tuitele - one year of social tv in spain

ONE YEAR OF

SEPTEMBER 2012 – AUGUST 2013

IN SPAIN

SOCIAL TV

www.tuitele.tv · twitter.com/tuiteletv

Contact:

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Email: [email protected]: @tuiteletv

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

INDEX

3

01

02 02.102.202.3

03

INTRODUCTION

TV SHOWS

WHAT’S NEW ABOUT SOCIAL TV ANALYTICS?

THE FIGURESSOCIAL TV RANKINGSSOCIAL TV IS ABOUT SENTIMENT

03.103.203.3

THE FIGURESSOCIAL TV AND COMMERCIAL BREAKSSOCIAL TV ANALYTICS TO MEASURE ADVERTISING EFFECTIVENESS

ADVERTISING

04 WHAT’S NEXT FOR SOCIAL TV IN SPAIN?

TUITELE | One year of Social TV in Spain

INTRODUCTION01

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

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

SEPTEMBER 2012Social viewers:600,000

AUGUST 2013Social viewers:1,500,000

INTRODUCTION

05

One year of Social TV in Spain | TUITELE


2.1. THE FIGURES

TV SHOWS02

32%

67%

61% 39%

06

Source: Comscore. Tuitele

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

of Twitter’s accounts in Spain

are men

are women

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


DEVICE

TRENDS

52.6%iPad

20.3% 12.6% 12.2% 1.8% 0.3% 0.2%Android Laptop -

DesktopWindows Phone

OthersBlackberry iPhone

Unique users

Comments

20132012

07

July

JuneMayAp

r.Mar.Fe

b.Ja

n.Dec

.Au

g.Nov

.Oct.

Sept

.

1,132,025

6,364,744

589,058

2,474,348

747,689

3,380,637

734,562

3,610,250

856,332

4,474,490

1,539,920

8,838,532

770,829

4,337,315

844,484

4,402,176

1,415,569

7,944,656

743,867

3,578,207

1,190,263

6,836,037

1,062,862

5,524,535

Source: Tuitele


TOP 10 OF SOCIAL TV SHOWS

Show Network Unique Users (average per episode)

Comments (average per episode)

Users(all episodes)

Comments(all episodes)

Comments per unique user

La Voz 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

Gandía Shore MTV 35,811 59,149 572,979 946,389 1.6

Tu cara me suena Antena 3 33,618 77,696 571,499 1,320,838 2.3

¿Quién quiere casarse con mi hijo? Cuatro 24,812 57,743 223,308 519,687 2.3

Show Network % Positive % Negative % Neutral % men % women

La Voz Telecinco 19.9 12.3 67.8 43.4 56.6

Gran Hermano Catorce 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

Gandía Shore MTV 13.2 14.1 72.7 53.6 46.4

Tu cara me suena Antena 3 23.3 11.1 65.6 48.7 51.3

¿Quién quiere casarse con mi hijo? Cuatro 15.6 13.6 70.7 49.0 51.0

08

2.2. SOCIAL TV RANKINGS

Source: 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

Copa del Rey (Final: R. Madrid - Atl. de Madrid) La1 17/05/13 190,610 418,405 74.2 25.8

Gran Hermano Catorce 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

Gran Hermano Catorce 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

Supercopa de España (Barça - Atlético) 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

Splash! Famosos al agua Antena 3 04/03/13 137,444 318,738 65.5 34.5

Supercopa de España (Atlético - Barça) La 1 / TV3 21/08/13 132,322 308,787 79.2 20.8

Un príncipe para Corina Cuatro 08/07/13 129,169 316,109 54.2 45.9

Trofeo Santiago Bernabéu (R. Madrid - Al Sadd) Antena 3 22/08/13 122,798 289,535 76.4 23.6

