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Social TV Year-in-Review: Twitter Head of TV Andrew Adashek

why-is-twitter-s-logo-named-after-larry-bird--b8d70319daThe below post is part of our 2014 Social TV Year-in-Review guest post series and is written by Twitter Head of TV Andrew Adashek.

When it comes to the relationship between brands and networks to viewers, fans and celebs, we’ve reached the golden age of transaction and interaction. Today success is all about how you connect with an audience, deliver your product and structure your revenue model on that experience in all the places you are and they are. So now the challenge is to understand who your audience is, what signals they’re paying attention to and how to move to those signals.

We work with broadcasters to come up with ideas about making the most out of live events and offer our best practices about how to prepare for memorable moments. It goes without saying that Ellen’s famous selfie at the Oscars in March was an ideal display of meaningful content that became truly iconic, with its huge public reach and distribution. It did not happen by accident. The “Golden Tweet” a.k.a. the most Retweeted of 2014, generated more than 3.3M Retweets, and was seen more than 31 million times across Twitter’s embedded, mobile and desktop products. That’s almost as many as the 43 million viewers who watched the show.

Taking advantage of our real-time platform is one of the strongest plays you can make. With the #VoiceSave hashtag, “The Voice” lays claim to the most-Tweeted series minute of 2014 (310,000 Tweets at 8:59 p.m. ET), surpassing even the Super Bowl’s highest minute. (The May 13 episode also holds the record for the most-Tweeted about TV episode since Nielsen Social began measuring the conversation in 2011.) As viewers were empowered to keep their favorite performers from being eliminated, a legion of fans was integrated into the show in a consequential way – and it was in real time.

Scripted series also dominated this year’s list of the most buzzed-about TV, and much of this was fueled by having the stars of the shows engage with audiences by live-Tweeting. From “Pretty Little Liars”’ massive 15-person live-Tweeting party in advance of the spring finale to the ABC primetime cast members from shows like “Scandal” Tweeting for #Shondaland and #TGIT week to week, these programs put their best assets front and center. This practice has been found to not only drive Tweet volume, but it can build a Twitter audience with huge returns in follower growth. Read more

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TV Everywhere Let’s You Stay Plugged In During the Holidays Anywhere You Go

TV EverywhereThe holidays are here and that means long lines at department stores, waiting at the airport for delayed flights, or sitting in the carpool lane in holiday traffic. TV Everywhere is your new best friend to help pass the time and is here to remind you that you #CouldBeWatchingTV through your smartphone, tablet or laptop anywhere you go.

Social Scoreboard: Wednesday, December 17

“American Horror Story: Freak Show” tops the Nielsen Twitter ratings for last night. But holiday spirit trumps all: NBC’s “Michael Buble’s Christmas in New York,” and the “WWE: Tribute to the Troops” made third and fourth. “Survivor” and NBC’s “The Sing Off” rounded out the evening.

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Social Scoreboard: Tuesday, December 16

Spike’s “Ink Master” and NBC’s “The Voice” topped the Nielsen Twitter ratings last night. The final week of “The Colbert Report,” Jimmy Fallon’s holiday sweepstakes, and Oxygen’s “Bad Girls Redemption Club” rounded out the evening.

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Jimmy Fallon Using Twitter for Holiday Giveaways

Tonight_Show_Starring_Jimmy_Fallon_IntertitleTo really get in the holiday spirit, Jimmy Fallon’s doing a “stocking stuffer sweepstakes.” Fallon’s Twitter presence is enviable and he’s tapping into the platform to give away free stuff. Last night, it was five Bose speakers. Tonight? Who knows. Fans are asked to enter the sweepstakes with the hashtag #FallonStockingSweeps and tweet at the show’s official handle. The hashtag trended all last night into this morning:

In terms of engaging fans, giveaways using Twitter are easy and effective. Sentiment towards the show and the host were nothing positive, Oprah-style:

 

For Second Straight Year, AMC Has the Most-Tweeted About TV Series

2-the-walking-dead-season-5-promo-walking-dead-season-5-premiere-recap-5-things-you-might-have-missedOn Facebook, the most talked about TV series in 2014 was HBO’s ‘Game of Thrones.’ On Twitter, it was ‘AMC’s ‘The Walking Dead.’ ‘The Walking Dead’ came in second place on Nielsen’s Twitter TV Ratings chart in 2013, but with ‘Breaking Bad’ (another AMC show) out of the picture, it took first place this time around with the greatest average audience (4,934,000) and average number of tweets (576,000).

Between ‘The Bachelor’ (2nd), ‘Scandal’ (7th), ‘The Bachelorette’ (9th), and ‘Dancing With the Stars’ (10th), ABC had the greatest number of series in the year’s Top 10. With sister network ABC Family included (‘Pretty Little Liars, 3rd), Disney/ABC Television Group had a great social TV year on Twitter.

According to Nielsen, the most-tweeted TV series minute of 2014 belonged to “The Voice (NBC), which garnered 310K Tweets at 8:59 p.m. EST on May 13, 2014.”

Note: Nielsen broke out ‘Top 10 Series,’ ‘Top 10 Specials,’ and ‘Top 10 Sports Events.’ Below, the ‘Top 10 Series:’ Read more

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).

Read more

Twitter Weighs In: Which Is More Beautiful – a Chipotle Burrito or the Victoria’s Secret Angels?

BBgCoh0‘The Victoria’s Secret Fashion Show’ dominated the social ratings on Tuesday night, driving nearly four times the number of tweets as FX’s ‘Sons of Anarchy’ finale.

According to our analytics partner Canvs, which measures Twitter sentiment, 323,427 of 1,215,733 tweets about the show were emotional reactions. 41% of the emotional reactions included the word “love” and 20% included “beautiful.” The show drove the most emotional reactions when Adriana Lima walked the runway in a million dollar fantasy bra Below, some more insights from Canvs on what drove the Twitter conversation, followed by an infographic: Read more

‘Peter Pan Live’ Took Out the ‘SOA’ Finale on Twitter

soafinale304x200Talk about being in the bubble. Watching the “Sons of Anarchy” series finale the other night and refreshing my Twitter feed, I was sure everyone in the whole wide world was watching and tweeting about it. And while it did rank second in the Nielsen Twitter ratings for Tuesday, compared to past episodes and other televised events this fall season, it wasn’t anything to write home about.

According to Amobee Intelligence, consumption — or how many times “Sons of Anarchy” was seen around the social web — was at 28%, which is the same as the season 7 premiere in September. When Katie Sagal’s character was murdered in early December, there was only 55% as much consumption as the premiere. During the broadcast and its after-show, there were:

65,300 tweets around #FinalRide – the hashtag heavily featured in promotional material for the episode. There were also 48,600 tweets around the show hashtag#SOA34,600 Tweets around #SOAFX24,200 tweets around #SOAFinal, and 15,500 tweets around the actual phrase Sons of Anarchy.

Read more

Social Scoreboard: Wednesday, December 10

“American Horror Story: Freak Show” and “South Park” topped the Nielsen Twitter ratings last night. The CW came in at three and five with “Arrow” and “The 100″ respectively. David Letterman rounded out the evening. Screen shot 2014-12-11 at 1.37.23 PM

Social Scoreboard: Tuesday, December 9

The “Sons of Anarchy” finale and the “Victoria’s Secret Fashion Show” on CBS topped the Nielsen Twitter ratings last night. “Pretty Little Liars,” “The Voice,” and “Love and Hip Hop: Hollywood” rounded out the evening. Screen shot 2014-12-10 at 2.29.54 PM

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