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Ipsos: Twitter Users Are More Into TV Than Non Twitter Users

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The market research company Ipsos last week released a whitepaper - “The Twitter Effect: Understanding Twitter’s Role in TV Behaviors - detailing the extent to which Twitter users are more influential TV viewers (and TV discussers) than non users.

Anjali Midha, Twitter’s Global Media & Agency Research Director summarized the findings on Twitter’s Media Blog. Below, some of the key takeaways followed by an infographic:

  • Heavy TV viewers: People on Twitter are less likely to be cord-cutters or cord-nevers: 93% have a cable, satellite or fiber optic subscription, versus 86% of non-users.
  • Non-traditional viewers: In addition to watching live TV, Twitter users are significantly more likely than non-users to also watch content on non-traditional mediums, from online SVOD services (52% vs. 35%) to content freely available on the Internet (39% vs. 17%).
  • Binge watchers: 26% of Twitter users claim to binge watch, in contrast to 11% of non-users.
  • TV Influencers: 44% of Twitter users self-identify as being an expert or knowing a lot about TV, versus 32% of non-users. In addition, 50% of Twitter users say people seek their opinion on TV shows, compared to only 26% of non-users.
  • Social 2nd Screeners: The second screen experience is a part of the regular viewing routine for 34% of Twitter users, versus just 23% of non-users
  • TV App users: Those on Twitter are significantly more likely to use TV apps than non-users: 47% have downloaded a third-party TV app (versus 21% of non-users), while 44% have downloaded a network service app (versus 18% of non-users).

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Study Shows That Consumers Want a TV Guide

smarttvappsDespite all of your talk of digital innovation and changing landscapes of television, it turns out you’re just an old person who wants to know when your program is on. A recent study “Conquering Content” by Hub Entertainment research shows that:

Sixty percent agree they “need a universal listing that lets them find shows across all TV sources”,  vs. only 9% who disagree. Forty eight percent  say they are more likely to choose sources that make discovery of new shows easy, vs. only 9% who aren’t.

Really? We (or I do, for that matter) forget that appointment viewing is still kind of a thing — you have to know when to DVR a show or when to find it on Hulu after it airs. Smart TV manufacturers and content providers take note: give consumers easy, beautiful TV guides and they’ll notice. The study also reports thatRead more

With Nielsen Partnership, Canvs Becomes First Fully Automated Social TV Sentiment Platform

canvsCanvs has been providing us with sentiment analysis of tweets around TV shows for a few months now, but has today announced a formal partnership with Nielsen and its Twitter TV Ratings. Canvs, then, becomes the first completely syndicated qualitative social TV platform, giving both networks and marketers more tools to extract meaning from viewer tweets.

In the social analytics world, sentiment analysis – once hot – has been largely cast aside. We asked Mashwork Founder & CEO Jared Feldman about this and he said that sentiment analysis “has been dismissed out of hand for so many years” because the solutions have been incomplete.

“We built Canvs to be actionable because the “positive,” “negative,” and “neutral” categorizations that come standard with most social media tools simply aren’t useful to marketers,” Feldman said. “Automated tools are unable to parse complex emotions like “I hate how much I love Scandal.” Further, what if hate is a goal? While a Tweet about despising Joffrey from Game of Thrones means the production team at HBO did its job, a traditional tool would simply label that tweet “negative.”  Canvs not only tells you what was “good” and “bad” about a show, but it also tells you which characters were attractive or annoying and which plot lines made people say WTF or SMH. These nuanced insights give marketers the ammunition they need to react to how their audiences really feel.” Read more

Mobile Devices Aren’t Just for ‘Video Snacking’ Anymore

ooyala globalvideoindexq3This week, Ooyala released a Q3 Global Video Index Report that shows consumers are changing their habits in terms of where they are watching, when they are watching, and that the content consumed varies as they shift devices.

It’s not what you think either. Users are increasingly watching longer form video across the board — even on their smartphones, as you can see in the charts below.

The report also shows that connected televisions are gaining traction in the market, that viewers are watching significantly more video with them. For connected tv viewers, 80% of their sessions last “ten minutes or more” which is up from 71% last year. If you build it, they will come, right?

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Who Cares What the Critics Say? ‘Peter Pan Live’ Was a Social Phenomenon

peterpanliveAs networks are realizing with more regularity, all tweets are good tweets, and when it comes to live TV events, high tweet volume is all but guaranteed; hate-watching a show is OK as long as watching is involved.