Premios Goya La1 17/02/13 121,755 398,551 55.7 44.3

09

Source: Tuitele


Cultural shows / Children’s series / Others

Special news / News / Documentaries

Contests

Music shows

Reporters shows

Ceremonies

Coaching shows

Magazines

Comedy shows

Foreign series

Docushow

Current affairs shows

Sports shows

Reality shows

Docurealitys

Talent shows

10

TOP SOCIAL TV GENRES

Sports broadcasting

Talk Shows

Movies

Spanish series

14.0%

12.4%9.3%

7.1%8.7%

7.3%

22.4%

23.5%

Comments

Unique users

Source: Tuitele

>2%

2.1 %

2.3 %

2.3 %

2.8 %

2.8%

4.3%

7.2

%

7.5%

7.9%

>2%

2 % 1.7 % 1.7 %

2.7 %

3.2%

3.6

%

10.7

%

7.5%

9.9%


11

TOP SOCIAL TV NETWORKS

SPANISH SERIES

Antena 3TelecincoLa1Otras

47.7%

44.0%

6.3%

2.0%

51.9%

40.2%

5.6%

2.3%

MOVIES

Antena 3La1CuatrolaSextalaSexta3Paramount Ch.TelecincoOtras

44.4%

14.5%

12.4%

9.3%

6.5%

3.5%

2.3%

7.0%

48.6%

13.6%

11.6%

9.4%

5.7%

3.0%

2.0%

6.1%

REALITYS

TelecincoMTVCuatroAntena 3Otras

46.2%

21.1%

20.9%

6.7%

5.1%

55.7%

13.6%

19.7%

5.9%

5.0%

TALENT SHOWS

TelecincoAntena 3La1Otras

60.0%

28.9%

10.9%

0.2%

60.3%

28.7%

10.8%

0.2%

Source: Tuitele


12

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.

2.3. SOCIAL TV IS ABOUT SENTIMENT

13



14

GRAN HERMANO CATORCE FINALE – JUNE 18 2013

SPLASH! FAMOSOS AL AGUA PREMIERE – MARCH 4 2013

2.6%Insults

20.8% 22.6% 34.5% 5.5% 3.3% 0.3% 10.4%Sadness Laughs Expectation Disappointment JoyCriticism Admiration

1.4% 43.1% 13.8% 24.9% 5.6% 3.0% 0.2% 8.0%

22:00 Show starts22:30 Raki is thrown out22:59 Desi is thrown out00:17 Susana is the winner

22:40 Show starts23:31 Toñi Salazar jumps and following criticized by member of jury Anna Tarrés00:34 Falete jumps

4,500

4,000

3,500

3,000

2,500

2,000

1,500

1,000

500

0

1,800

1,600

1,400

1,200

1,000

800

600

400

200

0

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

22:40 23:31 00:34

Source: Tuitele

InsultsSadness Laughs Expectation Disappointment JoyCriticism Admiration


15

MASTERCHEFFINALE – JULY 2 2013

EL BARCOFINALE – FEBRUARY 21 2013

4.4% 15.2% 11.0% 48.2% 1.6% 4.8% 0.1% 14.7%

12.1% 20.8% 25.2% 22.3% 6.6% 2.8% 1.0% 9.1%

22:44 Episode starts22:55 Ulises, character played by Mario Casas, is back00:34 Mario Casas’ character is shot and apparently dead00:46 Episode ends with the final phrase “it has begun again”

22:30 Show starts23:34 Fabián is out of the final00:32 Juan Manuel is the winner

3,000

2,500

2,000

1,500

1,000

500

0

2,500

2,000

1,500

1,000

500

0

22:30 23:34 00:32

22:44 00:3422:55 00:46

Source: Tuitele




3.1. THE FIGURES (BETWEEN JULY AND AUGUST 2013)

03

DEVICE

40.4%iPad

30.6% 16.0% 9.8% 2.5% 0.6% 0.1%Android Laptop -


OthersiPhone Blackberry

16

3,070,000

68% aremen 32% are

women

53% of Twitter’s accounts in Spain

unique Twitter users have tweeted about a brand

ADVERTISING

Source: Comscore, Tuitele


DEVICE

53.6%iPad

23.7% 13.9% 6.1% 2.1% 0.5% 0.1%Android Laptop -


OthersiPhone Blackberry

17

234,000

64% aremen 36% are

women

unique Twitter users have tweet about ads seen on TV

Source: Tuitele

8% of unique users who tweeted about a brand


18

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.

