1.
MEDIA OPTIMIZATION GUIDE:
SUPER BOWL EDITION
SOCIAL INTELLIGENCE REPORT

2.
MEDIA OPTIMIZATION GUIDE: SUPER BOWL EDITION
TOP CONVERSATIONS
CONTENTS
HOW TO OPTIMIZE YOUR MEDIA SPEND WITH REAL-TIME DATA
1. LEVERAGING SOCIAL DATA TO UNDERSTAND A TV SHOW’S AUDIENCE BEFORE IT AIRS
2. HOW TO USE REAL-TIME DATA TO OVERCOME A MEDIA LOCKOUT
3. HOW MEDIA BUYERS CAN REACH NFL FANS WITHOUT AN NFL MEDIA BUDGET
4. BOOST TV MARKETING WITH REAL-TIME AUDIENCE INTELLIGENCE
MEASURING THE EFFECTIVENESS OF MEDIA SPENT ON THE SUPER BOWL
1. TTOP SUPER BOWL CONVERSATION THEMES
2. TOP 10 BRANDS BY SHARE OF VOICE
3. TOP CELEBRITY ANALYSIS – SHARE OF VOICE
4. REACTION TO MADONNA’S HALF TIME SHOW
5. FACEBOOK ANALYSIS OF ADVERTISERS
6. AFTER THE GAME: NBC’S “THE VOICE
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

3.
HOW TO OPTIMIZE YOUR MEDIA SPEND WITH REAL-TIME DATA
MAKE EVERY AD PERFORM LIKE A SUPER BOWL AD
For years, networks, brands and agencies have craved better insights into audience pref-
pref
erences, habits and behaviors – especially how people engage with major events like the
Super Bowl, the Olympics, the Academy Awards and the Emmys. Marketers can do a
better job of planning event-related placements and promotions if they know who is
talking about their brand, what those people are saying and where they are having those
conversations.
Even better, how about making those insights available in real time? Well, now they are.
Three tools from Networked Insights – Audience Sync, Content Sync and Media Sync –
provide the pillars for incorporating realtime social media data into planning activities,
both for special events and ongoing marketing and advertising efforts. In this guide, we
offer a series of articles to help you understand what social data is available and how you
can use it to gain a competitive advantage – from the pre-game buildup, to the halftime
hoopla, to the post-game return to reality.
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

4.
HOW TO OPTIMIZE YOUR MEDIA SPEND WITH REAL-TIME DATA
LEVERAGING SOCIAL DATA TO UNDERSTAND A TV SHOW’S
AUDIENCE BEFORE IT AIRS
The largest advertising spend for most brands usually focuses
on TV. Companies expend tremendous effort and risk large
chunks of their marketing budget to make sure their on-air
advertising buys deliver the most reach for the dollar. Networks,
meanwhile, are staking their reputation, and putting viewer
patience on the line, every time they greenlight a new show.
This process is risky for both advertisers and networks because
the current decision-cycle model (pre-informing, optimizing and
measuring) relies on traditional metrics (like gross rating points)
and studies (such as focus groups) that are expensive, time
consuming and not always unbiased. In short, TV placement
decisions haven’t been made in real time.
With the emergence of social media, we now have access to the Through real-time audience
world’s largest focus group. Through real-time audience analy-
sis, marketers and content creators can understand the audi- analysis, marketers and
ence around a TV show before it premieres. contentcreators can
This data provides insights into audience members’ state of understand the audience
mind, discovers their interests, and measures their sentiments around a TV show before
regarding various topics. All this knowledge allows marketers to
make smarter advertising decisions and reduce the risk associ- it premieres.
ated with traditional media buying during the upfront purchasing
process.
Last May, TV analysts at Networked Insights helped several clients leverage real-time data in both buying and
selling negotiations. We started the process by using synonyms, or look-a-likes, to the proposed TV shows to
understand what it was about a show’s content that the clients liked, how involved they were with that content, and,
most importantly, who was engaging with that content. Because this data was collected in real time, our clients had
access to information the same day the new shows were officially announced. This data allowed media planners
and buyers to instantly know which new shows to avoid and which ones would guarantee them the largest reach
with their desired audiences. Sellers were able to understand which shows had more social capital, allowing them
to sell more dayparts on nontraditional shows.
For example, last year, using our Audience Sync for brand, trend and audience discovery, we predicted that
“The Playboy Club” and “Allen Gregory” would fail and that “New Girl” and “Revenge” were on the road to success.
As a result, our planner and buyer clients achieved more reach in fall 2011 with their same spend, and our sellers
had higher profit margins.
With the next upfront season rapidly approaching, and the economic downturn still a factor, the need for more
efficient media spending – and higher sales – has never been greater. Real-time analytics, Audience Sync and
Networked Insights are here to help innovators gain a competitive edge and improve performance during their
next negotiation process.
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

