Twitter and Facebook are powerful partners for the TV industry They offer rival Social TV products Data and analytics are a key battleground Twitter’s initiatives Twitter previews video clips in users’ timelines B2B advertising products for broadcasters and brands Partnerships with Nielsen and others to measure Social TV activity around the world Data deals with ad agencies See It feature lets Twitter users tune-in to TV programming by clicking on a tweet Facebook fights back Launching consumer Social TV products Video advertising – ideal for promoting TV shows, but competes with TV advertising B2B data products for broadcasters to integrate Facebook into their programming Weekly reports for networks analyse Social TV activity on Facebook Increasing competition – new players enter the Social TV sector New entrants: Mobile messaging apps, BuzzFeed and Tumblr Producers are adopting a wider range of social networks for Social TV integration Social TV apps: Beamly, ConnecTV, Shazam and Viggle Twitter is ahead in Social TV But it is not yet the clear winner Challenges and risk factors for Social TV Some 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 CBS says Social TV opens up massive new revenue streams for broadcasters Why 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 Viewers take charge with audience participation formats Sports – an ideal match for Social TV Social TV and television advertising How Facebook and Twitter aim to tap into the 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 have major roles in Social TV New frontiers for operators in Social TV as voice and video chat Social TV – a global phenomenon
THE NEW SOCIAL TV LANDSCAPE – INCREASING COMPETITION
1. MOBILE MESSAGING APPS AND VIEWER ENGAGEMENT 1.1. Messaging apps are mobile-native social networks rivalling Twitter and Facebook 1.2. The competitive threat for the Social TV market 1.3. WeChat in Big Brother 1.4. The Walking Dead on Line 1.5. BBC News is innovating in Social TV with WhatsApp and WeChat 1.6. The BBC’s news format for Instagram
2. BUZZFEED, SOCIAL TUNE-IN FOR BROADCASTERS, AND SOCIAL NEWS 2.1. Partnering with broadcasters to promote TV shows 2.2. Developing social news formats for broadcast TV and Web video 2.3. Leading the way for other digital media companies to enter Social TV
3. TUMBLR PARTNERS WITH TELEVISION 3.1. Major TV shows on Tumblr 3.2. Tumblr claims it has longer-lived Social TV activity compared with Twitter 3.3. Tumblr and Twitter compared for live TV event engagement 3.4. The Tumblr-Viacom advertising partnership
4. TV PRODUCTION: SOCIAL INTEGRATION AND AUDIENCE PARTICIPATION 4.1. Shows are integrating multiple social networks 4.2. The Voice pre-show event #VoiceTailgate – socially extending the format 4.3. HBO’s Girls 4.4. Telemundo’s 2014 Billboard Latin Music Awards 4.5. Innovative second screen formats put viewers in charge: Rising Star
TWITTER VS FACEBOOK
5. WHY TWITTER HASN’T WON THE BATTLE FOR SOCIAL TV
5.1. Facebook and Twitter are battling over the future of television 5.2. How they impact the entire TV value chain 5.3. Will the social networks take revenue from the global TV ad market? 5.4. Converging features for Social TV, as the social networks copy each other 5.5. Intense competition to sign up broadcasters for Social TV services 5.6. Has Twitter won for enabling live Social TV conversations? 5.7. Critics: Twitter is too small and its users do not engage enough with TV 5.8. Facebook fights back by activating its larger user base for real-time Social TV 5.9. Facebook has better Social TV data than Twitter, says CBS Research Chief 5.10. Broadcasters are using Facebook’s Instagram for Social TV engagement 5.11. Other major rivals challenge both the social networks for the Social TV market 6. RESEARCH ON TWITTER AND FACEBOOK AS SOCIAL TV INFLUENCERS 6.1. Research studies support both Twitter and Facebook as Social TV influencers 6.2. Nielsen SocialGuide – Twitter volume correlates to increases in TV ratings 6.3. Nielsen study concludes that Twitter can drive TV ratings – and vice-versa 6.4. Facebook’s Watching With Friends Social TV research: USA, UK and Australia 6.5. Trendrr study: Facebook has five times the Social TV engagement of rivals 6.6. CTAM study: Facebook is more influential than Twitter to boost TV show tune-in