3.2. SOCIAL TV AND COMMERCIAL BREAKS


19

LA VOZ – FINALE DECEMBER 19 2012

Commercial breakCommentsViewers (000)

Start8,000

7,000

6,000

5,000

4,000

3,000

2,000

1,000

0

End

SALVADOS – DEDOCRACIANOVEMBER 11 2012

Commercial breakCommentsViewers (000)

800

700

600

500

400

300

200

100

0

Start

Secretary runs outof answers

Firefihgter on strikephone call

(1)

(1)

(2)

(2) End

21:3

021:3

821:4

621:5

422:0

222:1

022:1

822:2

622:3

422:4

222:5

022:5

823:0

623:1

423:2

223:3

023:3

823:4

623:5

400:0

200:1

000:1

800:2

600:3

400:4

200:5

000:5

801:0

601:1

401:2

201:3

001:3

801:4

601:5

402:0

202:1

0

21:0

0

21:0

3

21:0

6

21:0

9

21:1

2

21:1

5

21:1

8

21:2

1

21:2

4

21:2

7

21:3

0

21:3

3

21:3

6

21:3

9

21:4

2

21:4

5

21:4

8

21:5

1

21:5

4

21:5

7

22:0

0

22:0

3

22:0

6

22:0

9

22:1

2

22:1

5

22:1

8

22:2

1

22:2

4

22:2

7

22:3

0

22:3

3

Source: Kantar Media, 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

21



TV AND TWITTER INTEGRATIONVOLKSWAGEN GOLF GTI

22

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.

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 “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.

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.

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

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”

Source: Tuitele


23

(1)

(2)

(3)

SPOTS INTEGRATIONHOUR ANALYSIS JUNE 9 2013

GRPS

Tweets VW Golf no ads

Airing on Telecinco, Roland Garros, high social audience show

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

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

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

Grps in showmidsocial + promotweet

Grps in showmidsocial + promotweet

Grps in showhighsocial + promotweet

Showlowsocial

Showhighsocial

Showmidsocial

Grps in showhighsocial + promotweet

Grps in showlowsocial + promotweet

Showlowsocial + promotweet

Grps in showhighsocial

Grps in showmidsocial

Grps in showlowsocial

No ads aired

VW GOLF BUZZ AVERAGE PER HOUR JUNE 8 TO 24 2013

CAMPAIGN EFFECTIVENESSJUNE 8 TO 24 2013

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

(1) (2)

(3)03:0

0

04:0

0

05:0

0

06:0

0

07:0

0

08:0

0

09:0

0

10:0

0

11:0

0

12:0

0

13:0

0

14:0

0

15:0

0

16:0

0

17:0

0

18:0

0

19:0

0

20:0

0

21:0

0

22:0

0

23:0

0

00:0

0

01:0

0

02:0

0

120

100

80

60

40

20

0

203.046.6

15.9

1.7 2.4 1.9

48.2

17.8

6.13.5 3.3

140.0

70.0

21.4

116.0

27.9

14.2 13.2

Tweets ads VW Golf


THE IMPACT OF ADVERTISINGOVER THE BRANDS SENTIMENT SPONSORSHIPS AT THE CONFEDERATIONS CUP 2013

24

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”

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 non-advertising 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”

Source: Tuitele


25

COMMENTS ABOUT SPONSORSASSOCIATED WITH FOOTBALLJUNE 15 TO 30 2013

Visa

Sony

Playsation

Movistar

McDonald’s

Kia

Iberdrola

Hyundai

Emirates

Cruzcampo

Coca Cola

Castrol

Budweiser

Banesto

Adidas

RATIO +/- SPONSORS CONFEDERATIONS CUP 2013

Football commentsGeneral brand comments

McDon

ald’s

Castr

ol

Budweis

erVis

a

Play

Stati

onSo

ny

Hyund

ai

Coca

- Cola

Adida

s

Movist

ar

Iberd

rola

Cruz

campo

7.7

3.85.0

18.7

5.2

9.1

15.2

9.0

1.8

4.54.8

3.0

1.4

3.42.5

6.4

4.0 4.4

2.1

4.9

12.7

2.9

1,400

1,200

1,000

800

600

400

200

0

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

01


WHAT’S NEXT FOR SOCIAL TV IN SPAIN?

04

26

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.


27

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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tuitele - one year of social tv in spain

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