5.
HOW TO OPTIMIZE YOUR MEDIA SPEND WITH REAL-TIME DATA
HOW TO USE REAL-TIME DATATO OVERCOME A MEDIA LOCKOUT
As brands embrace
more adaptive marketing
techniques, consumer
data in social media will
become a beacon for
many marketing deci-
sions.
Telecasts of big events like the Super Bowl, NFL Playoffs, Academy Awards, Olympic Games, Final Four and Bowl
Championship Series deliver premium audiences with maximum reach. But what happens if your competitor has
purchased the entire advertising inventory for your category and locked you out?
Media lockouts are common among large-scale event-based broadcasts because they capture the largest TV
audiences. Many brands are effectively locked out from the start because they can’t match the media budgets of
larger competitors. For locked-out companies, embracing creative techniques to uncover alternative media
options is essential. The good news in today’s fragmented media landscape is that your brand can navigate
around a lockout if you tap into the media consumption trends of your target audience. The challenge is to
develop a plan to reach this audience that is grounded in consumer behavior rather than gut-based decisions.
Networked Insights’ analysts helped one of our clients and its media agency develop a plan to end-run a high-
profile lockout during a critical product launch. The well-known consumer electronics brand was trying to reach a
premium sports audience, but a competing advertiser had locked it out of a major televised sports series. To help
our client find another route to reaching the same target audience, we conducted social media analytics across a
global audience to determine what shows the target audience watches and engages with during halftime or after
the locked-out game. The information we uncovered enabled the client to pay lower rates for shows delivering
the same or greater target rating points within its sports audience than the locked-out sports series.
Networked Insights has helped brands facing both event-specific and perpetual lockouts. Our Media Sync taps
into social media channels to unearth the real-time media consumption trends of target consumers. As brands
embrace more adaptive marketing techniques, consumer data in social media will become a beacon for many
marketing decisions. Today only the most creative, resourceful and forward-thinking companies incorporate real-
time data into their decision making. As access to real-time consumer data grows, others are bound to join them.
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

6.
HOW TO OPTIMIZE YOUR MEDIA SPEND WITH REAL-TIME DATA
HOW MEDIA BUYERS CAN REACH NFLFANS
WITHOUT AN NFL MEDIA BUDGET
5 shows
to reach sports fans
with the same spend
Today’s fragmented media landscape means advertisers can no longer
select the TV shows with the most reach and call it a day. Your target audi-
ence is now scattered across broadcast, cable and online media properties.
And it’s consuming digital content while viewing traditional programming.
These trends are making the media buyer’s job exponentially harder.
National Football League broadcasts deliver a premium audience and
provide an opportunity to reach many people at one time. But a downside
for advertisers is the cost associated with adhering to mass-marketing tech-
niques. As media has evolved, so too have the behaviors of the audience.
How can brands and agencies keep up with target consumers who appear
to have better technology than the marketers trying to connect with them??
TV analysts from Networked Insights examined shows that NFL fans discuss
across the social web to identify more economical alternatives for reaching
the big game’s audience. Shows like “Fringe,” “The Office,” “Community,”
“The Simpsons” and “Family Guy” were among the most mentioned. For
brands and media buyers, this discovery supports more informed decision
making. The result is a more efficient media plan that maximizes the effec-
tiveness of your spend.
Staying in sync with the media choices of your target audience enables you
to know with certainty that your message is being delivered. Networked
Insights’ Media Sync enables networks, brands and agencies to leverage
real-time data to uncover where their audience is consuming media. Pairing
Media Sync with our Content Sync, which taps real-time data to better
understand target audiences, eliminates much of the marketing guesswork,
enabling you to deliver relevant content to target audiences where they’re
consuming media. As companies adapt to more agile marketing tech-
niques, real-time consumer data will be the compass that guides decision
making from launch into the “always-on” marketing world where more and
more brands live. The ability to leverage social data to improve decisions
acrossthe enterprise will distinguish elite companies in the 21st century.
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

