A cross media study - TV and social activity - ran by Havas Media Brussels and Tevizz.78 days of analysis. 6 channels, 258 broadcasts, 23 programs in the North a,d 5 channels, 165 broadcasts, 20 programs analyzed in the South which lead to a powerful set of insights about Social TV and how to better measure it.

1. MATCH
05-12-2013
STUDY

3. Methodology
 Selection TV programs
 Duration : 1 september - 17 November 2013 (78 tracking days)
 Selection manual by experience of HAVAS MEDIA (cfr TV September grids) and TEVIZZ
 North : 258 broadcasts, 23 Programs, 6 channels (2BE, EEN, SPORZA, VIER, VIJF, VTM)
 South : 165 broadcasts, 20 Programs, 5 channels (CLUBRTL, LA DEUX, LA UNE,
PLUGRTL, RTLTVI)
 Partnership : HAVAS MEDIA and TEVIZZ
 Tracking method, search and filtering (via STORYZZ) :
 All relevant keywords, links and accounts related to the community and audience of
programs and specific broadcasts (ex. Hashtags, keywords, cast, guest star) : fully
automated by TEVIZZ
 Automated text-mining technologies to curate and expand search (+10-20%)
 Example :
 spelling mistakes : “Kooompany”
 language variation : “diables” = “devils”=“duivels”
 relationship between key words: “goal” + “RTL”

4. Methodology
TELEVISION AUDIENCE
CIM TV Audimétrie GFK, 15-54 year, Live+Guest, rating (000-%), reach (20% non cum.)
Difference between PROGRAM (total broadcast) and BROADCAST (Diffusion of a program)
SOCIAL AUDIENCE
 AUDIENCE SOCIAL : Number of Twitter and Facebook messages related to a program (20
minutes before, during, 20 minutes after)
 MESSAGES : “Noise” for Twitter (tweets and retweets) and Facebook (post on the official fan
page of the program and comment on post)
 UNIQUE USER : Number of active users accounts during the TV program monitoring
 COMMUNITY : Number of likes/fan (Facebook) and followers (Twitter) of the related program
official account
 SENTIMENT : Estimated percentage on the basis of opinion (positive-neutral-negative)
expressed in tweets about the TV program
 DEMO-GENDER : Estimated % from automated datamining based on account names when
available on Twitter messages
 TAG CLOUD : Visualization (centrality and size of words) of the frequency of most quoted
words about the program

5. RESULTS
& OBSERVATIONS

6. Sport and candidate shows are the most social
#messages
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
6.498
5.997
4.248
2.441
1.833
1.604
1.449
996
554
479
World Cup Qualifier, Kroatië – Belgie - 11/10
UEFA Champions League, Anderlecht vs Paris SG - 23/10
So you think you can dance - 13/10
Wielrennen, WK Wielrennen Firenze - 29/09
De slimste mens ter wereld - 31/10
Belgium’s Got Talent - 11/10
De zevende dag - 13/10
De grote sprong - 04/10
Het lichaam van coppens - 12/09
Cofidis cup, Oudenaarde vs Club Brugge - 25/09
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
5.751
5.553
4.307
3.717
2.542
2.140
2.110
780
741
707
Qualification Coupe Du Monde, Croatie vs Belgique - 11/10
UEFA Champions League, Benfica vs Anderlecht - 17/09
C'est du belge: Rendez-vous Grand-Place - 27/09
Belgium's got talent - 22/09
Soirée CAP 48 - 13/10
UEFA Europa League, Standard vs Esbjerg FB - 19/09
Cyclisme, Championnats du monde sur route - 29/09
La nouvelle star - 31/10
Le meilleur pâtissier - 28/10
L'amour est dans le pré - 05/11
Source : Top 10, broadcast with no duplication, North & South based on number of messages

7. Social Media noise, an highly concentrated metric
North
6%
Source : Pareto’s curve model
Of tracked programs
50%
80%
Of tracked messages
6%
South
22%
14%
Of tracked programs
mentions = noise

