site compositions of the top social networking sites*: Facebook, MySpace, Twitter, LinkedIn, Tagged and Flixster PowerWatch Research Panel 2.6 million subscriptions to TiVo Within that base, ~35,000 subscribers have agreed to participate in a primary research panel - The panel is similar in composition to the TiVo base of subscribers, and is similar to publicly available estimates of DVR ownership - Viewing data is highly correlated to other publicly available measures of TV viewership (based on a year s worth of broadcast primetime programming). TV Viewing Behavior pulled for March Viewing data on 50,000+ programs and 1M+ commercial spots

6 Overview of Social Media Segments Fanatics Virtual Voyeurs Taking Care of Business Late to the Party Teens* 26% 20% 19% 10% 25% Most Enthusiastic Engaged Highly Involved Ahead of times Influencers Young: 67% are <34 33% online 30+ hrs/wk Watching more than contributing Update status often but least likely to blog 85% have never written a recommendation Print-detached crowd Most likely to be female Engaged & active but enthusiasm slowing Early adopters: 41% have been on Facebook 1+ years More corporate : LinkedIn Online Bankers High Income Oldest: 50% are 45+ Least tenured group, 44% have only been on Facebook in the last 6 months Don t appear to be terribly tech savvy Highest income (41% make $75k or more) Print lovers Youngest Group Highly Entertained: 83% play games on social media sites 51% upload video Most likely on MySpace Least likely to pay attention to brands More middle-aged * Teens demo analyzed separately from other segments

7 Presentation Agenda Background and Objectives: - First Principles of Integration - Approach and Data Sources - Overview of Social Media Segments Analysis of TV Viewing Behaviors by Social Media Segment - Dayparts - Time Shifted Viewing - Commercial Loyalty - Networks - Programs Summary of Planning Implications

8 Summary of Viewing Behaviors All four segments time-shift television equally and view TV during similar times of day. Yet, Late to the Party view far more commercials than any other segment, choosing to fast forward only 17% of the time even in a time-shifted setting. All segments have commonly watched networks but preferences for certain nets. Fanatics watch more Food Network than other segments. Virtual Voyeurs enjoy Comedy Central, BBCA, and ESPN2. Taking Care of Business view more HGTV, Nickelodeon, and SyFy. Late to the Party watch more Science Channel, Discovery, and FNC compared to other segments. Fanatics prefer The Office, Parks and Recreation, Project Runway and South Park. Virtual Voyeurs view 30 Rock, How I Met Your Mother, Project Runway and Caprica. Taking Care of Business watch 60 Minutes, Marriage Ref, Chuck, House Hunters, and Discovery Channel s Life. Late to the Party are fans of The Good Wife, House, MythBusters, and Discovery Channel s Life.

9 Late to the Party Watch Far More Commercials that Other Segments Time-shifting % by segment Commercial Loyalty Live Viewing Time-Shifted Viewing % commercial watched % commercial not watched Fanatics 45% 54% 48% 52% Virtual Voyeurs 45% 54% 48% 52% Taking Care of Business 46% 55% 60% 40% Late to the Party 44% 56% 83% 17% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Commercial Loyalty compares the audience size during commercial breaks compared to the program

10 Time of Day Barely Varies by Segment (ratings based on March 2010 broadcast month). Dataset provided

11 What networks are they viewing? Top quadrant cable networks (15% reach and over 100 index) Fanatics Virtual Voyeurs Taking Care of Business Late to the Party Common COMEDY COMEDY COMEDY COMEDY Shared ABCF AETV BRAVO DSC E LIFE TLC TRAV ABCF AMC LIFE SPIKETV AETV AMC BRAVO E TLC TRAV AMC DSC SPIKETV Unique FOOD MTV VH1 BBCA ESPN2 HGTV NIK SYFY FX TNT SCIENCE * March 2010 PowerWatch Data

12 What networks are they viewing? Late to the Party watches more SCIENCE Fanatics love FOOD network more compared to other segments. Taking Care of Business watches more HGTV.

13 What networks are they viewing? Late to the Party are TV news watchers. They prefer FNC followed by CNN, CNBC and HLN. Fanatics watch less TV news as a whole compared to other segments.

14 What networks are they viewing? Late to the Party watches the least kids programming Taking Care of Business watches the most NIK

15 What networks are they viewing? Fanatics and Virtual Voyeurs watch more ESPN, ESPN2 than other segments. Late to the Party watches more auto racing on SPEED than any other segment.

16 What programs are they viewing more? Example Programs Fanatics Virtual Voyeurs Taking Care of Business Late to the Party The Office 30 Rock 60 Minutes The Good Wife Parks and Recreation Project Runway South Park How I Met Your Mother Project Runway Caprica Marriage Ref Chuck House Hunters Discovery House MythBusters Discovery Channel's Life Channel's Life * March 2010 PowerWatch Data

17 Fanatics Broadcast Prime Programs

18 Fanatics Cable Prime Programs

19 Virtual Voyeurs Broadcast Prime Programs

20 Virtual Voyeurs Cable Prime Programs

21 Taking Care of Business Broadcast Prime Programs

22 Taking Care of Business Cable Prime Programs

23 Late to the Party Broadcast Prime Programs

24 Late to the Party Cable Prime Programs

25 Summary of Planning Implications Fanatics Focus on sitcoms and comedies Find them on Food Network, MTV, and VH1 Keep in mind they avoid over half of commercials while time-shifting Virtual Voyeurs Consider Comedy Central, BBCA, and ESPN2 They view 30 Rock, How I Met Your Mother, Project Runway and Caprica in higher concentrations than average Taking Care of Business Check out HGTV, Nickelodeon, and SyFy They watch 60 Minutes, Marriage Ref, Chuck, House Hunters, and Discovery Channel's Life Late to the Party Take advantage of their commercial loyalty; they watch 83% of commercials even while time-shifting Find them viewing Discovery, Science Channel, FNC They follow The Good Wife, House, and MythBusters.