7.
HOW TO OPTIMIZE YOUR MEDIA SPEND WITH REAL-TIME DATA
BOOST TV MARKETING WITH REAL-TIME AUDIENCE INTELLIGENCE
Social media has proven to be a powerful tool that creates Staying in sync with your
a real-time feedback loop between brands and consumers.
Companies of all types are adapting business processes audience has never been
for customer service, consumer research and marketing to more vital for entertainment
include social data. TV and cable networks are perhaps the
most creative in such experimentation, integrating social
marketers.
media into broadcasts or programs themselves. Networks are
also using social media to better understand audience trends,
employing real-time data to inform content creation and show
marketing.
A major network engaged Networked Insights to help it use
social media to grow an audience before a television series
premiere. The network quickly discovered that its measure-
ment tools and perception of community management in
social media extended only to its owned web properties.
This self-focused point of view is not uncommon because
it’s shaped by the technology an organization can access and
control. However, this limitation has to be overcome to truly
understand an audience across the social web.
As the show premiered and entered its first few weeks, our
project to maximize the network’s social media audience
quickly became a real-time feedback loop that informed many
decisions. Two significant examples – one related to content
creation and the other to marketing – demonstrate the power
of a network in sync with its audience. First, the insights gath-
ered from social data allowed show producers to instantly
understand the reac tins of viewers and alter postproduction
techniques to eliminate dissonant moments that were imped-
ing the audience’s suspension of disbelief. Second, social
data took the guesswork out of show marketing by revealing
the characters and plotlines that were resonating with view-
ers.
Networked Insights is transforming the
Staying in sync with your audience has never been more vital way companies make marketing decisions.
for entertain ment marketers, who frequently operate Our technology uncovers real audience
in condensed marketing cycles. Using analytics and technol- interests that brands use to sync with their
ogy to tap into audience trends can enhance the preproduc- customers. The result is optimal marketing
tion process and improve critical marketing decisions spend. Customers like MTV, Samsung,
concerning a TV show’s launch. Kraft, RIM, MillerCoors, Group M, MediaBrands,
Starcom and Mediavest use Networked
Real-time data changes the mission for companies that Insights to help them improve media
embrace agile marketing techniques. Companies no longer efficiency, reveal content opportunities and
need to ask how they can gather quality audience data. inform marketing decisions. Networked
Instead, they can channel the voice of the consumer across Insights has offices in New York, Chicago,
Toronto and Madison, Wisconsin. Please visit
social media and integrate that data into their TV marketing
www.networkedinsights.com for more
decision making process. information.
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

8.
SOCIAL MEDIA MEASUREMENT AND ANALYTICS OF BRANDS,
COMMERCIALS & FANS
CONTENTS
Top Super
Bowl
Themes
Without being a high-scoring
game, and no successful
hail-mary’s at the last minute the
game itself was not the most
exciting for social viewers.
Instead we see conversations
around the commercials and the
Madonna halftime show taking
home the MVP awards for top
themes.
42% of the conversation was about
the commercials
of the conversation was about
32% the Madonna/Halftime Show
of the conversation was about
15% Tom Brady (and how attractive his
wife is – this is the Internet after all)
4% of the conversation was
about Eli Manning
2% of the conversation was about
The Giants winning
of the conversation was about
0.5% Victor Cruze and his “salsa” moves
of the conversation was about
0.3% Bradshaw and his attempt to sit
down on the field
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