8. Red Devils : a strong common value
Messages : The most noisy categories
6 498
Kroatië – België
11/10
2 625
2 078
Sport
Sport
4 248
SYTYCD
13/10
966
4 307
RDV Grand Place
27/09
1 443
Variety
Candidate Show
1 449
De Zevende Dag
13/10
902
5 751
Croatie – Belgique
11/10
Political
Source : North&South, Messages Facebook&Twitter
3 717
Belgium’s got talent
03/11
1 362
Candidate Show

9. Men tend to be more active & engaged viewers
except for the candidate shows
TV
Benchmark
Social
Social & TV data
Sport
Political
Source : National, Twitter, gender, >100 messages and >50 unique users
Magazine
Candidate Show
Variety

10. Women in the South are less social than their Flemish
counterparts, men show the same behavior North&South
71%
29%
49%
49% Social
51%
Index 84 vs TV
Index 119 vs TV
Candidate Show
58%
42%
38%
38% Social
62%
Index 69 vs TV
Index 103 vs TV
Variety
17%
83%
18% Social
82%
82%
Index 164 vs TV
Index 168 vs TV
Political
17% Social
83%
Index 130 vs TV
Sport
Source : North&South, Top feminine & top masculine, by category, Twitter
83%
18% Social
82%
Index 125 vs TV
82%

11. Sentiment is linked to the topics more than the
programs and vary week on week
53%
11/09
La maternité trop vue
comme un hôtel ?
20%
23/10
Caméras intelligentes, une
bénédiction ou une malédiction?
45%
17/10
Pourquoi malade dans
les transports
17%
16/10
Animaux qui baignent dans le
luxe et vivent comme des humains
44%
13/10
Opération de solidarité
de la RTBF
14%
18/09
Alimentation et
faux sucres
Source : Top North&South positive&negative sentiment on Twitter, Selection broadcast = >100 messages and >50 unique users
40%
15/09
Best of international
avant le lancement de la saison 2
13%
10/11
Affaire Wesphael : l'immunité
parlementaire en question

12. North is more Social TV friendly… wrong !
Selection Sports
Because Exact same broadcast North & South











Croatie vs Belgique
Belgique vs Pays de Galles
Belgique vs Colombie
Anderlecht vs Olympiakos
Anderlecht vs Paris SG
Paris SG vs Anderlecht
IF Elfsborg vs Standard
Genk vs FC Thoune
Genk vs Rapid Vienne
Rapid Vienne vs Genk
Championnats du monde de cyclisme sur route
Total Messages
56%
VS
44%
Belgian population
Smoothing Index calculation basis
61%
VS
39%
Index
Messages/Population
92
Source : North&South, Category Sports, Messages Facebook&Twitter
VS
113

13. South is slightly more familiar with Social TV
Selection Candidate Show
Because of high similarities on North & South
Total Messages
Index
Messages/Population
33%
VS
67%
54
VS 173
94%
VS
6%
154 VS 15
79%
VS
21%
129
VS 55
57%
VS
43%
94
VS 110
Selection Political
Because of high similarities on North & South
TOTAL SELECTION
Sports, Belgium’s got talent, Politicals
Source : North&South, Category Candidate Show and Political, Messages Facebook&Twitter

14. For each show a specific community profile
Twitter
#fans ; #followers
OLD
Source : Example North&South on different broadcast, Community Facebook&Twitter
NEW
Facebook
Intermediate

15. Evolution of the community is dependent on the
maturity of the program
OLD
Twitter
NEW
Facebook
Intermediate
+15%
#fans ; #followers
+7%
+12%
+92%
+15%
+26%
+25%
+12%
+45%
+13%
+24%
Source : Example North&South on different broadcast, Community and evolution Facebook&Twitter
+26%

16. Vast majority of messages are generated on Twitter
OLD
Twitter
NEW
Facebook
Intermediate
+15%
#fans ; #followers
+7%
+12%
+92%
+15%
+26%
+25%
+12%
+45%
+13%
+24%
Source : Example North&South on different broadcast, Community and evolution Facebook&Twitter
+26%

17. Social & TV : The perfect MATCH
Tweets/minutes
Tweets/minutes
Region
Advertising
Program
(adv excluded)
Pg vs Adv
North
17
26
+52%
South
16
27
+73%
Source : North&South, Broadcast, difference between tweetw messages/minutes during program vs during advertising

