SOCIAL TV

ONE YEAR OF

SOCIAL TV IN SPAIN SEPTEMBER 2012 – AUGUST 2013

www.tuitele.tv · twitter.com/tuiteletv

Contact: Barcelona. C/ Almogàvers 165, Oficina 208. Madrid. C/ Rodríguez San Pedro 2, Oficina 1004. Email: [email protected] Twitter: @tuiteletv

Tuitele (www.tuitele.tv ) is a product of The Data Republic (www.thedatarepublic.com)

INDEX

01

INTRODUCTION

WHAT’S NEW ABOUT SOCIAL TV ANALYTICS?

02

TV SHOWS

02.1 02.2 02.3

THE FIGURES SOCIAL TV RANKINGS SOCIAL TV IS ABOUT SENTIMENT

03

ADVERTISING

03.1 03.2 03.3

THE FIGURES SOCIAL TV AND COMMERCIAL BREAKS SOCIAL TV ANALYTICS TO MEASURE ADVERTISING EFFECTIVENESS

04

WHAT’S NEXT FOR SOCIAL TV IN SPAIN?

3

TUITELE |

01

One year of Social TV in Spain

INTRODUCTION WHAT’S NEW ABOUT SOCIAL TV ANALYTICS? In May 2012 Tuitele introduced for the very first time in Spain the measurement of Social TV. A new way of watching and enjoying TV was emerging among Spanish viewers, whom are shifting gradually from being passive viewers to become active viewers, social viewers who watch TV with their smartphones and tablets in their hands, tweeting and posting about a TV show whilst watching it, looking for other viewers’ comments, visiting the show’s profile on a social network or an advertiser’s web site. TV ratings and Social TV analytics do not measure the same things; people meters measure how many viewers are watching a given show, whilst Social TV analytics measure what part of those viewers interact with the TV show through social networks, analysing their engagement, opinions and feelings about the TV show. Because of that, the relationship between TV ratings and Social TV analytics depends on the show, its genre, target, topics, etc. Through Social TV analytics, Tuitele brings to TV networks and producers, agencies and advertisers a new way to analyse TV audience. Since the birth of Tuitele, close to 4 million Spaniards have tweeted about a TV show while on air. Social TV in Spain has experienced an outstanding growth, from 600,000 social viewers in September 2012 to 1.5 million in June 2013. With this report, we aim to show the current picture of Social TV in Spain through the analysis of the first complete TV season with Social TV analytics available, both about TV shows and TV advertising.

04


|

TUITELE

MAY 2012 Tuitele introduced for the very first time in Spain the measurement of Social TV

SEPTEMBER 2012 Social viewers: 600,000

AUGUST 2013 Social viewers: 1,500,000

05

TUITELE |


02 TV SHOWS 2.1.

THE FIGURES

32%

of all Spain’s Twitter traffic around peak time is about TV shows

3,900,000 Spaniards have tweeted in the last year about TV shows while watching them

Source: Comscore. Tuitele 06

67% 61%

are men

of Twitter’s accounts in Spain

39%

are women


|

TUITELE

DEVICE

52.6% 20.3% 12.6% 12.2% 1.8% Android

Laptop Desktop

Blackberry

iPhone

iPad

0.3%

0.2%

Windows Phone

Others

TRENDS Comments Unique users

8,838,532

5,524,535

6,364,744

589,058

770,829

734,562

743,867

747,689

844,484

856,332

1,190,263

1,415,569

1,539,920

1,062,862

1,132,025

b.

M ar .

Ap

Au

Ju

Ju

M

De

N

Oc

pt Se

g.

7,944,656

ly

6,836,037

ne

4,474,490

ay

4,402,176

r.

3,380,637

c.

3,578,207

ov .

3,610,250

t.

4,337,315

.

2,474,348

Fe

2013

Ja n.

2012

Source: Tuitele 07

TUITELE |

2.2.


SOCIAL TV RANKINGS

TOP 10 OF SOCIAL TV SHOWS (average per episode)

(average per episode)

(all episodes)

Users

Comments (all episodes)

Comments per unique user

Telecinco

92,870

234,524

1,300,185

3,283,330

2.4

Gran Hermano Catorce

Telecinco

82,402

241,134

1,730,439

5,063,823

2.9

Un príncipe para Corina

Cuatro

76,120

173,681

608,959

1,389,451

2.3

Pulseras rojas

Antena 3

62,758

118,711

376,550

712,264

1.9

La que se avecina

Telecinco

52,140

79,477

729,961

1,112,680

1.5

Splash! Famosos al agua

Antena 3

40,266

82,850

322,128

662,798

1.8

El barco

Antena 3

37,449

65,511

599,178

1,048,168

1.6

MTV

35,811

59,149

572,979

946,389

1.6

Antena 3

33,618

77,696

571,499

1,320,838

2.3

Cuatro

24,812

57,743

223,308

519,687

2.3

Show

Network

La Voz

Gandía Shore Tu cara me suena ¿Quién quiere casarse con mi hijo?

