THE NEW (SOCIALLY ACTIVE)
BRAND AMBASSADORS
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
PRESENTATION SPEAKERS
Moderator
Deirdre Bannon
Roni Karassik
Berj Kazanjian
Jed Meyer
VP, Product,
Nielsen Social
Sr. Campaign Research Manager,
Microsoft
SVP, Ad Sales Research,
MTV
Global Research Director,
Annalect
#Consumer360
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PEOPLE TWEET ABOUT TV A LOT
361 million Tweets
in January–April 2014
sent by
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
17 million authors
Source: Nielsen. January-April 2014. Twitter TV activity is captured from three hours before, during and three hours after an episode’s initial broadcast, local time.
Twitter Brand data is collected on a 24 hour basis.
#Consumer360
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THEY ALSO TWEET A LOT ABOUT BRANDS
215 million Tweets
in January–April 2014
sent by
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
17 million authors
Source: Nielsen. January-April 2014. Twitter TV activity is captured from three hours before, during and three hours after an episode’s initial broadcast, local time.
Twitter Brand data is collected on a 24 hour basis.
#Consumer360
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SOCIAL BRAND AMBASSADORS DO BOTH
In an average month:
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
TV Authors
64%
Brand Authors
of brand authors
also tweet about TV
78%
of Tweets about brands
are sent by this group
Source: Nielsen. January-April 2014. Twitter TV activity is captured from three hours before, during and three hours after an episode’s initial broadcast, local time.
Twitter Brand data is collected on a 24 hour basis.
#Consumer360
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TV AUTHORS SEND 3X BRAND TWEETS
Compared to authors that tweet only about brands
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
TV AND BRAND AUTHORS
BRAND-ONLY AUTHORS
Source: Nielsen. January-April 2014. Twitter TV activity is captured from three hours before, during and three hours after an episode’s initial broadcast, local time.
Twitter Brand data is collected on a 24 hour basis.
#Consumer360
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TV AUTHORS HAVE TWICE THE INFLUENCE
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
Compared to authors that tweet only about brands
665
TV + Brand
Brand only
followers per author
1,265
followers per author
Source: Nielsen. January-April 2014. Twitter TV activity is captured from three hours before, during and three hours after an episode’s initial broadcast, local time.
Twitter Brand data is collected on a 24 hour basis.
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
SOME CATEGORIES RELY MORE ON SOCIAL TV
86%
83%
83%
82%
73%
69%
Technology
Consumer
Electronics
78%
of tweets about
brands are sent by
TV authors
Food &
Beverage
Insurance
Household
Personal Care
But, this varies
by category.
Source: Nielsen. January-April 2014. Twitter TV activity is captured from three hours before, during and three hours after an episode’s initial broadcast, local time.
Twitter Brand data is collected on a 24 hour basis.
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
BRANDS ARE TAKING NOTE OF SOCIAL TV
Media Planning
Sponsorship
Engagement
Creative
Measurement
#Consumer360
9
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
SOCIAL AS A COMPLEMENT TO TV RATINGS
Media Planning and Buying
High
Program C
Program A
Twitter TV Audience
Program B
Low
Low
National TV Ratings
High
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
EVALUATING PROGRAM AFFINITY
Media Planning and Buying
Number of TV authors that
tweeted about the brand
Likelihood of authors to tweet
or retweet about the brand
#Consumer360
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
BRANDS ARE TAKING NOTE OF SOCIAL TV
Media Planning
Sponsorship
Engagement
Creative
Measurement
#Consumer360
12
MICROSOFT: MEASURING
CAMPAIGN EFFECTIVENESS
THROUGH SOCIAL TV
Can we leverage social
TV activity to understand
the relative impact of
TV campaigns?
Roni Karassik,
Senior Campaign Manager, Microsoft
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
THREE QUESTIONS WE SET OUT TO ANSWER
What is the value of advertising in more social programs?
Can we use social activity to identify placements with the best brand fit?
How can we optimize creative for social impact?