And so last Thursday’s highly anticipated ‘Peter Pan Live!’ paid off for NBC in a big way. According to data from Amobee Intelligence, there were 346,000 tweets around the hashtag #PeterPanLive, 36,900 Tweets around Christopher Walken and 16,700 Tweets around Allison Williams, during the special’s three-hour broadcast.

Interest around Peter Pan Live peaked around 8:45PM ET, when Walken made his first appearance as Captain Hook.

Below, more insights from Amobee: Read more

European OTT Providers: Poor Broadband, Exclusive Access to Content Are Main Barriers

mtm-vodEarlier this week Vindicia (a leading enterprise subscription billing company) and Ooyala (a video streaming company) released the results of a study on the digital content and over-the-top (OTT) market in Europe through 2017. The commissioned study of 30 OTT service providers was carried out by MTM.

The study reveals that while there are certainly many challenges with content distribution, the OTT market is poised for huge growth in the next three years, especially in terms of how content providers are able to monetize video. As a result, advertising companies and subscription billing companies – like Vindicia – will have the opportunity to create innovative solutions.

Below, highlights from the study: Read more

New Report Says Smart TV Industry Reaching ‘Point of No Return’

smarttvAccording to an industry analysis done by Futuresource Consulting, smart TV manufacturers aren’t really benefiting from all the consumer activity around them, and that the industry is reaching a “point of no return.” Really?

The report says that:

In developed regions 30% of homes will own a smart TV by the end of 2014, rising to 70% by 2018. And people aren’t just buying the feature, they’re using it too. At present, around 80% of the smart TVs in people’s homes are connected to the internet, with the pervasion of embedded Wi-Fi and auto-boot on track to lift this figure to over 90% by 2016.

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TV Advertisers: Only One in Five of You Is Advertising Correctly

lwywy, a cross-platform advertising company, found that only in five TV advertisers in the U.S. display a ‘clearly visible product’ on the homepage of its site. Yet, wywy’s research also shows, 80% of TV-inspired site visits happen within 90 seconds of the TV ad airing.

What do advertisers need to do in order to get it right? “The first and most important step is a change in mindset,” wywy co-founder and COO Andreas Schroeter told Lost Remote.“ Advertisers shouldn’t see TV and online as separate — integrating campaigns is necessary,” he continued.

With more consumers distracted while watching TV, oftentimes turning to second screen devices, advertisers should place the products they advertise about on their homepages. Even if this experience isn’t synched, brands are missing out on the opportunity to draw viewers following exposure to a commercial. Prominently displayed products on second screen homepages increases conversion rates two to five times. Read more

White Paper: TV Chatter and Brand Affinity

Today, Seevibes released a white paper on how users who tweet about television, Seevibes calls them TV Chatters, have stronger brand affinities. The research also has some good pointers about how brands can better reach TV tweeters.

You can download the full pdf here. In the meantime, here are some key points:

  • TV Chatters show almost three times more interest in brands on Twitter
  • On average, TV Chatters show an interest in 5 brands where as those who do not talk about television only about 2 brands.
  • TV Chatters talk more about brands on Twitter
  • People who have affinity with both television AND brands on Twitter are more engaged and more active
  • TV Chatters represent the majority of the audience and brand interactions.
  • 83% of interactions about brands come from TV Chatters
  • 79% of people who have affinity with a brand are TV Chatters
  • Communicate with an engaged public who has affinity to optimize your campaignsseevibes

 

Nielsen Research: Social TV Helps Build Time-Shifted Audiences

6a00d83451b36c69e2019b047e7a8f970d-800wiNielsen yesterday released research demonstrating that the more twitter volume there is during a show’s live airing, the more viewers it captures within the live +7 (the live airing plus the seven days after) window.

Scripted shows as a whole have larger audiences in the +7 window than during the live airing, but highly social scripted shows – think ‘The Walking Dead,’ ‘American Horror Story,’ and ‘Scandal’ – get an even bigger boost during this window. For “low social” programs, +7 audiences are 16% larger than live audiences. For “high social” programs, though, +7 audiences are 36% larger than live audiences.

The research shows how important it is for networks to pay attention to growing delayed audiences. At the same time, it also shows that they must continue to put resources towards social TV activations during live airings.

Below, more insights from Nielsen‘s research: Read more

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