9.
SOCIAL MEDIA MEASUREMENT AND ANALYTICS OF BRANDS,
COMMERCIALS & FANS
TOP 10 BRANDS BY SHARE OF VOICE
Using social data analytics we're able to identify in real-time which ads viewers loved the most and which
brands really won the Super Bowl.
TITLE SHARE ADVERTISER
1 “SLING BABY” 14% DORITOS
2 “ETERNAL OPTIMISM” 13% BUDWEISER
3 “POLAR BEARS” 11% COKE
4 “FIT FOR A KING” 8% PEPSI
5 “SEINFELD VS LENO” 6% ACURA
6 “HEAVEN” 5% GODADDY
7 “STREET PARTY” 5% SAMSUNG
8 “BECKHAM” 4% H&M
9 “VAMPIRE” 3% AUDI
10 “DREAM CAR” 3% KIA
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

10.
SOCIAL MEDIA MEASUREMENT AND ANALYTICS OF BRANDS,
COMMERCIALS & FANS
TOP 10 BRANDS BY SHARE OF VOICE
Below are deeper insights into a few select ads to better understand what and why viewers were
compelled to talk about them.
Bud Light Platinum – as the latest product from Ab-inbev, and one of
the largest advertisers of the Super Bowl, this beer was predicted to
make some noise. However the social reaction to this beer was very
mixed (+5%, -4% sentiment):
9% of the conversation was from individuals who’ve already
tried the beer and did not enjoy the flavor
23% was about how they need to try it out
1% of the conversation directly compared it to Crystal Pepsi
(and not in a fun retro way)
GoDaddy.co – featuring Pussycat Dolls, bodypaint, and QR codes,
GoDaddy’s launch of its new “.co” domain name puzzles many with
yet another of their overly sexual commercials. The way several
viewers position this is that GoDaddy “never fails to disappoint”
(+3%, -20% sentiment):
13% of the conversation is about how these are terrible
ads and GoDaddy needs to stop making them
8% of the conversation is inquiring whether or not GoDaddy
is a porn site
4% of the conversation is about people who are confused
about what GoDaddy actually sells
Audi S7: The Vampire Slayer – overall this ad was well received by
viewers (+34%, -10% sentiment). Most of the comments were just
about how “sick” the car looked and a much smaller percentage
were actually about the vampires. The only negative things that
viewers had to say about the ad were about how they’re so tired
of seeing vampires all over the place:
21% of the conversation was about the ad featuring vampires
17% of the conversation actually used the ad’s promoted hashtag
“#SoLongVampires”
6% of the conversation was about the LED headlights advertised
2% of the conversation was about people complaining that they
were suffering from vampire fatigue
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

11.
SOCIAL MEDIA MEASUREMENT AND ANALYTICS OF BRANDS,
COMMERCIALS & FANS
TOP 5 CELEBRITY ENDORSEMENTS
Placing celebrities in your Super Bowl ads has always been a popular strategy, and on a certain level a risky one.
Risky in sense that the celebrity’s presence is unlikely to provide a brand with a positive lift in conversation, and
usually ends up better serving their own brand.
In this Super Bowl all the top celebrities did help their brands overall but a few were outstanding. David Beckham
and The Darkness were great brand endorsers. Beckham earned praise while putting H&M in the top 10 brands,
and The Darkness had great synergy with the Samsung ad since the tech brand and the band were very strongly
associated with each other.
Adriana Lima on the other was a little less helpful based upon how softly the Teleflora ad was received and
affected her conversation in the KIA ad which appeared much later on in the evening. While brands did benefit
from her presence, her own personal brand really benefited the most from the dual appearances. John Stamos
also was a spotlight hog as his conversation blew Dannon’s out of the water, and social viewers commented more
on Stamos’s appearance rather than the yogurt he was pushing.
Clint Eastwood had the most interesting performance out of
the bunch because Chrysler seems to be making a habit out of
selling Detroit’s revival over their own brand (in 2011 they
featured Eminem). In social conversation this ad was perceived
by many like a Clint Eastwood PSA for Detroit, and his conver-
sation was 3x more than Chrysler. Clint was still a great pick for
a brand endorser in the sense that Chrysler actually built a lot
of positive brand reputation with him rather than a throw-away
celebrity like John Stamos or Adriana Lima.
CELEBRITY % SHARE OF VOICE % NET SENTIMENT COMMENTS
4x more conversation
1 39% 23% than H&M
David Beckham (H&M)
3x more conversation
2 21% 9% than Chrysler
Clint Eastwood (Chrysler)
Slightly less
conversation than
3 11% 28% Samsung
David Beckham (H&M)
4x more conversation
4 9% 21% than Dannon
The Darkness (Samsung)
2.5x more conversation
than Teleflora Slightly
5 7% 31% less conversation than
Adrianna Lima (Teleflore & KIA)
KIA
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