#Consumer360
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400,000
Twitter TV Authors
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
SHOWS WITH SIMILAR TV RATINGS VARY SOCIALLY
Highlighted drama
series episodes had
similar TV ratings,
but varied social
engagement
300,000
200,000
Microsoft
Campaign
Episodes
100,000
0
0.0
1.0
2.0
3.0
4.0
5.0
6.0
National TV Ratings (P2+)
7.0
8.0
9.0
Source: Nielsen Social Brand Tracking and SocialGuide Intelligence, Microsoft primetime campaign Analysis, 11/4/13-3/9/14. All shows were included in media schedule excluding “Super Bowl
XLVIII” and “The 56th Annual Grammy Awards”. With a min 5000 TV tweets. Shows were selected where authors tweeted about both the brand and the word “commercial”.
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
MORE SOCIAL SHOWS, MORE AD MENTIONS
Placements in more
social episodes led to
5x
mentions of Microsoft commercials
compared to less social episodes
More social episode = >100K TV Authors
Source: Nielsen Social Brand Tracking and SocialGuide Intelligence, Microsoft Campaign Analysis, 11/4/13-3/9/14. All shows were included in media schedule excluding “Super Bowl XLVIII” and
“The 56th Annual Grammy Awards”. With a min 5000 TV tweets. Shows were selected where authors tweeted about both the brand and the word “commercial”.
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
SOME GENRES PERFORMED BETTER THAN OTHERS
Index of Microsoft Tweets per TV Author
(Excluding sports)
20%
18%
10%
5%
0%
-6%
Sports programs—driven by the
Olympics—spurred the most
Microsoft Tweets per TV Author
(3x compared to comedy)
-10%
-17%
-20%
Comedy
Special
Drama
Reality
Source: Nielsen Social Brand Tracking and SocialGuide Intelligence , Microsoft Campaign Analysis, 11/4/13-3/9/14. Chart includes all shows that were included in media schedule with at least
one TV author that tweeted about Microsoft.
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
CAMPAIGN EXPOSURE INCREASED BRAND ACTIVITY
Pre/post campaign analysis:
41%
increase in Tweets about
Microsoft from the
population exposed to
campaign.
Source: Nielsen Social Brand Tracking and SocialGuide Intelligence, Microsoft Campaign Analysis, 11/4/13-3/9/14.
#Consumer360
19
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
CREATIVE COULD BE OPTIMIZED FOR SOCIAL
Certain creative worked better to drive social discussion
Exposure to emotional
creative drove TV authors
to send
5X
as many Microsoft
tweets per person
than exposure to
rational creative.
Source: Nielsen Social Brand Tracking and SocialGuide Intelligence, Microsoft Campaign Analysis, 11/4/13-3/9/14. All shows were included in media schedule.
#Consumer360
20
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
SOCIAL TV CAN DRIVE A CREATIVE SPARK
Microsoft’s latest Xbox One campaign features Aaron Paul
Highly Social Program
Microsoft Authors
Microsoft and Xbox Affinity
Breaking Bad (AMC) reached 6.0M
people on Twitter on average each
new episode in September 2013
In the second half of 2013,
486,000 people sent Tweets
about Microsoft and Breaking Bad
Breaking Bad authors were
1.8X more likely to tweet about Microsoft
and 2.2X more likely to tweet about Xbox
than general TV authors in the past 6 months.
Source: Nielsen. 9/1/13–5/25/14, Most social series ranked by Average Unique Audience; New/Live episodes on broadcast and cable networks. Microsoft Affinity H22013;
Xbox Affinity 12/9/13–6/8/14.
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
RECAP: REACHING SOCIAL BRAND AMBASSADORS
Social TV is only half the
equation. Brand activity
completes the picture.
Social TV Authors
are valuable
to brands.
Social TV data
complements TV data to
support media planning
and buying.
Social TV activity can be
used to measure impact
of TV campaigns.
#Consumer360
22
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
PRESENTATION SPEAKERS
Moderator
Deirdre Bannon
Roni Karassik
Berj Kazanjian
Jed Meyer
VP, Product,
Nielsen Social
Sr. Campaign Research Manager,
Microsoft
SVP, Ad Sales Research,
MTV
Global Research Director,
Annalect
#Consumer360
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