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Table of Contents
EXECUTIVE SUMMARY: HAS TWITTER WON THE BATTLE FOR SOCIAL TV?
Twitter and Facebook are powerful partners for the television industry
Launching rival Social TV products
Twitter’s initiatives
Twitter Cards integrate multimedia
See It feature lets Twitter users tune-in to TV programming by clicking on a tweet
B2B advertising products for broadcasters and brands
Nielsen Twitter TV Ratings measure Social TV activity
Data deals with ad agencies
Facebook fights back
New consumer Social TV products
B2B data products for broadcasters
Weekly reports for networks analyse Social TV activity on Facebook
Competition from Social TV providers
ConnecTV, Shazam and Zeebox
Twitter is ahead in Social TV
But it is not yet the clear winner
Challenges and risk factors for Social TV
TV companies are positioning against Facebook and Twitter
Broadcasters want to curate Social TV on their own platforms
Critiques of Social TV
Risk factors for Social TV
The television industry – executing Social TV strategies
Social TV is commercially significant for the TV industry
Challenges for business models, and TV and advertising formats
Boosting ad revenue from more live viewing and increased ratings
Building viewer engagement for TV programming and advertising
Social marketing of TV shows to acquire audiences
Creating Social TV formats
Sports – an ideal match for Social TV
Social TV and advertising
Do Facebook and Twitter aim to tap into the $350bn global TV ad market?