7. TWITTER’S SOCIAL TV STRATEGY 7.1. Social TV SWOT analysis 7.2. Strengths 7.3. Weaknesses 7.4. Opportunities 7.5. Threats 7.6. Twitter’s TV strategy – from outreach in 2009 to a Social TV IPO 7.7. Can Twitter generate significant revenue from Social TV? 7.8. Twitter’s consumer products for Social TV 7.9. Twitter Cards, Vine and integrating video 7.10. See It – enabling Twitter users to tune-in to TV shows direct from a tweet 7.11. TV Trending feature 7.12. Improved coverage of live TV events 7.13. DVR Mode 7.14. Twitter’s B2B products for Social TV advertising 7.15. Amplify – TV sports and entertainment clips, with advertiser pre-rolls 7.16. Amplify broadcaster partnerships 7.17. Amplify partnerships direct with sports rights holders – USTA and NFL 7.18. TV Ad Targeting – Twitter ads support TV commercials 7.19. TV Conversation Targeting – Twitter ads target viewers of specific TV shows 7.20. TV Conversation Targeting for major sports events 7.21. Does Twitter have a monopoly on Social TV data? 7.22. Nielsen’s and Twitter’s joint Nielsen Twitter TV Ratings 7.23. Major Social TV advertising deals with Starcom MediaVest Group and WPP 7.24. Is Twitter taking money from TV ad revenue? Or helping networks make more? 7.25. Twitter’s partnership with ESPN on cross-platform ad sales 7.26. Broadcasters and content owners use Twitter to distribute original Web video 7.27. Is Twitter a TV distribution platform? 7.28. Promoted Trends for marketing TV shows 7.29. Twitter CEO Dick Costol being the second screen is Twitter’s future 7.30. Twitter UK executives on Twitter’s “phenomenal” relationship with television 7.31. Acquiring companies for the Social TV strategy 7.32. Social TV analytics providers: Bluefin Labs, Trendrr, SecondSync, Mesagraph 7.33. Mobile advertising exchange MoPub 7.34. Recruiting executives dedicated to liaising with the TV industry
8. FACEBOOK’S SOCIAL TV STRATEGY 8.1. Social TV SWOT analysis 8.2. Strengths 8.3. Weaknesses 8.4. Opportunities 8.5. Threats 8.6. Facebook’s TV strategy – from “disrupting” the TV industry to integration with TV shows 8.7. Mark Zuckerberg in 2010: Facebook will disrupt the entertainment industry 8.8. Zuckerberg in 2011: partnerships, with a positive spin on disruption 8.9. The 2012 strategy to reposition Facebook as television’s 24/7 partner 8.10. Facebook’s partnership with TBS on cross-platform ad sales 8.11. For Facebook’s mobile-first strategy, Social TV is a key mobile use case 8.12. Facebook now confronts Twitter much more aggressively over Social TV 8.13. Staffing up to support the TV industry in using Facebook more effectively 8.14. Weekly reports to US networks on Facebook users’ activity about their shows 8.15. Facebook’s Public Content Solutions helps integrate Facebook into TV shows 8.16. How social data company Mass Relevance integrates Facebook buzz with TV 8.17. Broadcasters partnering to use the data tools 8.18. How Facebook data is integrated with Fox Sports coverage 8.19. Integration into Dancing With the Stars 8.20. Leveraging Facebook data to boost repeat ratings for Bravo’s Real Housewives 8.21. A virtuous circle of Facebook user participation? 8.22. Facebook’s consumer Social TV products 8.23. TV listings 8.24. Twitter-style hashtags and trending topics 8.25. Star ratings for TV shows and movies 8.26. The Watching action lets Facebook users share their viewing in real time – like on Twitter 8.27. The strategic significance of Watching 8.28. A direct attack on Twitter’s hold over live TV engagement 8.29. Watching provides Facebook with fresh media consumption data 8.30. It enhances TV-related and real-time advertising opportunities 8.31. How does Watching work? 8.32. Challenging TV advertising with Facebook video advertising 8.33. Facebook is positioning its video advertising as better than television 8.34. Broadcasters may leverage video ads to market TV shows 8.35. Nielsen study for Facebook says moving TV ad spend to Facebook lifts reach 8.36. COO Sheryl Sandberg: Facebook advertising is comparable with television 8.37. Brand advertising is effective says Facebook 8.38. Research shows Facebook is well-suited for brand building 8.39. Global brewer AB InBev shifts ad spend into Facebook from TV 8.40. UK marketers believe Facebook is right for brand building 8.41. Facebook for TV global TV show marketing 8.42. Graph Search – useful for marketing TV shows? 