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Local TV Social Influence Rankings: Chicago
05 Jan 2012 Posted by Brian Spencer
Local media outlets have always had authority in their markets. With the advent of social media, this authority can now be quantified with tools like Klout. Klout measures influence with data like the number of Twitter followers and the number of times those followers pass-along (re-tweet) a message.
Social influence scores will not replace the traditional currency of Nielsen audience data, but it is an interesting supplement to inform advertisers about the influence that each station has with viewers. This example shows the social influence of the major network affiliate stations in Chicago. WMAQ has taken a clear lead in the market through a larger number of active Twitter followers.
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Local Media Roundup: Southeast Edition
16 Aug 2011 Posted by Market and Main Media
Brands and marketers need to know about local media news and events that might impact advertising schedules. This is where we recap the top stories about local media properties.
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How Social TV Will Save Traditional TV
08 Aug 2011 Posted by Brian Spencer
Your TV set and your social profile are about to merge.
Adweek reported that social TV will change the way we watch TV and the way we connect with friends. With a click on the remote, your TV will share what you are watching with your Facebook friends. You’ll also see an on-screen listing of what they are watching. Discussions will take place on the TV screen so that you can laugh, cry, rate, and review programs in real time.
Consumers are already making a habit of sharing their media habits online. Social TV will just make it easier.
Here are the benefits for advertisers and networks:
Higher product integration value
Conversation leads to greater engagement. If I’m engaged in a program, then I’m less likely to miss details. Product integration becomes more valuable as friends discuss the outfits, the cars, and the music in the program.
Less channel surfing
Social TV makes it painful to change the channel if my friends are watching the same show. This returns value back to traditional commercial pods. It also gives networks an incentive to create buzz-worthy programs to keep friends watching together.
Less time-shifting
The DVR takes a back seat during real-time viewing. With social TV, any ordinary program can become a must-see appointment. If it becomes a habit with my friends to solve the murder together during CSI: Miami, then I will miss-out if I’m not watching in real time. This makes the DVR less of a threat to commercial ratings.
More brand chatter
The conversation doesn’t stop during commercial breaks. Expect users to comment and review every spot the same way that Super Bowl parties produce chatter about commercials. Marketers have an opportunity to identify brand enthusiasts and extend the conversation.
The next few years will see dozens of technology platforms fight to bring social TV into the mainstream. Marketers should be prepared to put their best foot forward during programs with lots of buzz, and nurture the brand conversations that social TV will produce.
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Don’t Miss TV’s Other Super Bowls
18 Feb 2011 Posted by Brian Spencer
The TV industry gives marketers more than one Super Bowl per year. We’re often blind to these opportunities because they don’t receive the same fanfare as the NFL.
For example, February is the biggest blind spot for sports fans, as you can see in this chart from a previous post. But in the world of motorsports, February is Super Bowl season. Every February the best drivers show up for the richest and most prestigious NASCAR race, the Daytona 500.
Check out these stats from the top 10 markets for the Daytona 500:
2011 The Nielsen Company
The numbers look even better when you consider viewership by specific audience segments. For example, among men in Charlotte who can change the oil in their own car, the Daytona 500 has 80% of the reach of the Super Bowl (Scarborough research). If you’re a brand selling automotive parts, then this means you can have a big impact, with less waste, to a targeted audience.
Many other TV events attract huge shares of specific demos or geographies: award shows, season finales, tournaments, playoffs, and more. Do some digging to discover which events resonate with your shoppers.
Nothing beats the Super Bowl for total national reach. But for certain markets and demos, you can have a modest budget reach a large percent of your shoppers.
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Americans Are Watching More Video Than Ever
14 Apr 2010 Posted by Market and Main Media
Nielsen’s quarterly “Three Screen Report” covers U.S. usage of TV, Internet and Mobile. The recently released report on fourth quarter of 2009 concludes that media usage among Americans continues to grow at a record pace. Notably, that growth does not come at the expense of other media channels. That is, users are not replacing TV watching hours with online video hours, rather they are increasing their overall media usage to incorporate alternate forms of media.
Specifically, TV use actually grew during 4Q09, though its pace was slower than other video channels (only grew 1% compared to 4Q08). Thirty-five percent of households now own a DVR, leading to a 25% increase in timeshifted TV usage, the largest increase of any video usage option. Online video usage grew by 16%, mostly driven by workplace viewings. Though mobile video remained flat, the number of active mobile users grew from 11.2 million to 17.6 million, a 57% increase from 4Q08 to 4Q09.
Nielsen also reports that time of day impacts where a consumer watches video. If it’s during traditional TV time (8-11 p.m., M-S), consumers are likely to be watching the TV. But during weekdays from 12 p.m. to 6 p.m., they are more likely to be watching online.
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