Advertisers integrate social into TV ad campaigns
Pay-TV and Social TV
Pay-TV operators: growing ARPU with social recommendation of content
Operators may have major roles in Social TV
New frontiers for operators in Social TV as voice and video chat
Social TV – a global phenomenon
1. WHY TWITTER HASN’T WON THE BATTLE FOR SOCIAL TV JUST YET
1.1. Facebook and Twitter are battling over the future of television
1.2. How they impact the entire TV value chain
1.3. Will the social networks take revenue from the $350bn global TV ad market?
1.4. Converging features for Social TV, as the social networks copy each other
1.5. Intense competition to sign up broadcasters for Social TV services
1.6. Has Twitter won for enabling live Social TV conversations?
1.7. Critics: Twitter is too small and its users do not engage enough with TV
1.8. Facebook fights back by activating its larger user base for real-time Social TV
1.9. Broadcasters are using Facebook’s Instagram for Social TV engagement
1.10. Other major rivals challenge the social networks for the Social TV market
1.11. Research studies support both Twitter and Facebook as Social TV influencers
1.12. Nielsen SocialGuide – Twitter volume correlates to increases in TV ratings
1.13. Nielsen study concludes that Twitter can drive TV ratings – and vice-versa
1.14. Trendrr study: Facebook has five times the Social TV engagement of rivals
1.15. CTAM study: Facebook is more influential than Twitter in boosting TV show tune-in
2. TWITTER AND TV
2.1. Social TV SWOT analysis
2.2. Strengths
2.3. Weaknesses
2.4. Opportunities
2.5. Threats
2.6. Twitter’s TV strategy – from outreach in 2009 to a Social TV IPO
2.7. Twitter’s consumer products for Social TV
2.8. Twitter Cards, Vine and integrating video
2.9. See It – enabling Twitter users to tune-in to TV shows direct from a tweet
2.10. TV Trending feature
2.11. Improved coverage of live TV events
2.12. DVR Mode
2.13. Twitter’s B2B products for Social TV advertising
2.14. Amplify – TV sports and entertainment clips, with advertiser pre-rolls
2.15. Amplify broadcaster partnerships
2.16. Amplify partnerships direct with sports rights holders – USTA and NFL
2.17. TV Ad Targeting – advertisers run digital ads to support TV commercials
2.18. Does Twitter have a monopoly on Social TV data?
2.19. Nielsen’s and Twitter’s joint Nielsen Twitter TV Ratings
2.20. A major advertising deal with Starcom MediaVest Group, as a “bridge” to TV
2.21. Another major ad deal, to provide data to WPP and its subsidiaries
2.22. Is Twitter taking money from TV ad revenue? Or helping networks make more?
2.23. Twitter’s partnership with ESPN on cross-platform ad sales
2.24. Broadcasters and content owners use Twitter to distribute original Web video
2.25. Is Twitter a TV distribution platform?
2.26. Promoted Trends for marketing TV shows
2.27. Promoted Trends for the 2014 World Cup
2.28. Twitter CEO Dick Costolo: being the second screen is Twitter’s future
2.29. Twitter UK executives on Twitter’s “phenomenal” relationship with television
2.30. Acquiring companies for the Social TV strategy
2.31. Social TV analytics provider Bluefin Labs
2.32. Social TV analytics provider Trendrr
2.33. Mobile advertising exchange MoPub
2.34. Recruiting executives dedicated to liaising with the TV industry
3. FACEBOOK AND TV
3.1. Social TV SWOT analysis
3.2. Strengths
3.3. Weaknesses
3.4. Opportunities
3.5. Threats
3.6. Facebook’s TV strategy – from “disrupting” the TV industry to integration with TV shows
3.7. Mark Zuckerberg in 2010: Facebook will disrupt the entertainment industry
3.8. Zuckerberg in 2011: partnerships, with a positive spin on disruption
3.9. The 2012 strategy to reposition Facebook as television’s 24/7 partner
3.10. Facebook’s partnership with TBS on cross-platform ad sales
3.11. For Facebook’s mobile-first strategy, Social TV is a key mobile use case
3.12. In 2013, Facebook confronts Twitter much more aggressively over Social TV
3.13. Staffing up to support the TV industry and celebrities in using Facebook more effectively
3.14. Weekly reports to US networks on Facebook users’ activity about their shows
3.15. Facebook’s B2B products for Social TV broadcasting: Public Feed and Keyword Insights APIs
3.16. How social data company Mass Relevance integrates Facebook buzz with TV
3.17. Broadcasters partnering to use the data tools
3.18. How Facebook data is integrated with Fox Sports coverage
3.19. Integration into Dancing with the Stars
3.20. A virtuous circle of Facebook user participation?
3.21. Facebook’s consumer Social TV products
3.22. TV listings
3.23. Twitter-style hashtags and trending topics
3.24. Star ratings for TV shows and movies
3.25. The Watching action lets Facebook users share their viewing in real time – like on Twitter
3.26. The strategic significance of Watching
3.27. A direct attack on Twitter’s hold over live TV engagement
3.28. Watching provides Facebook with fresh media consumption data
3.29. It enhances TV-related and real-time advertising opportunities