12.
SOCIAL MEDIA MEASUREMENT AND ANALYTICS OF BRANDS,
COMMERCIALS & FANS
WHICH MUSICAL ARTISTS DO SUPER BOWL FANS REALLY WANT
TO SEE AND HEAR AT HALFTIME?
What sports
fans are saying:
Many people consider the National Football League’s choice of
Madonna to headline the 2012 Super Bowl halftime show as, well,
curious. It’s been more than 20 years since the artist released her land-
mark albums “Like A Virgin,” “True Blue” and “Like a Prayer.” Of course,
a lot of music fans think artists from the 80s are timeless. Just the same,
we thought we’d explore which acts sports fans talk about most in social
- media to see if there might have been a better fit.
Audience analysis is a key, unique aspect of Networked Insights’ social
media analytics. In this case, we created an audience based on the
people talking about the Super Bowl across all social channels. By
analyzing their comments, we were able to uncover the musical acts
they most discussed. We also looked at conversations around Madonna
to see how well sports fans received the news of her appearance.
+ Using our proprietary real-time analytics and topic discovery engine, we
learned that the most desired halftime acts are performers famous for
rocking the stadium, especially bands with a front man. The Foo Fight-
ers were the unanimous top choice, with Hank Williams Jr., Tom Petty
and Peter Frampton also mentioned.
Super Bowl fans were less than kind toward the Material Girl, however.
Many feel Madonna is past her prime, and showcasing her is a desper-
ate attempt to appeal to an older female audience. Of the posts we
+ uncovered, the measurable sentiment was 41 percent negative in
nature, while only 3 percent were positive.
To avoid such blowback, Networked Insights uses Content Sync to help
networks, brands and agencies leverage real-time data to better under-
stand their target audiences. Staying in sync with your audience allows
you to uncover trends and insights that can improve marketing deci-
sions. Content Sync helps eliminate guesswork or gut-based decisions
on product placement and celebrity endorsement by allowing your
+ audience to drive decision making.
Had the NFL tapped its audience for insight into who should perform at
halftime, the result would have been a halftime show that increased
social buzz and viewership – in other words, a can’t miss, must-watch
Super Bowlexperience aligned with the desires of its target audience.
+
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

13.
SOCIAL MEDIA MEASUREMENT AND ANALYTICS OF BRANDS,
COMMERCIALS & FANS
MADONNA’S HALF-TIME PERFORMANCE
Overall Madonna’s halftime performance
was received with many mixed reviews
(+28%, -21% sentiment). The majority of
comments/reactions from social viewers
were typically short and just about
Madonna. The big winners here were actu-
ally the artists that shared the stage with
Madonna, and were not negatively affected
by Madonna’s polarizing personality.
7% was about Nicki Minaj’s performance (+26% net
sentiment), they just couldn’t get enough of her
6% was about LFMAO’s performance (+14% net
sentiment), particularly about when one of the
band members starting to “vogue”
4% was about Cee-Lo Green’s performance (+6%
net sentiment), but a number of people find his
very white teeth a bit off-setting
3% was about MIA’s performance (+6% net sentiment),
Nicki totally stole the spotlight from MIA, but viewers
would love to see more collaborations between just
the two of them in the future
1% was about Vogue/Voguing (+8% net sentiment).
Even though there were many that argued that Vogue
is not an appropriate Super Bowl song (and these are
clearly from the Super Bowl fans that had earlier
grumbled about the decision to get Madonna), others
were very happy with the novelty of it all. Novelty in the
sense that many social viewers were too young to see
Madonna originally perform Vogue live.
2% was about Madonna’s final message #WorldPeace (-12% net sentiment). While there were many that
passed on this sentiment, there were more individuals making snarky comments about how Madonna was
“blown up” for world peace, or how it just felt tacked on at the end without being a fully explained theme
2% was about Madonna’s appearance (0% net sentiment). There was a lot of mixed sentiment around this topic
as there were many who thought that Madonna had a killer body for her age, but than there were others who
talked sarcastically about her appearance and felt that her overly “veiny” arms were scary
1% was about “Like a Prayer” (+11% net sentiment). Those viewers who were Madonna fans loved that she
played this
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