8.43. Facebook’s effectiveness in marketing a TV station 8.44. Facebook’s roles in pay-TV 8.45. Social recommendation to boost pay-TV ARPU 8.46. Partnerships for TV content distribution 8.47. Facebook is the second-biggest Web site for watching video 8.48. Netflix and Hulu viewing and social sharing are available via Facebook 8.49. Broadcaster Timeline apps for viewing TV content 8.50. Distributing live sports channels via Facebook 8.51. Distributing premium video-on-demand via Facebook 8.52. International content owner deals 8.53. Facebook distribution for reality TV series A Chance to Dance 8.54. HBO UK: assisting content owners realise the value of back catalogue content
CHALLENGES FOR SOCIAL TV
9. BROADCASTERS POSITIONING AGAINST FACEBOOK AND TWITTER 9.1. Investing in Social TV providers 9.2. ConnecTV – supported by US broadcasters 9.3. Turner Broadcasting – incubating tech startups 9.4. Platform operators partnering with startups 9.5. Many broadcasters aim to curate and “own” Social TV content and interaction 9.6. CBS Connect 9.7. Discovery Communications 9.8. Oxygen Connect 9.9. USA Network 9.10. Channel 4 – removing Facebook integration
10. CRITIQUES OF SOCIAL TV 10.1. Social TV fails to enhance viewing 10.2. Social TV does not influence ratings and is irrelevant to advertisers 10.3. Social TV providers have not yet demonstrated sufficient value to viewers 10.4. The counter-critique: Social TV providers are too focused on one function 10.5. Other responses 10.6. Almost all TV viewing is not simultaneous with social media use
11. RISK FACTORS FOR SOCIAL TV 11.1. How much can the TV industry rely on social networks? 11.2. Can the television industry work out how to engage with Social TV? 11.3. Why broadcasters must do more to engage viewers socially 11.4. Is there too much emphasis in Social TV on Twitter-style real-time interaction? 11.5. Are Social TV opportunities limited for drama? 11.6. Social media users do not want “frictionless sharing” of what they are watching 11.7. Are there limits to social discovery for video content? 11.8. Caution needed over users’ reactions 11.9. Too many Social TV apps? THE TELEVISION AND CE INDUSTRIES – EXECUTING SOCIAL TV STRATEGIES
12. BROADCASTERS BOOST TV RATINGS AND REVENUE 12.1. Why broadcasters need Social TV 12.2. Broadcaster support for Social TV 12.3. Twitter’s analysis of British Social TV engagement 12.4. Integrating Twitter with live event TV shows to drive viewing 12.5. Broadcasters partnering with Facebook 12.6. ABC’s Scandal – extensive engagement via Twitter 12.7. AMC’s The Walking Dead – top TV show with multiple forms of social engagement 12.8. ABC Family's Pretty Little Liars – top cable series and leader in Social TV 12.9. Channel 4 – scheduling catch-up channel 4seven from online buzz 12.10. USA Network – Psych Facebook game correlates with higher ratings 12.11. Starz – Spartacus Facebook game recommissioned 12.12. TV drama can engage viewers with fictional characters 12.13. Engagement via playing along with a TV game show
13. SOCIAL MARKETING OF TV SHOWS AND CHANNELS 13.1. A&E – building audience for the third season of reality series Duck Dynasty 13.2. BBC America – social engagement for Orphan Black tune--in 13.3. CBS – Fall Previews Hub and social contests 13.4. Fox – advance screenings and live chat via Facebook and Twitter 13.5. HBO UK – promoting shows with personalised recommendations via Facebook 13.6. MTV UK – acquiring and identifying fans via social networks 13.7. MTV – transforming viewers into fans