3.30. How does Watching work?
3.31. Challenging TV advertising
3.32. Facebook is launching video advertising in news feeds
3.33. Is Facebook video advertising a competitor to TV commercials?
3.34. Nielsen study for Facebook says moving TV ad spend to Facebook lifts reach
3.35. COO Sheryl Sandberg: Facebook advertising is comparable with television
3.36. Brand advertising is effective says Facebook
3.37. Research shows Facebook is well-suited for brand building
3.38. Global brewer AB InBev shifts ad spend into Facebook from TV
3.39. UK marketers believe Facebook is right for brand building
3.40. Facebook has succeeded in taking ad spend from UK TV
3.41. Facebook for TV global TV show marketing
3.42. Graph Search – useful for marketing TV shows?
3.43. Facebook’s effectiveness in marketing a TV station
3.44. Facebook’s roles in pay-TV
3.45. Social recommendation to boost pay-TV ARPU
3.46. Facebook – the potential partner for better TV Everywhere
3.47. Partnerships for TV content distribution
3.48. Facebook is the second-biggest Web site for watching video
3.49. Netflix and Hulu viewing and social sharing are available via Facebook
3.50. Broadcaster Timeline apps for viewing TV content
3.51. Distributing live sports channels via Facebook
3.52. Distributing premium video-on-demand via Facebook
3.53. International content owner deals
3.54. Facebook distribution for reality TV series A Chance to Dance
3.55. HBO UK: assisting content owners realise the value of back catalogue content
4. SOCIAL TV PROVIDERS AS COMPETITORS
4.1. Overview
4.2. Rival models for viewer engagement
4.3. Competing with Twitter via better forms of viewer interaction
4.4. Maintaining good relationships with the TV industry
4.5. Investment from major media and tech companies
4.6. The main challenge – gaining scale with a critical mass of users
4.7. Establishing advertising pricing for Social TV
CHALLENGES FOR SOCIAL TV
5. BROADCASTERS POSITIONING AGAINST FACEBOOK AND TWITTER
5.1. Investing in Social TV providers
5.2. ConnecTV – supported by US broadcasters
5.3. Fox Broadcasting – stake in ACTV8
5.4. Turner Broadcasting – incubating tech startups
5.5. GetGlue – multiple TV industry partners
5.6. Platform operators partnering with startups
5.7. Many broadcasters aim to curate and “own” Social TV content and interaction
5.8. CBS Connect
5.9. Discovery Communications
5.10. Oxygen Connect
5.11. USA Network
5.12. Channel 4 – removing Facebook integration
6. CRITIQUES OF SOCIAL TV
6.1. Social TV fails to enhance viewing
6.2. Social TV does not influence ratings and is irrelevant to advertisers
6.3. Social TV providers have not yet demonstrated sufficient value to viewers
6.4. The counter-critique: Social TV providers are too focused on one function
6.5. Other responses
6.6. Almost all TV viewing is not simultaneous with social media use
7. RISK FACTORS FOR SOCIAL TV
7.1. How much can the TV industry rely on social networks?
7.2. Can the television industry work out how to engage with Social TV?
7.3. Why broadcasters must do more to engage viewers socially
7.4. Is there too much emphasis in Social TV on Twitter-style real-time interaction?
7.5. Are Social TV opportunities limited for drama?
7.6. Social media users do not want “frictionless sharing” of what they are watching
7.7. Are there limits to social discovery for video content?
7.8. Caution needed over users’ reactions
7.9. Too many Social TV apps?
THE TELEVISION INDUSTRY – EXECUTING SOCIAL TV STRATEGIES
8. BROADCASTERS BOOST TV RATINGS AND REVENUE
8.1. Why broadcasters need Social TV
8.2. Broadcaster support for Social TV
8.3. Twitter’s analysis of British Social TV engagement
8.4. Integrating Twitter with live event TV shows to drive viewing
8.5. Broadcasters partnering with Facebook
8.6. Sports programming drives major Social TV engagement
8.7. ABC’s Scandal – extensive engagement via Twitter
8.8. AMC’s The Walking Dead – top TV show with multiple forms of social engagement
8.9. ABC Family's Pretty Little Liars – top cable series and leader in Social TV
8.10. Channel 4 – scheduling catch-up channel 4seven from online buzz
8.11. USA Network – Psych Facebook game correlates with higher ratings
8.12. Starz – Spartacus Facebook game recommissioned
8.13. TV drama can engage viewers with fictional characters
8.14. Engagement via playing along with a TV game show
9. SOCIAL MARKETING OF TV SHOWS AND CHANNELS
9.1. A&E – building audience for the third season of reality series Duck Dynasty
9.2. BET – building an audience and engagement to relaunch a TV show
9.3. CBS – Fall Previews Hub and social contests
9.4. Fox – advance screenings and live chat via Facebook and Twitter
9.5. HBO UK – promoting shows with personalised recommendations via Facebook
9.6. MTV UK – acquiring and identifying fans via social networks
9.7. MTV – transforming viewers into fans
10. BROADCASTER APPS AND INTEGRATING SOCIAL TV
10.1. AMC’s Breaking Bad – live viewing interactivity for a drama