Unique Users

Comments

Show

Network

% Positive

La Voz

Telecinco

19.9

12.3

67.8

43.4

56.6


Telecinco

19.5

15.4

65.1

42.7

57.3

Un príncipe para Corina

Cuatro

34.4

7.3

58.4

52.4

47.6

Pulseras rojas

Antena 3

22.8

10.6

66.6

36.2

63.8

La que se avecina

Telecinco

11.6

12.1

76.3

64.2

35.8

Splash! Famosos al agua

Antena 3

21.1

11.9

67.0

63.0

37.0

El barco

Antena 3

12.5

11.5

76.0

40.5

59.5

MTV

13.2

14.1

72.7

53.6

46.4

Antena 3

23.3

11.1

65.6

48.7

51.3

Cuatro

15.6

13.6

70.7

49.0

51.0

Gandía Shore Tu cara me suena ¿Quién quiere casarse con mi hijo?

Source: Tuitele 08

% Negative

% Neutral

% men

% women


|

TUITELE

TOP 15 OF SOCIAL TV BROADCASTINGS Broadcasting

Network

Date

Unique users

Comments

% men

% women

Copa Confederaciones (España - Italia)

Telecinco

27/06/13

194,638

404,444

74.7

25.3

Copa Confederaciones (Brasil - España)

Telecinco

30/06/13

194,613

324,660

73.3

26.7

La1

17/05/13

190,610

418,405

74.2

25.8


Telecinco

18/06/13

183,814

560,243

43.8

56.3

La Voz

Telecinco

19/12/12

178,574

546,229

45.1

54.9


Telecinco

11/02/13

172,805

430,054

52.3

47.7

Cine Antena 3 (Tres metros sobre el cielo)

Antena 3

23/07/13

170,374

378,707

45.4

54.6

La 1 / TV3

28/08/13

162,530

412,965

80

20

Copa Confederaciones (España-Uruguay)

Telecinco

16/06/13

153,599

287,122

81.9

18.1

UEFA Champions League (R. Madrid - B. Dortmund)

La 1 / TV3

30/04/13

152,736

273,052

78.4

21.6

Antena 3

04/03/13

137,444

318,738

65.5

34.5

La 1 / TV3

21/08/13

132,322

308,787

79.2

20.8

Cuatro

08/07/13

129,169

316,109

54.2

45.9

Antena 3

22/08/13

122,798

289,535

76.4

23.6

La1

17/02/13

121,755

398,551

55.7

44.3

Copa del Rey (Final: R. Madrid - Atl. de Madrid)

Supercopa de España (Barça - Atlético)

Splash! Famosos al agua Supercopa de España (Atlético - Barça) Un príncipe para Corina Trofeo Santiago Bernabéu (R. Madrid - Al Sadd) Premios Goya

Source: Tuitele 09

TUITELE |


Cultural shows / Children’s series / Others

TOP SOCIAL TV GENRES

Special news / News / Documentaries Contests Music shows Reporters shows

Sports broadcasting

Ceremonies

22.4%

Coaching shows

23.5%

Magazines Comedy shows Foreign series

>2 %

Docushow

2.1 % 2. 3%

Current affairs shows Sports shows

2. 3%

8 2.

%

>2 %

2 %

1. 7%

2.8

%

1. 7%

%

7 2.

%

3 .2

%

4 .3

%

3.6

7.2 %

10.7 %

7. 5%

7.5 %

9.9

%

7 .9

Reality shows

%

Talk Shows Movies Spanish series

Docurealitys

14.0% 12.4%

Talent shows

9.3%

Unique users

7.1% 8.7% 7.3%

Source: Tuitele 10

Comments


|

TUITELE

TOP SOCIAL TV NETWORKS

REALITYS Telecinco MTV Cuatro Antena 3 Otras

46.2%

55.7%

21.1%

13.6%

20.9%

19.7%

6.7%

5.9%

5.1%

5.0%

60.0%

60.3%

28.9%

28.7%

10.9%

10.8%

0.2%

0.2%

44.4%

48.6%

14.5%

13.6%

12.4%

11.6%

9.3%

9.4%

6.5%

5.7%

3.5%

3.0%

2.3%

2.0%

7.0%

6.1%

47.7%

51.9%

44.0%

40.2%

6.3%

5.6%

2.0%

2.3%

TALENT SHOWS Telecinco Antena 3 La1 Otras

MOVIES Antena 3 La1 Cuatro laSexta laSexta3 Paramount Ch. Telecinco Otras

SPANISH SERIES Antena 3 Telecinco La1 Otras

Source: Tuitele 11

TUITELE |

2.3.