14. BROADCASTER APPS AND INTEGRATING SOCIAL TV 14.1. AMC’s Breaking Bad – live viewing interactivity for a drama 14.2. Discovery Networks International – viewer engagement via Facebook and YouTube 14.3. Fox – dual strategy of broadcaster app and syndicating content to third-party apps 14.4. HBO Connect – broadcaster-branded social activity and new social networks 14.5. NBCU, HBO, Viacom and Cinemax – partnering with Social TV provider Beamly 14.6. Showtime Sync – iPad app for live social viewing 14.7. Telemundo’s Secreteando – social novela 14.8. Univision – second screen content and social comments for catch-up viewing
15. SPONSORSHIP, WEB ADS AND TRANSACTIONAL REVENUES 15.1. How broadcasters can gain revenue from Social TV 15.2. Does Social TV represent a new ad revenue stream? 15.3. Social TV sponsorship 15.4. Bravo – polls offer Social TV sponsorship opportunities 15.5. Glee – Social TV matches campaigns focused on family and community values 15.6. USA Network – Social TV initiatives that emphasise Lexus brand attributes 15.7. Boosting Web advertising revenue 15.8. CBS – increased Web ad revenue from social activity 15.9. Discovery Communications – driving traffic to Web sites for online advertising 15.10. TVGuide.com – increased Web site ad revenue from Social TV integration 15.11. Weather.com – Twitter Web site integration boosts time spent on site 15.12. Transactional opportunities for television 15.13. NBCU, Beamly and American Express link Social TV directly with purchasing 15.14. Other Social TV merchandise initiatives – HBO, Shazam and eBay 15.15. Paid and sponsored voting via Facebook 15.16. Channel 5 (UK) and Big Brother – Facebook paid voting 15.17. Britain’s Got Talent – free and paid voting via apps 15.18. The Voice (USA) – Facebook Timeline voting app 15.19. Apps extending TV formats 15.20. Freemium model for The Voice karaoke app 15.21. The Walking Dead: Assault game – paid apps and in-app purchases 15.22. BBC Worldwide and Stardoll – subscription-based community for Strictly Come Dancing
16. PRODUCERS ENHANCE TV SHOWS WITH SOCIAL MEDIA 16.1. Social media lets producers innovate cutting-edge formats and engage viewers 16.2. Twitter and Facebook real-time data enhances shows, informs format changes 16.3. Incorporating Social TV into multiple TV genres and formats 16.4. Which genres are best suited to Twitter and Facebook? 16.5. American Idol – voting via Google and voting data from Facebook 16.6. Big Brother USA – influencing the show’s narrative via a Twitter poll 16.7. Bravo’s Play Live participation platform – viewers influence reality series 16.8. Lifetime's Project Runway – extensive and sponsored social media integration 16.9. MTV’s O Music Awards – reinventing the awards genre 16.10. MTV’s Teen Wolf: The Hunt – deepening engagement with the fiction 16.11. Pretty Little Liars – integrating fictional characters with Web series and social media 16.12. Secrets and Lies police drama – viewers solve crimes via Social TV 16.13. Syfy’s Haven – extending the drama via Twitter 16.14. The Talking Dead and Vampire Diaries Rehash – spin-off Social TV formats 16.15. Endemol – integrating TV game shows with social networks
17. PAY-TV OPERATORS: VIDEO CHAT AND SOCIAL RECOMMENDATION 17.1. Why platform operators embrace Social TV 17.2. Pay-TV operators may have the upper hand in Social TV 17.3. Platform operators innovate Social TV with video and voice chat 17.4. Comcast has significant Twitter, Facebook and Beamly integration 17.5. Other platform operators partner with Social TV providers, Facebook and Twitter 17.6. How social activity via TV benefits the platform operator business model 17.7. Massive content choice on pay-TV platforms requires a new kind of EPG 17.8. Social discovery and recommendation – the key to finding content 17.9. Viewers globally recommend and discover TV shows via social networks 17.10. Consumers’ Facebook photo sharing on Verizon FiOS
18. MICROSOFT AND APPLE AS SOCIAL TV INNOVATORS 18.1. Microsoft integrates Skype into the Xbox One for Social TV sports chat 18.2. Apple moves into social media analytics – for Social TV?