18. During ads, second screen becomes first one
-38%
Programs that generate “buzz” suffer less from zapping
Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club
RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min
Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ
-58%

19. The Havas Social TV indicator
SRP : Social Rating Point
TV Reach
Social
Audience
Total Messages
=
X 100
Reach TV (20%)
Average: national 0,18
north
0,13
south 0,27
How to read SRP ?
2 SRPs = 2% of TV reach is also messaging about the show on social networks with 1 message by unique user
2 SRPs = 1% of TV reach is also messaging about the show on social networks with 2 message by unique user
Source : National, Reach 000 (20% non cum.), 15-54 year

20. Croatia - Belgium
TV Reach 20% - 842 640
TV Reach 20% - 632 609
Total messages – 6 498
Total messages – 5 751
SRP = 0,77 (av. 0,13)
Source : SRP on Sport, North&South, 15-54 year
SRP = 0,91 (av. 0,27)

21. Top SRP – North
Program
SRP
UEFA Champions League - Anderlecht vs PSG (23/10)
1,35
So you think you can dance (13/10)
1,03
WK Wielrennen Firenze (29/09)
0,84
De zevende dag (13/10)
0,78
World Cup Qualifier - Kroatië vs Belgie (11/10)
0,77
Astrid in wonderland (20/09)
0,35
De slimste mens ter wereld (31/10)
0,29
Belgium's Got Talent VTM (11/10)
0,25
Cofidis cup - Oudenaarde vs Club Brugge (25/09)
0,21
Singl3s (11/09)
0,21
Source : Top 10 North by broadcast, ranking on SRP

22. Top SRP – South
Program
SRP
UEFA Champions League - Benfica vs Anderlecht (17/09)
2,32
Championnats du monde de cyclisme sur route (29/09)
2,19
Rendez-vous Grand-Place (27/09)
2,09
Soirée CAP 48 (13/10)
1,36
Belgium's got talent (22/09)
1,10
UEFA Europa League - Standard vs Esbjerg FB (19/09)
1,02
La nouvelle star (31/10)
0,95
Qualification Coupe Du Monde - Croatie vs Belgique (11/10)
0,91
Mise au point (03/11)
0,56
Un gars, un chef (18/09)
0,40
Source : Top 10 South by broadcast, ranking on SRP

23. Mapping SRP – North (no sports)
Source : TV audience index North av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked

24. Mapping SRP – North Zoomed (no sports)
Source : TV audience index North av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked

25. Mapping SRP – South (No Sports)
Source : TV audience index South av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked

26. Mapping SRP – Zoom South (No Sports)
Source : TV audience index South av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked

27. Mapping National - Sports
Belgian’s team games generate better audiences both on Social Media & on TV
but audiences are averagely more qualified and committed for less main stream
games (cfr Cyclism & Anderlecth).
Source : TV audience index National Sports 15-54 (duplication) ; index Social audience 13+ based on #messages tracked

28. Mapping National - Categories
Sport & Candidate show are unsurprisingly over-performing in terms of audiences.
Political show are broadcasted during the day but :
Combined Audience Indicator (CAI) is as strong as for candidate shows
& Social Frequency Indicator is the strongest (2,73 mentions/unique user)
Source : TV audience index National av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked

29. Conclusion
Communities
Facebook + Twitter
Viral Impressions
Social Audience’s friends
Total Messages
Facebook & Twitter
Social
Active
Users

30. Example
Communities
Facebook + Twitter
13/10
125 207
?
4 248
2 933
Viral Impressions
Social Audience’s friends
Total Messages
Facebook & Twitter
Social
Active
Users

31. How to improve ?
Communities
Facebook + Twitter
Communities
Viral Impressions
Facebook + Twitter
Social Audience’s friends
Total Messages
Facebook & Twitter
Viral Impressions
Social Audience’s friends
Total Messages
Facebook & Twitter
Social
Active Users
Social
Active
Users

32. THANK YOU
facebook.com/HavasMediaBelgium
fr.slideshare.net/havasmediabe