SOCIAL TV IS ABOUT SENTIMENT

The analysis of the content of thousands of comments about TV shows allows us to know instantly the interest, impact and level of satisfaction that TV contents generate among the TV audience. What hosts, contestants, guests, sections or topics like and dislike, provoke feelings, disappoint or bore. At Tuitele we have developed a proprietary algorithm that allows us to analyse in real time the sentiment within Social TV comments, beyond the classical positive, neutral and negative approach, unveiling feelings such as joy, disappointment, criticism or admiration that TV shows generate among viewers.

12


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TUITELE

13

TUITELE |


GRAN HERMANO CATORCE FINALE – JUNE 18 2013

4,500

4,000

3,500

22:00 22:30 22:59 00:17

3,000

Show starts Raki is thrown out Desi is thrown out Susana is the winner

2,500

2,000

1,500

1,000

500

0 22:00

22:30

22:59

2.6%

20.8%

22.6%

34.5%

5.5%

Sadness

Laughs

Criticism

Admiration

Insults

SPLASH! FAMOSOS AL AGUA PREMIERE – MARCH 4 2013

00:17

3.3%

0.3%

Expectation Disappointment

10.4% Joy

1,800

1,600

1,400

22:40 23:31 00:34

Show starts Toñi Salazar jumps and following criticized by member of jury Anna Tarrés Falete jumps

1,200

1,000

800

600

400

200

0 22:40

23:31

1.4%

43.1%

13.8%

24.9%

5.6%

Sadness

Laughs

Criticism

Admiration

Insults

Source: Tuitele 14

00:34

3.0%

0.2%


8.0% Joy


MASTERCHEF FINALE – JULY 2 2013 22:30 23:34 00:32

|

TUITELE

3,000

2,500

2,000

Show starts Fabián is out of the final Juan Manuel is the winner

1,500

1,000

500

0 22:30

23:34

4.4%

15.2%

11.0%

48.2%

1.6%

Sadness

Laughs

Criticism

Admiration

Insults

EL BARCO FINALE – FEBRUARY 21 2013

4.8%

00:32

0.1%

14.7%


Joy

2,500

2,000

22:44 22:55 00:34 00:46

Episode starts Ulises, character played by Mario Casas, is back Mario Casas’ character is shot and apparently dead Episode ends with the final phrase “it has begun again”

1,500

1,000

500

0 22:44 22:55

12.1%

20.8%

25.2%

22.3%

6.6%

Sadness

Laughs

Criticism

Admiration

Insults

00:34 00:46

2.8%

1.0%


9.1% Joy

Source: Tuitele 15

TUITELE |


03 ADVERTISING 3.1.

THE FIGURES

(BETWEEN JULY AND AUGUST 2013)

53%

3,070,000 unique Twitter users have tweeted about a brand

68%

are men

of Twitter’s accounts in Spain

32%

are women

DEVICE

40.4% 30.6% 16.0% 9.8% Android

Laptop Desktop

Source: Comscore, Tuitele 16

iPhone

Blackberry

2.5%

0.6%

0.1%

iPad

Windows Phone

Others


8%

234,000 unique Twitter users have tweet about ads seen on TV

64%

are men

|

TUITELE

of unique users who tweeted about a brand

36%

are women

DEVICE

53.6% 23.7% 13.9% 6.1% Android

Laptop Desktop

iPhone

Blackberry

2.1%

0.5%

0.1%

iPad

Windows Phone

Others

Source: Tuitele 17

TUITELE |

3.2.


SOCIAL TV AND COMMERCIAL BREAKS

Sometimes, social viewers comment the show during the commercial break, while other times they don’t. The fact is that there might be a larger or lower volume of comments during commercial breaks depending on what happened on the show just before the break and, most of it, depending on the genre, format or contents of the TV show. The finale of the first season of “La Voz” (December 19 2012) in Telecinco shows a clear pattern of conversation associated with the live broadcasting of the show. As it is seen in the image below, comments about the show increase at the start of the show and decrease during commercial breaks. TV viewers comment what’s going on the show while they are watching the show. This TV show is a great example of how TV contents generate conversation far beyond contents and broadcasting. In this case (November 11 2012), comments about the show increase during the commercial break, being a time for opinions and debate around the topic treated on the show earlier. The TV audience is pushed to share their opinions about the content of the show and the topics it presents.