SOCIAL TV ADVERTISING AND MULTISCREEN MARKETING
19. TELEVISION ADVERTISING, TWITTER AND FACEBOOK 19.1. Advertisers and agencies adapt to a social context for TV commercials 19.2. Social TV presents fresh advertising and planning opportunities 19.3. Social TV must deliver scale to attract advertisers 19.4. Twitter and Facebook move to monetise Social TV 19.5. The value of earned TV Twitter audience: Fox, Twitter, the Advertising Research Foundation 19.6. Twitter research shows it supports TV ads and makes them more effective 19.7. Nielsen SocialGuide on the significant overlap of brand and TV tweeters 19.8. Twitter claims that it raises intent to purchase for brands sponsoring TV shows 19.9. Twitter’s recommendations for using it with TV advertising 19.10. Co-ordinating TV commercials and Facebook ads 19.11. Third-party synchronisation of Facebook ads with TV commercials
20. SUPER BOWL SOCIAL TV ADVERTISING CAMPAIGNS 20.1. More top brands used Twitter for real-time marketing during Super Bowl 2014 20.2. Super Bowl Social TV advertising featuring social calls to action (2012-14) 20.3. How Super Bowl commercials integrate Social TV 20.4. Audi – pioneering hashtag integration 20.5. Budweiser – name a horse via social media 20.6. Coca-Cola – Polar Bowl 20.7. Coca-Cola – Mirage and a new strategy 20.8. Doritos – Crash the Super Bowl, with Facebook voting 20.9. Esurance – Twitter hashtag competition to win $1.5m 20.10. Lincoln – Jimmy Fallon and Twitter engagement 20.11. Pepsi – crowdsourced TV commercial 20.12. Toyota – fans contributing photos for Super Bowl ad
21. SOCIAL TV ANALYTICS FOR SUPER BOWL COMMERCIALS 21.1. Social TV metrics for evaluating the effectiveness of TV commercials 21.2. Super Bowl TV ads are more shared than ads in the World Cup or Olympics 21.3. The social reaction to 2014 Super Bowl commercials 21.4. Social sharing of 2014 Super Bowl commercials 21.5. Top 10 advertisers, by social buzz 21.6. Top 10 brands, by volume of social posts and positive sentiment 21.7. Most popular advertisers, by audience and by category 21.8. Assigning a monetary value to 2014 Super Bowl ads from their social buzz 21.9. The social reaction to 2013 Super Bowl commercials 21.10. Effectiveness rated by volume of social media comments 21.11. Effectiveness rated by social media sentiment 21.12. Comparing social media sentiment with commercials’ likability 21.13. Evaluating commercials by viewers’ use of Twitter hashtags 21.14. Evaluating commercials by growth in Facebook fans and Twitter followers 21.15. Super Bowl advertisers’ ROI, calculated by Twitter followers and tweets 21.16. The social reaction to 2012 Super Bowl commercials
22. INNOVATION IN SOCIAL TV AND MULTISCREEN ADVERTISING 22.1. Further innovation in Social TV and multiscreen advertising 22.2. Viacom Velocity offers brands social content and social media guarantees 22.3. Bravo innovates in social commercials and location-based mobile advertising 22.4. ITV: second screens are a major “new advertising medium” 22.5. Multiscreen advertising opportunities offered by Social TV providers 22.6. Lexus sponsors live improv ads, with viewer suggestions via social media 22.7. Kraft Foods’ Velveeta – a fictional character from TV ads talks on Twitter 22.8. Kraft Foods’ Miracle Whip – Viggle interaction during the Oscars 22.9. Mercedes-Benz – viewers influence a TV commercial via Twitter 22.10. Prometheus movie – putting viewers’ tweets into a TV commercial 22.11. Red Bull – offering viewers additional content via Shazam 22.12. Rimmel – sponsored Tap to Clap app for The X Factor UK 22.13. VW Golf – interactive ad campaign in The X Factor UK
SOCIAL TV AND SPORTS
23. THE DYNAMIC RELATIONSHIP BETWEEN TV SPORTS AND SOCIAL MEDIA 23.1. Nielsen Twitter TV Ratings and ESPN: TV sports drive social buzz 23.2. How social networks and Social TV startups integrate TV sports 23.3. Red Bull Media House and iPowow – showing fans’ opinions during live soccer
24. THE 2014 WORLD CUP 24.1. Facebook offers World Cup Social TV targeting 24.2. Twitter offers Amplify for broadcasters to show sponsored World Cup clips