10.2. Discovery Networks International – viewer engagement via Facebook and YouTube
10.3. Fox – dual strategy of broadcaster app and syndicating content to third-party apps
10.4. HBO Connect – broadcaster-branded social activity and using new social networks
10.5. NBCU, HBO, Viacom and Cinemax – partnering with Social TV provider Zeebox
10.6. Showtime Sync – iPad app for live social viewing
10.7. Telemundo’s Secreteando – social novela
10.8. Univision – social comments integrated with catch-up viewing
11. SPONSORSHIP, WEB ADS AND TRANSACTIONAL REVENUES
11.1. How broadcasters can gain revenue from Social TV
11.2. Does Social TV represent a new ad revenue stream?
11.3. Social TV sponsorship
11.4. Bravo – polls offer Social TV sponsorship opportunities
11.5. Glee – Social TV matches campaigns focused on family and community values
11.6. USA Network – Social TV initiatives that emphasise Lexus brand attributes
11.7. Boosting Web advertising revenue
11.8. CBS – increased Web ad revenue from social activity
11.9. Discovery Communications – driving traffic to Web sites for online advertising
11.10. TVGuide.com – increased Web site ad revenue from Social TV integration
11.11. Weather.com – Twitter Web site integration boosts time spent on site
11.12. Transactional opportunities for television
11.13. NBCU, Zeebox and American Express link Social TV directly with purchasing
11.14. Other Social TV merchandise initiatives – HBO, Shazam and eBay
11.15. Paid and sponsored voting via Facebook
11.16. Channel 5 (UK) and Big Brother – Facebook paid voting
11.17. Britain’s Got Talent – free and paid voting via apps
11.18. The Voice (USA) – Facebook Timeline voting app
11.19. Apps extending TV formats
11.20. Freemium model for The Voice karaoke app
11.21. The Walking Dead: Assault game – paid apps and in-app purchases
11.22. BBC Worldwide and Stardoll – subscription-based community for Strictly Come Dancing
12. PRODUCERS ENHANCE TV SHOWS WITH SOCIAL MEDIA
12.1. Social media lets producers innovate cutting-edge formats and engage viewers
12.2. Twitter and Facebook real-time data can enhance shows and inform format changes
12.3. Incorporating Social TV into multiple TV genres and formats
12.4. Which genres are best suited to Twitter and Facebook?
12.5. American Idol – Twitter polls show viewers’ opinions on-screen
12.6. Big Brother USA – influencing the show’s narrative via a Twitter poll
12.7. Bravo’s reality series It’s A Brad, Brad World – viewer feedback
12.8. Lifetime's Project Runway – extensive and sponsored social media integration
12.9. MTV’s O Music Awards – reinventing the awards genre
12.10. MTV’s Teen Wolf: The Hunt – deepening engagement with the fiction
12.11. Pretty Little Liars – integrating fictional characters with Web series and social media
12.12. Syfy’s Haven – extending the drama via Twitter
12.13. The Talking Dead and Vampire Diaries Rehash – spin-off Social TV formats
12.14. Endemol – integrating TV game shows with social networks
13. PAY-TV OPERATORS: VIDEO CHAT AND SOCIAL RECOMMENDATION
13.1. Why platform operators embrace Social TV
13.2. Pay-TV operators may have the upper hand in Social TV
13.3. Platform operators innovate Social TV with video and voice chat
13.4. Comcast has significant Twitter, Facebook and Zeebox integration
13.5. Other platform operators partner with Social TV providers, Facebook and Twitter
13.6. How social activity via TV benefits the platform operator business model
13.7. Massive content choice on pay-TV platforms requires a new kind of EPG
13.8. Social discovery and recommendation – the key to finding content
13.9. Viewers globally recommend and discover TV shows via social networks
13.10. Consumers’ Facebook photo sharing on Verizon FiOS
SOCIAL TV ADVERTISING
14. TELEVISION ADVERTISING, TWITTER AND FACEBOOK
14.1. Advertisers and agencies confront a social context for TV commercials
14.2. Social TV presents fresh advertising opportunities
14.3. Social TV data can assist planning and buying
14.4. Social TV must deliver scale to attract advertisers
14.5. UK advertisers sceptical about second screen advertising
14.6. Twitter claims that it raises intent to purchase for brands sponsoring TV shows
14.7. Twitter’s recommendations for using it with TV advertising
14.8. Co-ordinating TV commercials and Facebook ads
14.9. Advertising opportunities offered by Social TV providers
14.10. Synchronising Social TV activity with TV commercials
14.11. In-app advertising synced with TV commercials
15. SOCIAL TV ADVERTISING CAMPAIGNS
15.1. Advertisers running Social TV ad campaigns in the Super Bowl (2011-13)
15.2. Audi – Twitter hashtags (2011-2013)
15.3. Budweiser – name a horse via social media (2013)
15.4. Coca-Cola – Polar Bowl (2012)
15.5. Coca-Cola – Mirage and a new strategy (2013)
15.6. Doritos – Crash the Super Bowl, with Facebook voting (2013)
15.7. Lincoln – Jimmy Fallon and Twitter engagement (2013)
15.8. Pepsi – GetGlue check-ins (2012)
15.9. Pepsi – crowdsourced TV commercial and GetGlue (2013)
