Split attention is a major problem for TV producers - what should they do about it? - Slides propose an approach based on existing viewer behaviour - Lots of examples from TV, and a case study on The X Factor app - I gave this talk at Loughborough on 22/10/13

1. le
The Biggest Prob
m In TV
Todd Green / Loughborough / Oct 2013 / @mediademicblog

2. What’s the biggest problem in TV right now?
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3. Split
attention
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4. There’s a lot of competition for attention
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5. hBp://ben-­‐evans.com/benedictevans/2013/10/4/children-­‐and-­‐devices
And it’s only going to get tougher
Over
70%
of
15
year
olds
have
a
smartphone,
and
over
half
of
13
year
olds
Tablets
for
kids
are
mostly
shared
but
access
(at
home)
is
50%
aged
15
@mediademicblog

6. So, what’s the plan for producers?
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7. 1. Measure what’s happening
2. Match existing behaviours
3. Learn from the best
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8. 1.
Measure what’s happening
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9. 1983: Very little data available
hBp://www.youtube.com/watch?v=zmsLYxBNWCo#t=2m42s
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10. 2013: Creativity can be measured
%viewers
watching at a
given moment
during the video
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11. How can we measure stuff in TV in 2013?
What
data
is
available?
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12. Data in TV: BARB ratings
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13. Data in TV: Facebook
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14. Data in TV: Twitter
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15. Data in TV: YouTube
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16. Data in TV: Catch-up services
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17. Data in TV: Streaming services
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18. Data in TV: Second-screen apps
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19. Data in TV: Multiple connected services
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20. What types of data are available for TV?
KPIs
Interactions
Metadata
Behaviours
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21. What types of data are available for TV?
KPIs
Interactions
Ratings, views, viewers, £,
sessions, ads served,
registrations…
@s, #s, SMSs, votes, emails,
applications, taps, buzzes…
Metadata
Behaviours
Show descriptions (types/actors/
run time), consumer profiles,
external reference points…
Funnels, drop-offs, CTR,
conversions, shares…
@mediademicblog

22. What kinds of measurements to these data sources give us?
KPIs
Interactions
How much do people watch?
How engaged are our viewers?
Metadata
Behaviours
How do we improve discovery
and retention?
What are people actually doing
with what we give them?
@mediademicblog

23. 2.
Match existing behaviours
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24. TV execs want it to be like this…
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25. … but the reality is often more like this
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26. … or even like this
Thanks
for
the
image:
hBp://storytechlife.com
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27. hBp://www.nielsen.com/us/en/newswire/2013/acUon-­‐figures-­‐-­‐how-­‐second-­‐screens-­‐are-­‐transforming-­‐tv-­‐viewing.html
What are people actually doing while watching TV?
@mediademicblog

28. hBp://www.nielsen.com/us/en/newswire/2013/acUon-­‐figures-­‐-­‐how-­‐second-­‐screens-­‐are-­‐transforming-­‐tv-­‐viewing.html
Good news! Some of these things relate to the TV!
@mediademicblog

29. Four types of second screen behaviours that relate to TV shows
Chat more
Know more
Watch more
Play more
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30. Chat more = Social apps
With the show
With the stars
With other viewers
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31. Know more = Data apps
More info
Data visualisations
Data as content
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32. Watch more = Bonus apps
More video
Organic extensions
Extend the story
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33. Play more = Participation apps
Play along
Play anytime
Editorial impact
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34. Match existing second screen behaviours
Chat more
Know more
Social apps
Data apps
Watch more
Play more
Bonus apps
Participation apps
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35. 3.
Learn from the best :)
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36. Case study: The X Factor UK app
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37. 1. Twitter for acquisition
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38. 2. Fifth Judge / Quizzes / Polling for retention
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39. 3. Voting / Sponsorship for monetisation
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40. ARM funnel
Hear about the show
Watch
Watch again
Emotional involvement
Social participation
Vote
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41. ARM funnel
Hear about the show
Acquisition
Watch
Watch again
Emotional involvement
Retention
Social participation
Vote
Monetisation
@mediademicblog

42. ARM funnel
Acquisition
Retention
Monetisation
@mediademicblog

43. So, what’s the plan for producers?
@mediademicblog

44. 1. Measure what’s happening
2. Match existing behaviours
3. Learn from the best
@mediademicblog

45. le
The Biggest Prob
m In TV
Todd Green / Loughborough / Oct 2013 / @mediademicblog