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Posts Tagged ‘research’

TiVo Study: Multitasking Viewers Rarely Engage in TV-Related Side Activities

Tivo-logo-widescreenTiVo last week released results from its second annual ‘Multitasking and Social TV Survey.’ The company surveyed 856 people who watched at least seven hours of TV per week. 51% of respondents said that they multitask every time or almost every time they watch TV; this is compared to 36% who said they multitask in last year’s survey.

While multitasking is on the rise, more viewers are primarily paying attention to the show they’re watching. 47% of respondents’ total TV time is spent with their primary attention on the TV show while multitasking, compared to 39% in last year’s survey.

“Even given the proliferation of multitasking, viewers remain primarily focused on the television shows they are watching,” said TiVo Chief Research Officer Jonathan Steuer. “To paraphrase the Bard, the program’s the thing!”

TiVo’s study also confirms the findings of Deloitte’s latest Digital Democracy Survey, which was released in March: while multitasking is on the rise, viewers are not engaging much in second-screen activities related to the program.

Only 5% of respondents report TV-related multitasking every time or almost every time they watch TV, while 50% report never or almost never engaging in TV-related multitasking. Top TV-time activities include browsing the Internet (74%), reading or sending email (73%) and text messaging (71%).

Still, social TV marketers should note that 61% of the respondents said that they search the web for information about the shows that they watch and 47% said that they have ‘liked’ a show’s Facebook page.

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Below, more findings from the study:

Read more

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Live-Tweeting TV Shows Lifts Conversation Volume and Follower Growth Rate

twitter-tv-500x306In a post last week for the Twitter’s Media Blog, Anjali Midha, the company’s Head of Global Media & Agency Research, unveiled the findings from a look into the short-term and long-term benefits of shows, stars, and brands live-Tweeting. The study stemmed from a May survey in partnership with FOX, the Advertising Research Foundation (ARF), and db5, which showed that 66% of Twitter users like to see Tweets from official show accounts (61% from actor/cast; 35% from the official show account; 24% from judges/host).

The most current study, according to Midha, “looked at two groups of like programs (for example, top dramas or reality shows) from the U.S. 2013-14 season: one that implemented regular live-Tweeting and one that did not. We then looked within each program to understand how episodes with live-Tweeting compared to their ‘baseline’ conversation levels on Twitter during episodes that did not feature live Tweeting.”

Below, the findings from the study, followed by an infographic of follower growth due to live-tweeting across different genres: Read more

Viacom Study: The 5 Steps to Series Fandom in the TV Everywhere Era

viacom-logo1Viacom today released the results of “Getting With the Program: TV’s Funnels, Paths and Hurdles,” a study the company conducted to explore how audiences discover, watch and become fans of TV shows.

The study, which surveyed more than 1,500 U.S. Viacom viewers ages 13-44, showed that people who use multiple devices to consume content prefer live TV and have stronger network loyalty than those watching shows on a single screen. 79% of the study participants say having more ways of accessing shows helps them try more programs and 78% wouldn’t have become fans of some shows if they couldn’t watch in multiple ways.

The most interesting part of the research is what Viacom calls the “Funnels to Fandom” – the process of becoming a fan, Viacom has found, takes place in five steps: Discovery, Research, Selection, Fandom, and Sharing. Read more

ListenFirst’s DAR and Why Social TV Analytics Should Include Wikipedia Engagement

WgpodListenFirst Media – a data and analytics company providing insights for brands – last week launched a syndicated rating system for fan engagement with television and film that will be offered on a subscription basis to networks, studios, agencies, and advertisers. Currently, more than 40 major studios, broadcast networks and cable channels, including A+E Networks, AMC Networks, and Universal Pictures, have signed on as launch partners.

While we have seen analytics companies attempt to create social TV metrics for networks, ListenFirst’s ‘Digital Audience Ratings’ (DAR) will also be creating its metrics for movies to help film distributors adjust their marketing strategies on the fly. On the TV front, DAR will give insight into which shows fans are engaging with on a daily basis, regardless of whether they are being watched on major broadcast networks or Netflix, and regardless if they are being watched in real-time or in a time-shifted setting. Read more

Nielsen Study: Significant Overlap Between People Tweeting About TV and Brands

A recently Nielsen study measures the overlap between people who tweet about TV and people who tweet about brands that advertise on TV.

According to the report, 17 million people sent 361 million tweets about TV through April.  In the same time period, “17 million people sent 215 million tweets about the approximately 700 brands that Nielsen Social captures.” The purpose of measuring the overlap was to better understand the value of social TV audiences to brands.

Here are the four key findings from the report: Read more

Social TV Fans ‘Love’ Season 2 Premiere of Showtime’s ‘Masters of Sex’

The second season of Showtime’s critically-acclaimed “Masters of Sex” premiered this week and although the social audience was on the smaller side, they were highly engaged and extremely excited for the show’s return. According to our analytics partner, Canvs, which measures Twitter sentiment for shows, the most reacted-to moment of Episode 1 was viewers calling Bill a “jerk” when he ignored his crying baby and yelled at his mother. Still, most of the conversation surrounding the season premiere was about the return itself. Of the tweets that featured an emotional reaction, 38% used the word “love,” 23% used the word “excited,” and 12% used the word “good.”

Here are some other insights from Canvs followed by an infographic: Read more

Infographic: World Cup Shatters Facebook Engagement Records

FacebookTVThe World Cup set single-event Facebook engagement records within the first week. Now, with the tournament over, it is official: the 2014 World Cup is the most talked-about event in Facebook history. From June 12 – July 13, 350 million people generated 3 billion World Cup-related interactions.

Because the event takes place over the course of a month, it is hard to compare this one-to-one with a single day’s event like the Super Bowl. Still, Facebook’s data team crunched the numbers and yesterday’s final between Germany and Argentina became the single most talked about sporting event in the social network’s history; 88 million people generated 280 million interactions. Read more

How performances drove reactions to the record breaking BET Awards

Screen Shot 2014-07-06 at 7.13.19 PMLast week we covered how the BET Awards broke social TV records. For this week’s analysis with Canvs we took a deeper dive into the awards show to understand where the social TV reactions came from during the network’s big tent pole. Most of the top moments came from performances. Here are the details. Read more

Clone drama drove Orphan Black season finale (spoiler alert)

Screen Shot 2014-06-29 at 10.32.40 PMIn this week’s analysis with Canvs we took a look at the uber popular Orphan Black season finale on BBC America. As the highly anticipated season two came to an end it became obvious that clone drama drove Orphan Black season finale. This is also the first time Canvs leveraged their new season recap view to provide analysis. Here are the details.  Read more

TiVo Research: Binge-Watching No Longer the Exception. It’s the Rule.

Tivo-logo-widescreenTivo’s Research and Analytics arm this week released some interesting results from its ‘Spring 2014 Binge-Viewing Survey.’

91% of the 15,196 respondents said that binge-viewing is a common viewing behavior. Perhaps surprisingly, 29% of respondents actually put off watching shows so that they can bing-watch an entire season at once.

With thousands of channels and the proliferation of original programing it is becoming more difficult for a viewer to watch every show that they are interested in. But thanks to the control over cable, broadcast and OTT content afforded by TiVo, and to the proliferation of streaming services like Netflix,” said TiVo Chief Research Officer Jonathan Steuer, “binge-viewing has rapidly become common practice.”

The rise of binge-viewing becoming goes hand-in-hand with the “acceptability” of the practice. When respondents were asked about the term “binging,” only one-third felt that the term had negative connotations; in April 2013, over half (53 percent) of those surveyed considered it a negative term. Read more

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