15.10. Shazam – interactive ads with multiple brand partners (2013)
15.11. Toyota – fans contributing photos for Super Bowl ad (2013)
15.12. The social reaction to 2013 Super Bowl commercials
15.13. The social reaction to 2012 Super Bowl commercials
15.14. Social media criteria for evaluating effectiveness of 2013 Super Bowl commercials
15.15. Effectiveness rated by volume of social media comments
15.16. Effectiveness rated by social media sentiment
15.17. Comparing social media sentiment with commercials’ likability
15.18. Evaluating commercials by viewers’ use of Twitter hashtags
15.19. Evaluating commercials by growth in Facebook fans and Twitter followers
15.20. Super Bowl advertisers’ ROI, calculated by Twitter followers and tweets
15.21. Trends in Super Bowl Social TV advertising (2012-13)
15.22. Further innovation in Social TV advertising
15.23. Lexus sponsors live improv ads, with viewer suggestions via social media
15.24. Kraft Foods’ Velveeta – a fictional character from TV ads talks on Twitter
15.25. Kraft Foods’ Miracle Whip – Viggle interaction during the Oscars
15.26. Mercedes-Benz – viewers influence a TV commercial via Twitter
15.27. Prometheus movie – putting viewers’ tweets into a TV commercial
15.28. Red Bull – offering viewers additional content via Shazam
15.29. Rimmel – sponsored Tap to Clap app for The X Factor UK
15.30. VW Golf – interactive ad campaign in The X Factor UK
SOCIAL TV PROVIDERS
16. COMPANY PROFILES OF SOCIAL TV PROVIDERS
16.1. ACTV8.ME
16.2. Arktan
16.3. ConnecTV
16.4. Dijit (NextGuide)
16.5. Ex Machina
16.6. GetGlue
16.7. IntoNow (Yahoo)
16.8. Kwarter
16.9. Shazam
16.10. SnappyTV
16.11. SocialSamba
16.12. Thuuz
16.13. TOK.tv
16.14. Tomorrowish
16.15. TVplus
16.16. TvTak
16.17. Viggle
16.18. Zeebox
SOCIAL TV RESEARCH AND DATA
APPENDIX I – FACEBOOK AND TWITTER USER NUMBERS COMPARED WITH TV
The social networks have user numbers equal to top TV audiences
Global reach: Facebook has 1.15bn monthly active users
Twitter has 232m monthly active users worldwide
Facebook’s and Twitter’s US users compared with TV audience size
Facebook’s and Twitter’s penetration of major international TV markets
APPENDIX II – WHY AND HOW VIEWERS PARTICIPATE IN SOCAL TV
Viacom international study – social media users ages 13 – 49
BBC study – social media enables more online participation
American social media usage while viewing TV
Why US viewers participate in Social TV
Viacom research into US Social TV usage and motivations
How many American social media users actually talk about TV?
Why British viewers participate in Social TV
Why international viewers participate in Social TV
How many viewers want to influence the TV industry?
Which social media do Social TV participants use most?
Twitter ahead of Facebook, judged by Social TV activity
More Facebook than Twitter users follow TV shows
Facebook is the venue for more focussed discussions with friends
British women find TV shows via Facebook friends’ recommendations
APPENDIX III – THE EFFECTS OF SOCIAL TV ON TELEVISION VIEWING
Social media shapes US TV show discovery, tune-in and enjoyment
UK viewers discover and share TV programming via Facebook and Twitter
Social impressions boost initial and continuing TV tune-in for US viewers
Social TV activity raises viewing of live TV in the USA
How social media influences British live TV viewing
What proportion of people discuss shows before, during and after viewing?
Patterns of participation on Twitter before, during and after a TV show
How much does social media affect TV viewing choices?
How showing social media icons on TV motivates people to participate in Social TV
APPENDIX IV – SOCIAL TV ACTIVITY ON SECOND SCREENS
The smartphone and tablet boom facilitates Social TV
55% of online West Europeans will own tablets by 2017
Widespread international Social TV activity
“Social TV is exploding” – international research on Social TV activity
International variations in social media use while watching TV
How often viewers use second screens while watching TV – USA, UK, Germany, Italy
US Social TV activity via mobiles
Nielsen – US Social TV activity via mobiles and tablets
Nielsen – US second screen usage
US Social TV activity via tablets
OPA – US tablet and TV multitasking
US smartphone, tablet and PC use while viewing TV
Social TV
UK Social TV and second screen activity
BBC's TV Licensing organisation: UK second screen usage
Diffusion PR: UK second screen usage
Google and OPA – tablet and mobile usage overlaps with TV prime time
Google – tablet owners are social networking while viewing TV
US social media activity significantly overlaps with prime-time TV viewing
Tables
Table 1: Frequency of participation by American Social TV users
Table 2: Online and other ways that US viewers discuss TV shows
Table 3: Social networks and Web sites influencing TV viewers to start watching a TV show
Table 4: Twitter acquisitions for Social TV
Table 5: Top US video content sites
Table 6: Likelihood of social media users to use automatic notifications
