Thursday, January 22, 2015

Twitter Could Increase TV Premiere Audience Sizes

For millions of media companies, the fall TV season is critical and can be stressful. Networks and agencies anxiously wait to see if audiences love or hate new programs. While agencies are watching to see what adjustments they need to make, viewers truly hold the cards, offering plenty of critique along the way.  So, what role does Twitter activity around new shows play in it all?

Social TV is no longer a new phenomenon as millions of people use Twitter to share their opinions about favorite TV shows. The majority of the conversations happen during live broadcasts, but as networks look to build and boost audience engagement, they can identify how much of the discussion happens outside of the live airing window.


Now that the 2014 fall TV season has concluded, Nielsen evaluated how Twitter TV activity could be used to anticipate the sizes of the audiences that watched the premiere episodes of those programs. Nielsen analyzed 42 broadcast and cable series premieres, from late August through early November, looking for a correlation between how many times viewers 18-34 saw TV promotions for a specific program and the size of that program’s audience for the premiere episode. They expected highly promoted programs to garner larger audiences, and that is in fact what they saw.

While the findings do not mean that Twitter TV activity causes larger audience sizes, the ratings group found that brands could have used Twitter promotions to boost awareness, and in turn, boost audience.

"This is notable because if Twitter TV activity could be used alongside other data sources to help determine TV audiences, then agencies could fine-tune their buys before the premieres," Nielsen said in a recent blog post. "Networks could identify potential winners and challenges earlier to maximize ad sales and course-correct marketing activities. And, to the extent that social media leads people to become aware of new shows, networks could leverage Twitter TV activity to better reach their intended audiences."

Since social TV happens around the clock, networks and agencies now have the opportunity to explore how and why audiences engage on Twitter. The findings from this recent study highlight the opportunity for networks to boost audience engagement in between episodes through repeat program airings, stars and promotions.


About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.


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Friday, January 16, 2015

A Personal Message from Clay Collier, The Media Insights & Engagement Conference

As we kick off the New Year, I find myself reflecting over where the industry has been, and where we're going in 2015. The changes have been immeasurable.

Networks like CBS and HBO are going direct to the consumer. Movies like The Interview and Veronica Mars have launched on-demand, rather than the traditional in-theater release. NBC is urging viewers to watch TV without a TV. How are we going to measure and engage with viewers in the continuously changing media landscape?

The Media Insights & Engagement Conference can help. And, I'm happy to be able to extend a special rate for you to join the industry in San Diego in just one month. Hundreds of media executives (with over 65% from the client-side) will be at The Media Insights & Engagement Conference to uncover what the future of media will look like - will you?

View the most up to date agenda: http://bit.ly/1ARocZz

Take a look at just some of the companies already confirmed to participate:
AMC Networks // Charter Communications // Fox Networks // Netflix // Viacom // CBS Corporation // Google // HBO Latin America // ABC Television // Turner Broadcasting // Amazon // Hulu // REVOLT TV // Warner Bros // Yahoo! // Google // Univision // Disney // NASCAR // Comcast Spotlight // Discovery Communications // Meredith Corp // Scripps Network. 

Click here to see the full list: http://bit.ly/1xUP08V

Submit Your Nomination for the REMI Award - Research Executive Media Industry Outstanding Contribution: We would like to acknowledge an individual whose outstanding contributions, innovations, or leadership has impacted the way research has shaped the media industry and entertainment landscape. The Award recipient will be announced on Thursday, February 5th at The Media Insights & Engagement Conference. 

Mention code MEDIA15BL and save $100 off the current rate: http://bit.ly/1ARocZz

It's my pleasure to personally invite you to join us at The Media Insights & Engagement Conference 2015 for the experience of a lifetime.

All the best,
Clay Collier
Business Development Manager, IIR
The Media Insights & Engagement Conference
@_Mediafusion

#MediaInsights15


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Tuesday, January 13, 2015

The Impact of Mobile Viewing on Sports Networks

The 2015 College Football Playoffs on New Year’s Day saw the cable TV viewing records be beaten not once, but twice. In fact, 28.271 million viewers (the most of all time) tuned into ESPN to watch the Ohio State Buckeyes defeat the number one seed Alabama Crimson Tide 42-35 in the Sugarbowl. This was preceded by the Oregon Ducks winning 59-20 against the Florida State Seminoles, which received 28.164 million viewers (the second most of all time). These viewing figures had increased by 51 percent and 150 percent, respectively from last year’s games.  

So, with figures like these why do many people believe that TV is dying out? Of course, events such as the College Football Playoffs do not occur every day, however I believe that TV is not dying out, but is simply adapting to the challengers that have recently emerged.

The recent popularity of companies such as Netflix has pushed many major channels to create ways to watch programs and stream live shows online. This has come about in correlation with the advancement of tablet and smartphone technology which now allow you to stream video. Daily media usage for tablets has increased from 21 minutes per day per person to 159 minutes from 2010-2014, smartphones have increased from 40 to 134 minutes, and television only increasing from 269-279 minutes.


ESPN is a prime example of the online charge as 1,728,000 unique viewers used Watch ESPN, its new online stream to watch the Football on New Year’s Day. That huge number of people will have been ESPN subscribers on cable, but were able to watch the game remotely despite not being at home with their cable box via Xbox, laptop, tablets and smartphones.

Despite this surge of online streaming. Bloomberg News discovered that U.S. pay TV subscriptions fell in 2013 from 100.9 million subscriptions to 100.8; not exactly a terrifying statistic for TV companies. Bloomberg’s Ian King points the finger at young people or ‘cord-nevers’ who have never paid for cable or satellite television. These ‘cord-nevers’ are mostly students or young graduates who turn to alternatives such as YouTube, Netflix or Google Play to watch their most loved shows at cheaper prices than a TV subscription.

However, more often than not these people’s families will have television sets; it was found that TV reaches nearly 90 percent of US households. So the recent drive to provide remote online streaming means that these people who may not be able to afford a TV subscription can still watch cable and satellite channels such as ESPN but in different locations. From personal experience, while I was at University in England I was able to watch the FA Cup final live (the English, less glamorous version of the Super Bowl!) while my family watched it at home, instead of having to watch season three of Friends for the ninth time on Netflix.

There is a belief amongst many people that these young ‘cord-nevers’ will continue to use cheaper alternatives as they are used to living without cable TV. I, myself am living in a foreign country on a small budget so television is not a priority, but I believe there will come a time where again I will be able to afford the luxury of satellite TV and I will want to provide it for a family and for them to watch remotely when they themselves can’t afford it.

Understandably, the emergence of cheaper alternatives to watch television shows has caused a decline for cable and satellite TV providers. I believe that the battle for TV domination will continue and TV will have to keep adapting to keep up with the increasingly mobile world but it will not become a thing of the past. People will continue to sit down on New Year’s day to watch Football Playoffs with 28 million other people.

About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.





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Wednesday, January 7, 2015

Earn a FREE Pass to The Media Insights & Engagement Conference - Become a Guest Blogger

Earn a complimentary all-access pass to The Media Insights & Engagement Conference 2015 by serving as a Guest Blogger at the event. As a Guest Blogger, you’ll have access to the event’s comprehensive agenda attracting the best in insights from around the world, right in San Diego, California in February.

You'll get a free pass to the annual Media Insights & Engagement Conference plus exclusive access to a networking community and on-demand webinars, to help you grow and learn throughout the year.

Guest Blogger responsibilities will include submitting one post per week to the Digital Impact blog between now and the conference and attending specifically assigned sessions at the event and blogging live or same day.

By participating as a Guest Blogger leading up to and at the event, you’ll receive an all-access pass for the entire event, taking place February 3-5, 2015 at the Westin San Diego. In addition, Guest Bloggers are responsible for their own travel and lodging. Learn more about the event by visiting our website:  http://bit.ly/1s6bjb0

Apply today by sending your name, title, company, short biography and links to your blog or writing samples, along with a few sentences about why we should choose you to be our 2014 Guest Blogger to Amanda Ciccatelli at aciccatelli@iirusa.com. We will review your submission and contact the chosen Guest Bloggers directly with more details.

All readers of our blog receive an exclusive 15% discount off the standard registration rate with code MEDIA15BL Register here:  http://bit.ly/1s6bjb0

We hope to have you join us in San Diego!

Cheers,
The Media Insights & Engagement Team
#MediaInsights15
@_MediaFusion
Digitalimpactblog.iirusa.com


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Tuesday, January 6, 2015

NBCUniversal Encourages You to “Watch TV without a TV”

Looking to drive interest in its growing TV Everywhere products, NBCUniversal has recently launched a campaign spanning its 14 cable channels. The campaign, “Watch TV without a TV,” will be backed by digital and on-air promos across NBCU’s portfolio and will focus on how consumers can access content across those channels and brands on connected devices as part of their existing TV subscriptions.

According to Multichannel News, the campaign ran from Dec. 26, 2014 through Jan. 1, 2015, and showcased existing TVE apps from NBCU’s lineup, including E! Now; USA Now; NBC Entertainment; NBC News, Bravo Now; CNBC; Esquire Now; Golf Live Extra; MSNBC; NBC Sports Live Extra; Oxygen Now; Sprout Now; Syfy Now, and Telemundo Now. 


The new TVE consumer campaign will be “laser focused on driving web traffic, mobile downloads, video views and increased engagement across NBCUniversal’s brands,” NBCU said. Developed in partnership TBWA/Chiat/Day NY, the campaign will also feature social media components, including the #TVwithoutTHETV Twitter hashtag.

“NBCUniversal has some of the most iconic brands in TV, so it is only natural that as TV viewing evolves into digital platforms, we as a company continue to expand our strategy, creating broader TV Everywhere options for our consumers,” said Alison Moore, GM and EVP, TV Everywhere, NBCUniversal, in a statement. “With the unyielding support of the company’s vast portfolio of brands, this groundbreaking marketing campaign will heighten consumer awareness of the variety of ways viewers can watch both their beloved favorite shows and exciting new shows across multiple digital platforms right now and on their own time.”  


About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.


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