14.
SOCIAL MEDIA MEASUREMENT AND ANALYTICS OF BRANDS,
COMMERCIALS & FANS
FACEBOOK ADVERTISING ANALYSIS
Beyond mentions from brand advocates, detractors, and view-
ers who enjoyed the Super Bowl commercials, how do brands
benefit from Super Bowl Advertising in social media? Facebook
fan growth is a key metric. Similar to acquiring contact informa-
tion in direct or email marketing, a Facebook Like allows brands
the ability to serve messages in news feed.
Analysts at Networked Insights measured the brands with the
largest percentage increase and total number of fan growth
over Super Bowl Weekend.
TOP 10 BRANDS BY OVERALL GROWTH TOP 10 BRANDS BY OVERALL FAN GROWTH
RANK ADVERTISER # OF NEW FANS RANK ADVERTISER # OF NEW FANS
1 HISTORY CHANNEL 16% 1 COKE 683,961
2 TELEFLORA 11% 2 BMW 245,953
3 DORITOS 9% 3 DORITOS 234,440
4 TOYOTA 7% 4 H&M 206,233
5 BRIDGESTONE 6% 5 PEPSI 171,835
6 CAREERBUILDER 6% 6 AUDI 127,430
7 CHEVY 6% 7 BUD LIGHT PLATINUM 125,667
8 BUD LIGHT PLATINUM 5% 8 M&M’S 96,881
9 LEXUS 4% 9 SAMSUNG 72,238
10 CADILLAC 4% 10 KIA 51,717
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

15.
SOCIAL MEDIA MEASUREMENT AND ANALYTICS OF BRANDS,
COMMERCIALS & FANS
RETAINING YOUR REACHWITH NBC’S “THE VOICE”
Every year the Super Bowl draws millions of viewers to what is arguably
America’s grandest event. Along with the game itself, the spectacle encom-
passes both pre-game programming and the “lead-out” show that airs
immediately following the post-game festivities. Media sellers promote
the before and after slots to advertisers as valuable brand opportunities.
However, for media buyers and brand managers, the benefits gained have
to justify the costs.
One factor in determining whether such buys are worth it is knowing that
you’re reaching your desired audience. But gathering audience intelligence
beyond traditional demographics is an expensive and time-consuming
process – an exercise that only adds cost to what is already the largest ad
spend of the year..
One way to save money and still achieve optimum reach is to advertise on
the lead-out show. While trending toward family-friendly programming,
“The Voice” was last lead-out shows have historically retained a good share of viewers from the
Super Bowl. Last year, the lead-out show was “Glee.” Two years ago, it was
summer’s breakout “Undercover Boss.” This year, it will be the first episode of a new season of
hit because of its “The Voice.”
social TV integrations “The Voice” was last summer’s breakout hit, largely because of its social TV
that connected all integrations that connected all the judges, performers and viewers in a
real-time feedback loop. This real-time conversation enabled many second-
the judges, perform- screen experiences for viewer interaction, on Twitter and beyond. At the
ers and viewers in a same time, these experiences opened up even more opportunities for
brands to integrate with and obtain significant reach.
real-time feedback
loop. Both in raw numbers and from a social media perspective, “The Voice”
shows promise as a cost-effective opportunity. But is it in sync with your
desired audience? Networked Insights’ Audience Sync uses proprietary
realtime analytics and topic discovery tools to show you who is talking
about your product or service across the entire social web. Audience Sync
can also slice those same conversations in real time based on consumer
traits, hobbies and behaviors, breaking audiences into segments such as
“extreme gamers,” “moms” and “millennials.”
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