Table 7: 2013 Super Bowl commercials ranked by number of social comments and sentiment
Table 8: 2013 Super Bowl commercials ranked by number of social comments
Table 9: 2013 Super Bowl commercials ranked by positive sentiment
Table 10: Most-liked 2013 Super Bowl commercials
Table 11: Social media sentiment compared with likability for 2013 Super Bowl ads
Table 12: Super Bowl commercials ranked by Twitter hashtags
Table 13: Super Bowl commercials ranked by percentage growth in new Facebook fans
Table 14: Super Bowl commercials ranked by number of new Facebook fans
Table 15: Super Bowl commercials ranked by number of new Twitter followers
Table 16: Trends in Super Bowl Social TV advertising integration
Table 17: Trends in Super Bowl Twitter and Facebook advertising integration
Table 18: Advertisers using Twitter hashtags in 2012 and 2013 Super Bowl commercials
Table 19: Advertisers incorporating Facebook in 2012 and 2013 Super Bowl commercials
Table 20: Facebook and Twitter monthly active users as % of the US TV audience ages 12+
Table 21: Facebook and Twitter daily active users as % of the US TV audience ages 12+
Table 22: Major TV markets, ranked by Facebook penetration of population
Table 23: Major TV markets, ranked by Twitter penetration of population
Table 24: UK viewers’ motivations for using social media during TV viewing
Table 25: Methods for engaging in Social TV via Facebook, Twitter and other services
Table 26: Social activity by social media platform for US broadcast TV
Table 27: Social activity by social media platform for US cable TV
Table 28: 18-24 year-olds using social networks to find something to watch
Table 29: How do social impressions influence people to start watching a TV show?
Table 30: How do social impressions influence people to keep watching a TV show?
Table 31: More active Social TV participants watch more live TV
Table 32: When do Social TV participants talk about their favourite shows on social networks?
Table 33: Why consumers interact with social media after seeing a social media icon on TV
Table 34: International variations in social media use while watching TV
Table 35: US Social TV activity via mobile phones
Table 36: Simultaneous TV and mobile device activity in the USA
Table 37: Frequency of smartphone use while watching TV
Table 38: What are smartphone users doing while watching television?
Table 39: What are tablet users doing while watching television?
Table 40: What are tablet and smartphone users doing while watching television?
Table 41: US Social TV activity via tablets
Table 42: How viewers split their attention between their tablets and TV screens
Table 43: Top activities performed with second screens
Table 44: UK viewers’ second screen activities while watching TV
Table 45: Percentage of people chatterboxing, by age
Table 46: Platforms that British 18-24s use for sharing TV-related messages
Figures
Figure 1: Video from the NFL integrated into a Twitter Card
Figure 2: Facebook and Twitter in the TV value chain
Figure 3: Twitter and Facebook broadcaster partnerships
Figure 4: Social TV SWOT analysis for Twitter
Figure 5: Timeline of Twitter’s 2013 Social TV initiatives and innovations
Figure 6: Brands sponsoring Amplify sports TV clips
Figure 7: Brands sponsoring Amplify non-sports TV clips
Figure 8: Brands sponsoring Amplify sports clips shown direct from rights holders
Figure 9: Social TV SWOT analysis for Facebook
Figure 10: Facebook’s promotional effectiveness for Dallas
Figure 11: Timeline of Facebook’s 2013 Social TV initiatives and innovations
Figure 12: Mass Relevance on-air visualisation for integrating Facebook data into a newscast
Figure 13: Broadcasters partnering to use Facebook’s data tools
Figure 14: Facebook Watching action with content icon and cover image
Figure 15: Comparison of time spent watching TV with time using social media
Figure 16: Twitter users show higher purchase intent
Figure 17: Twitter research on how Twitter integration increases tweets for ad campaign
Figure 18: How Budweiser announced the winning name for its Clydesdale foal on Twitter
Figure 19: Super Bowl advertisers’ ROI, calculated by Twitter followers and tweets
Figure 20: Super Bowl Social TV advertising integration – formats and usage
Figure 21: Mercedes #YOUDRIVE campaign – inviting viewers to tweet #hide or #evade
Figure 22: Positive results from the #YOUDRIVE campaign
Figure 24: Percentage of viewers ages 13 – 49 engaging in Social TV activities
Figure 25: TV content viewing and social media activity by US broadband users
Figure 26: Rising international Social TV activities 2011-12
Figure 27: US, UK, German and Italian use of smartphones while viewing TV
Figure 28: US, UK, German and Italian use of tablets while viewing TV
Figure 29: Social TV participation rates by age groups
Figure 30: Tablets and mobiles are most used online in the evening
Figure 31: US social media and TV use during prime time
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