18


LA VOZ – FINALE DECEMBER 19 2012

TUITELE

|

Start

8,000

End

7,000

6,000

5,000

Commercial break Comments Viewers (000)

4,000

3,000

2,000

1,000

21:30 21:38 21:46 21:54 22:02 22:10 22:18 22:26 22:34 22:42 22:50 22:58 23:06 23:14 23:22 23:30 23:38 23:46 23:54 00:02 00:10 00:18 00:26 00:34 00:42 00:50 00:58 01:06 01:14 01:22 01:30 01:38 01:46 01:54 02:02 02:10

0

SALVADOS – DEDOCRACIA NOVEMBER 11 2012

Start

800

(1)

End

(2)

700

600

Commercial break Comments Viewers (000)

500

400

300

(1)

Secretary runs out of answers

200

(2)

Firefihgter on strike phone call

100

22:33

22:30

22:27

22:24

22:21

22:18

22:15

22:12

22:09

22:06

22:03

22:00

21:57

21:54

21:51

21:48

21:45

21:42

21:39

21:36

21:33

21:30

21:27

21:24

21:21

21:18

21:15

21:12

21:09

21:06

21:03

21:00

0

Source: Kantar Media, Tuitele 19

TUITELE |

3.3.


SOCIAL TV ANALYTICS TO MEASURE ADVERTISING EFFECTIVENESS

Social TV analytics, that is to say, comments posted by viewers in social networks about the TV shows they are watching also include the presence of advertisers. Spots, TV promotions or any other advertising action on TV lead viewers to share their comments. In that context, Social TV analytics applied to TV advertising appears as a new approach to analyse advertising effectiveness, both in a quantitatively and qualitatively way.

20


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TUITELE

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TUITELE |


TV AND TWITTER INTEGRATION VOLKSWAGEN GOLF GTI In this case study, Tuitele analysed the TV campaign of the new Volkswagen Golf GTI. In addition to the spots aired on TV, which included the hashtag #mitoGTI on screen to spread conversation, the brand also bought several promoted tweets during the broadcasting of different TV shows.

With the integration of TV spots and promoted tweets, conversations about the brand multiply by 41 in the case of integration with medium social audience and high affinity shows (which is the case of Motorbikes Championship), or by 29 in the case of airing ad on a high social audience show.

In the first place, it is seen how those spots aired within shows with high social audience, such as Roland Garros, Formula 1 or “Cuarto Milenio”, maximize the number of conversations about the ad and also about the brand.

Infographic “ VW Golf Buzz / Average per Hour June 8 to 24 2013”

Infographic “Spots Integration / Hour Analysis June 9 2013” In the second place, considering the average number of comments per hour about Volkswagen Golf as a measure of effectiveness, it is seen that without ads aired on TV the result is an average of 4.7 comments per hour. This figure doubles when the spot is aired on a low social audience show. Airing spots on medium social audience shows multiplies conversations by 4.4 and with the case of high social audience shows gets 5 times more comments.

Source: Tuitele 22

En general, por cada Grp se obtienen tres comentarios sobre la publicidad de Volkswagen Golf y seis sobre Volkswagen Golf sin discriminar si son o no publicitarias. Generally speaking, for each GRP, 3 tweets about VW Golf’s ad and 6 about VW Golf are obtained. The highest performance is obtained in the case of spot’s airings on shows with high social audience and high affinity, when ad’s conversations multiplied by 14.

Infographic “Campaign Effectiveness / June 8 to 24 2013”


TUITELE

|

SPOTS INTEGRATION HOUR ANALYSIS JUNE 9 2013 Tweets VW Golf no ads Tweets ads VW Golf GRPS

(3)

120 100 80

(1)

Airing on Telecinco, Roland Garros, high social audience show

60

(2)

Airing on Antena 3, Formula 1, high social audience show

40

(3)

Airing on Cuatro, “Cuarto Milenio”, medium social audience show

(1)

(2)