16.
SOCIAL MEDIA MEASUREMENT AND ANALYTICS OF BRANDS,
COMMERCIALS & FANS
RETAINING YOUR REACH WITH NBC’S “THE VOICE”(CONT’D)
TV fans identified as millennials and
moms, particularly those who watch
“American Idol,” contributed the largest
share of conversations.
To demonstrate some of the counterintuitive insights this process can discover, we put “The Voice” through
Audience Sync. The top results were predictable. TV fans identified as millennials and moms, particularly those
who watch “American Idol,” contributed the largest share of conversations. Expectedly, both groups are target
fans for “The Voice.” However, surprising conversations came from sports fans, not only of football but also
tennis and NASCAR, as well as gamers. All of them like Cee Lo Green, one of the show’s judges.
Who’s Talking?
16% 61%
Moms Millennials
Audience Sync offers many other opportunities to
increase your knowledge in real time of how your audi-
ence behaves and interacts socially. This capability also
7% allows you to optimize your strategies for buying (are you
truly reaching who you want?) or selling (are there unex-
Gamers pected audiences that open the door to nonconventional
brand sponsorships?). You can use this rich data to
understand your online consumers. Or, if you don’t, your
competitors will.
3%
Sports
fans
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

17.
SOCIAL MEDIA MEASUREMENT AND ANALYTICS OF BRANDS,
COMMERCIALS & FANS
AFTER THE GAME: THE VOICE
CONVERSATIONS
14,376,778 TOTAL IMPRESSIONS
7,000,000
6,000,000
(2/6/12)- Season 2 premiere; Betty White also appears
5,000,000 in a promo for the show during the Super Bowl
4,000,000
3,000,000
2,000,000
1,000,000
0
30% 8% 62%
“Christina, put your boobs away chil-
RECOMMENDATIONS dren watch this show. #thevoice”
- Twitter.com/_faithberry
Christina is reflected in social conversations as a polarizing celebrity, a
“They were all fighting over him
deeper dive into understanding what audience is driving her positively and it was touch and go there for awhile.
trending conversations would be recommended before pursuing her as What with Cee Lo calling him “brother”,
a brand endorser Xtina accusing Cee Lo of playing up the
fact that they are the same color and
then Cee Lo letting her know, “We’re all
Blake Shelton appears to have one of the stronger, positively trending, the same color when the lights are out,
fan-bases in the show, and would be a safer choice as brand endorser Christina.” Ha! True, true.”
- 3kidsandabreakdown.com
“I LOVE the Voice. Blake Shelton is such
a hottie!”
- Weightwatchers.com
THEMES (AROUND THE PREMIERE)
28% 23% 12%
“X-TINA” AGUILARA QUOTES AND OPINIONS THE VOICE IS BETTER
Out of all the judges/ mentors Viewers liked to recap to each THAN AMERICAN IDOL
Christina claims the largest other their favorite parts of Within TV genres (particularly in
share of the conversation, every episode – in the premiere unscripted programming) there
primarily because she’s so the highlights with social view- is always an overlap in audi-
polarizing to individuals – ers were the talented singing of ences, but it’s a particularly posi-
some think that she’s very Chris Mann, and Cee-lo quip- tive sign to see in a TV show
attractive, while others wish ping about racial equality strong fan advocacy
that she would just disappear
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

18.
NETWORKED INSIGHTS
ABOUT US
ABOUT US
Networked Insights is transforming the way companies make marketing investments by informing decisions
with real-time consumer data. Our enterprise-level analytics platform uncovers audience interests that brands
use to stay in-sync with their customers. The result is discovering the minimal effective amount of spend.
A MARKETING DECISIONS PLATFORM
SocialSense is Networked Insights' real-time analytics platform that enables marketing professionals to rapidly
leverage the social web to develop customer-centric strategies. It is a quick and powerful way to make data-
driven marketing decisions informed by real-time consumer insights.
A TRACK RECORD OF INNOVATION AND RESULTS
In 2012, Networked Insights was name one of world’s 50 “Most Innovative Companies” by Fast Company and
was declared as “unrivaled in socially informed media planning and buying” by Forrester Research. Customers
like MTV, Samsung, Kraft, RIM, MillerCoors, Group M, MediaBrands, Starcom and Mediavest use Networked
Insights to help them improve media efficiency, reveal content opportunities, and discover new audiences.
Questions about this report? Interested in
learning how to start translating real-time
insights into action?
Contact us
646-545-3900
hello@networkedinsights.com
www.networkedinsights.com
@netinsights
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED