Jan 7, 2013 - ... from the witspottER which measures in real time social media activity ..... analytics track social med
10 Trends for Social TV in 2013 The new shows the world will be talking about By TheWitspottER, TheWit (Switzerland)
Cannes, France www.mipworld.com All rights reserved All rights reserved
Foreword
Which TV premieres around the world are generating the most social media buzz ? The answer is given in the 10 Social TV Trends examined in this exclusive report. The quantitative results come from the witspottER which measures in real time social media activity around TV shows aired around the world, as spotted and listed in TheWit FreshTV database. The qualitative analysis is based on the expertise of TheWit's team in content trends.
For this special report we have isolated the social media activity related to TV premieres during the most recent time period (September 1 – December 16, 2012). As TheWit mission is to discover Fresh content with international potential, some social events that happen to be on tv (news, sports, returning awards shows…) have not been taken into account for this report.
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What is social TV in 2013?
Social TV is…
Youth TV Music TV Participation TV Event TV Live TV Let’s have a look !
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Table of contents
# The 20 most social TV premieres # The top 20 new TV shows that keep fans engaged # The Voice is the #1 social TV format # Talent Shows are the social TV stars # Reality soaps draw loyal followers # Awards shows are tailored for social TV buzz # Event TV makes people talk # Scripted Series are more liked but less talked about # Latinos are the biggest social TV commentators # The most anticipated TV show of 2013
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The 20 most social TV premieres
WitER Ranking Sept- Dec 2012 Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Title La Voz / Spain Star Academy / France The Only Way Is Essex Live / UK The Voice Brasil / Brazil Drugs Live: The Ecstasy Trial / UK Catfish: The TV Show / USA Liz & Dick / USA Derren Brown: Apocalypse / UK The Plane Crash / UK The McFly Show / UK Steel Magnolias / USA The Valleys / UK Salve Jorge / Brazil Emmerdale Live / UK Gandía Shore / Spain Restore the Shore / USA La Voz… Colombia / Colombia Vértigo / Chile Apollo Live / USA Neox Fan Awards / Spain
Social media comments 268 978 220 935 178 689 147 501 130 432 110 782 90 856 87 328 74 874 70 830 64 077 61 916 58 310 57 878 47 456 47 075 46 423 45 975 41 567 41 127 All rights reserved
The 20 most social TV premieres WitER Index Sept- Dec 2012 Rank Title
WitER Index*
1
Star Academy / France
92,9
2
Absolute Mehrheit / Germany
87,3
3
The Only Way Is Essex Live/UK
62,7
4
Drugs Live: The Ecstasy Trial / UK
45,7
5
Catfish: The TV Show / USA
40,4
6
Liz & Dick / USA
33,1
7
Derren Brown: Apocalypse / UK
30,6
8
Knæk Cancer Live! / Denmark
28,0
9
The Plane Crash / UK
27,3
10
The McFly Show / UK
24,8
11
Steel Magnolias / USA
23,4
12
X Factor / Sweden
22,8
13
The Valleys / UK
21,7
14
Emmerdale Live / UK
20,3
15
La Voz / Spain
20,0
16
Servizio Pubblico / Italy
18,1
17 18
Restore the Shore / USA Apollo Live / USA
17,2 15,1
19
Hip Hop Awards / Italy
15,1
20
Enbuske & Linnanahde Crew / Finland
14 All rights reserved
* WitER Index: By weighing the number of comments around each premiere by the national average of comments around all premieres over the same period, we were able to discover the local social TV hits, i.e. shows ranking far above the national average.
In Germany Pro7’s interactive political talk show Absolute Mehrheit (Absolute Majority) fronted by a superstar TV personality overperformed in a not so SocialTV oriented country.
In the UK, ITV1’s variety special hosted by pop band McFly was supported by the boys’ solid fan base.
La7’s new version of political talk show Servizio Pubblico hosted by the most famous journalist in the country, made Italian viewers talk more than usual. News talk show Enbuske & Linnanahde Crew, hosted by two popular journalists, is the only Finnish premiere which attracted attention on Twitter : it logically stands out above national average.
The new TV shows that keep fans engaged WitER Matrix Sept- Dec 2012 Hot Social Premiere
Slow Growth (fans)
Social Hits Appointment TV, lasting fan engagement
Buzz effect Controversial, trash, love-to-hate
Weak Fan Growth
Strong Fan Growth
« Anti-social » shows
Cult/Niche shows Generally positive reviews, solid fan base
Cold Social Premiere
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The top 20 new shows that keep fans engaged “People Talking About This” (Facebook / Sept- Dec 2012) Rank Title 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Vain elämää (The Best Singers) / Finland Unité 9 / French-speaking Canada X Factor / Sweden La Voz… Colombia / Colombia Belgium's Got Talent / Belgium South The Voice Brasil / Brazil New Zealand's Got Talent / New Zealand How We Invented The World / WW The Fear / Ireland Asbjørn Brekke-show / Norway Høflighed På 100 Dage / Denmark La Voz / Spain Zulufonen Live / Denmark Braunschlag / Austria Vértigo / Chile Dybvaaaaad / Denmark De Slimste Mens ter Wereld / Belgium North Les Marseillais à Miami / France Niet Tevreden Stem Terug / Belgium North Rafael Orozco, el ídolo / Colombia
Growth Index
PTAT +31
44,7 15,9 14,1 8,4 6,4 5,9 5,8 4,9 4,9 4,3 4,2 4,1 4,0 3,2 3,1 2,2 2,0 1,7 1,6 1,6
24 320 14 098 37 825 48 252 2 987 128 169 3 234 34 238 2 586 11 293 2 747 23 113 2 253 3 575 5 358 1 204 2 106 11 857 1 093 8 634
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To get lots of comments, positive, negative, neutral, sarcastic, insane…at launch on Twitter is one thing. But to build a big and loyal fanbase on an official Facebook page and keep fans active one month after debut is a stronger sign of viewers engagement with a tv property. That’s what the Facebook “people talking about this” (PTAT) is about.: this indicator sums the number of all possible interactions on the Facebook page of a show over the last 7 days: comments, shares, likes, etc. With these metrics most new tv shows suffer a natural erosion. But some other shows are able to raise the number of fans socially active. Which could indicate that these tv shows do the job they are supposed to do: get a community glued to a screen. Our ranking shows the strongest progressions of PTAT after one month on air (+31 days) , regardless of the country’s population. The Growth Index is calculated as such: - Increase in PTAT : from 1 day after premiere to 31 days after premiere - Weighed by country population
The Voice is the #1 social TV format In 2012, Talpa’s talent show format The Voice confirmed its ability to get huge social media buzz in each new market where it premiered. The Voice social TV factors: #young target #music #many characters (contestants and judges), each with their own fan base #competition #participation #anticipated international brand #active social strategy on air and off air. The most social Voices:
In Spain, on Telecinco, La Voz
In Brazil, on Globo, The Voice Brasil
In Colombia, on Caracol, La Voz Colombia
In Middle East, The Voice
In January 2013 The Voice is premiering in German speaking Switzerland (SRF1) and French Speaking Canada (TVA). All rights reserved
Talent shows are the social TV stars Talent shows (including The Voice) are the most watched entertainment shows on TV around the world and the safest bet for TV stardom. The genre is tailored for social media engagement : #mostly music #mostly young target #competing contestants supported/trashed by fans and foes #many live episodes generating instant response #on air call to interaction and participation #all factors creating a TV and social event
In
In France, singing competition Star Academy (Endemol) was back on air after a 5year hiatus, beating previous social tv records for a talent show premiere in this market.
FremantleMedia’s hit formats Got Talent and X Factor achieved very good social performances in their latest territories:
In New Zealand on TV One
In Belgium South on RTL TVI
In Belgium North on VTM
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X Factor (TV4): most social Swedish premiere of the year
Reality soaps draw loyal followers
Serialized reality series (structured, constructed, semi- to almost fully scripted…) following the lives of communities of out-of-the-ordinary people or celebrities in a peculiar situation/ dramatic phase get a guaranteed level of social TV buzz: #young target #serialization & repeated exposure building huge cumulated following #ensemble cast each with their own fan/hate base #colorful and controversial characters stimulating vivid response #sometimes a call for participation and voting
The most social premieres:
In the UK a Live episode of constructed reality series TOWIE….was slammed by viewers.
In the UK on MTV, The Valleys explore the nights of Wales
In the USA on E! Married to Jonas mobilized the fans of former teen icon Kevin Jonas
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MTV’s Gandía Shore, local version of Jersey Shore was the 2nd most commented Spanish premiere of 2012.
Awards shows are tailored for social TV buzz
From a social media point of view, televised awards shows (Grammys, MTV Awards…) are talent shows on steroids : #bigger stars line up = more fans to add #immediately decisive competition polarizing viewers #sometimes call for online voting #lots of music #live shared experience generating socially shared reaction #for one night a year only: must watch/ must talk The creation of a brand new awards show can be a smart move for a TV channel that wants to generate buzz and raise awareness. As these new social TV hits show :
…
In Spain Neox Fan Awards based on viewers vote ranked as the third most social premiere of the year in Spain. .
In Italy MTV created its own local Hip Hop Awards based on online voting .
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In Mexico Televisa’s cable channel Bandamax launched Premios Bandamax for Mexican music bands . .
Event TV makes viewers talk
What’s a TV event for social media users ? #for one night only #everybody’s watching / everybody’s talking #trash TV / crash TV / TV to trash / TV to share #sensational / outrageous / shocking… #a simple game: like vs unlike #sometimes live: instant response needed The 4 most social TV events of Sept-Dec 12 :
In the UK on Channel 4 (then in the In the UK on Channel 4, controversial 2-part experiment Drugs Live followed US on Discovery) The Plane a group of volunteers testing ecstasy. Crash doc landed a social tv hit. .
In the UK on Channel 4, mentalist Derren Brown staged a fake Apocalypse and got a real social hit. .
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In the USA TV movie starring tabloid heroine Lindsay Lohan Liz & Dick had to be watched and trashed. .
Scripted series are more liked, but less talked about
Sept- Dec 2012 Top Genres on Facebook
Average Likes +31*
Average PTAT +31*
Scripted
25 838
3 406
Entertainment
18 839
4 579
Talk shows
12 165
3 376
Game shows
6 131
890
Factual
3 823
952
Average
14 657
2 630
Among all the new TV shows, fiction is the genre which gathers the highest number of likes on official Facebook pages. But when it comes to being more active on Facebook, new entertainment shows count more “People Talking About This” than scripted shows.
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*Facebook Likes, as measured 31 days after the premiere of each new show of the genre over the period. * Facebook PTAT (People Talking About This), as measured 31 days after the premiere of each new show of the genre over the period. (value of the last 7 days).
Scripted series: don’t talk, just watch
Scripted shows are less and less about appointment TV, more and more about catch-up TV, and they request more viewing attention than reality shows. But they sometimes benefit from : #ensemble casts with potential multiple fan bases #big stars attached with pre-existing fanship #highly promoted tv premieres building anticipation
From Brazil, Salve Jorge on Globo ranks as the most social scripted series premiere of the period, benefiting from its controversial subject (religion in Brazil).
In Spain, Fenómenos on Antena 3, benefited from its cast of beloved TV stars and ranks as the most social scripted premiere of the period in Europe.
In the US Nashville on ABC ranks as the most anticipated and commented US premiere of the season.
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Latinos are the biggest social TV commentators
4 Latin countries rank in the Top 5 most active social TV users Finland
Denmark Portugal
Holland
Norway
Austria
Ireland
EUROPE
Switzerland
Germany Italy Sweden
Belgium (North)
Belgium (South)
UK
France
Spain
Average number of social media comments per premiere (Sept – Dec 2012)
Canada (English)
USA
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Colombia Brazil
OCEANIA
New Zealand
Chile
SOUTH AMERICA
Argentina Mexico Venezuela
Australia
NORTH AMERICA
Canada (French)
The most anticipated new show of 2013 German scripted reality series Köln 50667, launched January 7, 2013 on RTL2 was hugely anticipated on Facebook: #a spin off of Berlin Day & Night, the most social German TV show ever #a scripted reality soap: ensemble cast with pre-existing fan base #a young target #a cross media format: fictional characters live on Facebook with fans as friends. Since late 2011 Berlin Tag & Nacht is a German social TV phenomenon and a best practice case study. For instance: on 16 November 2012, fans could spend the night with their heroes in a unique triple screen experience: watch the cult movie Dirty Dancing on TV/ watch the fictional characters watch simultaneously the same movie in a live online episode/ interact with them on Facebook…even choose their TV dinner !
6 weeks before the TV premiere, the spin off series Köln 50667 created its Facebook page where the main new fictional character started to post status updates. Thanks to a very effective cross-promotion with Berlin Tag & Nacht page, it was an instant success: 150,000 Likes in one day!
Köln 50667 became the world’s most anticipated new show of 2013 on Facebook, with over 322,000 Likes one day before premiere (the equivalent of US series Revolution + Nashville Facebook fans before premiere altogether). The feedback during TV premiere was mixed, viewers comparing the spin-off to Berlin Tag & Nacht. The live coverage was exceptionally low on Twitter even by German standards, but fans massively used Facebook (3,693 comments !). What’s more, the page gained 20,000 additional Likes on the day of its premiere. A story to be followed…
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The most anticipated premiere of 2013 in numbers The 3 most Liked comments during premiere:
Köln 50667 : strong on Facebook
This series is just boring
76.5%
10.4% Berlin Tag und Nacht is better
12 pm
13%
76.5% of the comments are in response to a “picture” post
1 am
Hey people, what were you expecting from the first episode? It’s clearly not 100% convincing, and not much happened. But after all Berlin Tag & Nacht also started small and got better ratings afterwards because it became more interesting. We should wait and see what the next episodes bring. I think that in half a year everybody will love it. Wait and see! ;))
Activity around premiere Between 12.00pm and 01.00am: 5 posts from the production 2,838 Comments in response 2,173 Likes in response 801 comments « off the wall »
348,123
Likes Before (07/01): 328,985 After (08/01): 348,123
Facebook Likes evolution 308,703
PTAT 08/01: 60,048 Berlin TN (08/01): 276,218
328,985
Jan 8 Dec 26
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Jan 7
The most anticipated premiere of 2013 in numbers #köln50667 : quiet on Twitter 388 tweets during premiere, low even by German standards. 34.5% of tweets were Retweets The most active user (after fan page @Koln50667TV) sent 13 tweets The most « popular » Twitter user had 48,771 followers (online portal Der Westen) and sent 3 tweets Users tweeted via Web (31.2%), iPhone (29.6%), Android (21.9%) and other platforms (17.3%)
So artificial! Bad actors #köln50667 I’ll give #köln50667 2 months maximum, maybe one season. What is missing in #köln50667 are the typical “exotic birds”. But the series is still “virgin” so don’t worry, that will come. Isn’t # Köln50667 a bad copy of #Berlin Day Night? Or am I wrong? #köln50667
Premiere
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Methodology
The WitER measures social media comments for TV shows posted on Facebook and Twitter before, during,and after airing. The WitER Index weighs the number of social media comments related to a TV airing by the average number of comments of all TV airings in the same country during the same time period. A value of "1" equals the country’s average. e.g.: if the national average number of comments for a tv show is 2,500, a show with 10,000 comments will be valued "4", a show with 100,000 comments will be valued "40". Countries covered in this special report include: USA, Canada, Latin America (Argentina, Brazil, Colombia, Chile, Mexico, Venezuela), UK, Germany, Austria, Netherlands, Belgium, France, Italy, Spain, Portugal, Switzerland, Ireland, Denmark, Norway, Sweden, Finland, Australia, New Zealand. TV shows covered in this special report include new TV shows premiered between September 1 and December 16, 2012. New awards shows (first edition in 2012) were included. News, sports and unscheduled specials were not included.
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About the author
The Wit - World Information Tracking - mission is to feed its proprietary FreshTV database everyday with Fresh TV and digital content news, trends, practices from around the world in order to help its subscribers (broadcasters, producers, advertisers) come up with the TV & digital hits of tomorrow. To help discover the hottest - and sometimes under the radar - new content, the WitspottER exclusive analytics track social media activity around TV shows 24/7 from a quantitative and qualitative point of view. www.thewit.com http://twitter.com/TheWitFreshTV The Wit & Friends on Facebook
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