20

02:00

01:00

00:00

23:00

22:00

21:00

20:00

19:00

18:00

17:00

16:00

15:00

14:00

13:00

12:00

11:00

10:00

09:00

08:00

07:00

06:00

05:00

03:00

VW GOLF BUZZ AVERAGE PER HOUR JUNE 8 TO 24 2013

04:00

0

Airing on Antena 3, “Cine Antena 3”, low social audience but high affinity show

CAMPAIGN EFFECTIVENESS JUNE 8 TO 24 2013

Tweets VW Golf

Tweets about ad VW Golf/Grp Tweets VW Golf/Grp

203.0

46.6

48.2

140.0 116.0

70.0

15.9

27.9

Grps in show mid social + promo tweet

Grps in show high social + promo tweet

Grps in show low social + promo tweet

Show low social + promo tweet

Grps in show high social

21.4

Grps in show mid social

17.8

6.1 14.2

13.2

Grps in show low social

No ads aired

1.7 Grps in show mid social + promo tweet

Grps in show high social + promo tweet

Show low social

2.4 Show high social

3.5

1.9

3.3

Show mid social

23

TUITELE |


THE IMPACT OF ADVERTISING OVER THE BRANDS SENTIMENT SPONSORSHIPS AT THE CONFEDERATIONS CUP 2013 During the second half of June 2013, some of the Spanish football national team and the Confederations Cup 2013 sponsors focused part of their commercial communication on this event through different actions. These advertisers linked their brands to football, the Spanish national team or the championship, and as it is seen in our analysis this association generated a direct and significant impact over the sentiment and perception that consumers had on these brands. In the first place, comments about the sponsors and football obtained their highest volume during Spain’s matches. Besides the final, the Spain vs. Tahiti match, in which Hyundai held a communication action, was the match with the highest volume of conversations around sponsors. However, Cruzcampo was the brand with the best performance during the whole championship thanks to its communication strategy that combined TV and Twitter. Infographic “Comments about Sponsors Associated with Football / June 15 to 30 2013”

Source: Tuitele 24

In terms of impact over the brands sentiment, Twitter users positively rated communication actions associated with the event, as in almost all cases the ratio of positive comments for every negative one was clearly higher compared to nonadvertising brand conversations. Adidas and Sony’s cases are remarkable, but in the case of Movistar, its #nosolojugamosbienalfutbol campaign almost multiplied by five this indicator. Infographic “Ratio +/- Sponsors / Confederations Cup 2013”


TUITELE

|

COMMENTS ABOUT SPONSORS ASSOCIATED WITH FOOTBALL JUNE 15 TO 30 2013 1,400

Visa

Emirates

Sony

Cruzcampo

Playsation

Coca Cola

Movistar

Castrol

McDonald’s

Budweiser

Kia

Banesto

Iberdrola

Adidas

1,200

1,000

800

600

Hyundai

400

200

01

30

29

28

27

26

25

24

23

22

21

20

19

18

17

16

15

0

RATIO +/- SPONSORS CONFEDERATIONS CUP 2013 Football comments General brand comments 18.7 15.2 12.7 9.1

9.0

7.7

d’ s

l ro

al on cD M

se r

st Ca

at ay St Pl

2.9

ei

n io

ny So

yu n

da i

a Co

ca

-C ol

s da Ad i

r ta is M ov

a ol dr er Ib

m po zc a Cr u

1.8

4.5

2.1

Bu dw

2.5

1.4

4.9

4.4

4.0

3.4

3.0

Vi sa

5.2

5.0

3.8

H

4.8

6.4

25

TUITELE |


04 WHAT’S NEXT FOR SOCIAL TV IN SPAIN? There is no doubt that in the last 12 months we have witnessed the great irruption of Social TV in Spain. Real-time social conversations by TV viewers are now part of live TV contents, especially for talent and reality shows. Networks are not just fighting for ratings but for social share, which has become the key variable to show engagement between TV audience and contents. TV viewers love to take part into their entertainment creation process, that is why TV networks make this participation easier and fight for social share through the spread of hashtags and the design of second screen apps, which allows viewers to obtain additional information and contents. It is now clear that TV networks take the highest benefit from this new way of watching and producing television, but we must not forget that in a commercial TV environment, advertisers play a key role, sustaining this environment with their investment. In this context, we might think that a highly engaged TV audience might pay less attention to advertising, but this is not the case. Beyond branded content and sponsorships in highly engaged TV shows where brands take advantage of this engagement, conventional spots get viewers attention if same recipe is applied, that is to say, advertisers give consumers an easy way to say what they think about a brand and its advertising. Today this way is the use of hashtags in TV communication, integrating the TV strategy with actions in social networks, especially in Twitter.

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TUITELE

This is how, in the upcoming months, we will see a massive use of hashtags in brands communication. Currently, agencies and advertisers are increasingly using Social TV real-time data to make decisions and measure the effectiveness of their commercial communication. Also, the year 2014 is likely to witness Facebook becoming the relevant player that is meant to be in the Social TV environment, capturing some of the advertising business that Twitter is starting to generate. Last but not least, we should not forget connected TV, which is already here. Smart TVs are growing in number at Spanish households and TV networks are already launching their services, such is the case of RTVE’s “Botón Rojo”, which with no doubt will be followed by many other.

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