25. THE 2014 SOCHI WINTER OLYMPICS 25.1. NBCU Social TV data 25.2. Social media analysis of the Games
26. THE 2012 LONDON OLYMPICS 26.1. 150m tweets for the London 2012 Olympics 26.2. Social TV research about the Games
27. THE 2010 VANCOUVER WINTER OLYMPICS 27.1. Social media activity and TV viewing of the 2010 Vancouver Winter Olympics
28. THE 2014 SUPER BOWL 28.1. Second screening during the 2014 Super Bowl 28.2. Social sharing about the 2014 Super Bowl
SOCIAL TV PROVIDERS
29. COMPANY PROFILES OF SOCIAL TV PROVIDERS 29.1. Arktan 29.2. Beamly (formerly Zeebox) 29.3. ConnecTV 29.4. Ex Machina 29.5. Fanatix 29.6. iPowow.com 29.7. i.TV and tvtag (formerly GetGlue) 29.8. Kwarter 29.9. Shazam 29.10. SnappyTV 29.11. SocialSamba 29.12. Thuuz 29.13. TOK.tv 29.14. Tomorrowish 29.15. TVplus 29.16. Viggle
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 1.28bn monthly active users Twitter has 255m 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 UK Social TV and second screen activity BBC's TV Licensing organisation: 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
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 analytics and advertising Table 5: Top US video content sites Table 6: Likelihood of social media users to use automatic notifications Table 7: Trends in Super Bowl Social TV advertising integration 2012 - 2013 Table 8: Trends in Super Bowl Twitter and Facebook advertising integration 2012 - 2014 Table 9: Advertisers using hashtags in Super Bowl commercials 2012 – 2014 Table 10: Advertisers incorporating Facebook in Super Bowl commercials 2012 – 2014 Table 11: 2013 Super Bowl commercials ranked by number of social comments and sentiment Table 12: 2013 Super Bowl commercials ranked by number of social comments Table 13: 2013 Super Bowl commercials ranked by positive sentiment Table 14: Most-liked 2013 Super Bowl commercials Table 15: Social media sentiment compared with likability for 2013 Super Bowl ads Table 16: Super Bowl commercials ranked by Twitter hashtags Table 17: Super Bowl commercials ranked by percentage growth in new Facebook fans Table 18: Super Bowl commercials ranked by number of new Facebook fans Table 19: Super Bowl commercials ranked by number of new Twitter followers 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: Tumblr and Twitter Social TV activity – live broadcast and next three days Figure 3: Tumblr and Twitter Social TV activity – first 12 hours post-broadcast Figure 4: MTV social activity peaks on Twitter and Tumblr for the 2014 MTV Movie Awards Figure 5: MTV social activity and user responses for the 2014 MTV Movie Awards on Twitter Figure 6: MTV social activity and user responses for the 2014 MTV Movie Awards on Tumblr Figure 7: Facebook and Twitter in the TV value chain Figure 8: Twitter and Facebook broadcaster partnerships Figure 9: Social TV SWOT analysis for Twitter Figure 10: Timeline of Twitter’s 2013-2014 Social TV initiatives and innovations Figure 11: Brands sponsoring Amplify sports TV clips Figure 12: Brands sponsoring Amplify non-sports TV clips Figure 13: Brands sponsoring Amplify sports clips shown direct from rights holders Figure 14: Social TV SWOT analysis for Facebook Figure 15: Facebook’s promotional effectiveness for Dallas Figure 16: Timeline of Facebook’s 2013 – 2014 Social TV initiatives and innovations Figure 17: Mass Relevance on-air visualisation for integrating Facebook data into a newscast Figure 18: Broadcasters partnering to use Facebook’s data tools Figure 19: Facebook Watching action with content icon and cover image Figure 20: Comparison of time spent watching TV with time using social media Figure 21: Twitter users show higher purchase intent Figure 22: Twitter research on how Twitter integration increases tweets for ad campaign Figure 23: Percentage of top brands using social media for RTM in 2014 Super Bowl Figure 24: Super Bowl Social TV advertising integration – formats and usage Figure 25: Super Bowl Social TV advertising integration 2014 Figure 26: How Budweiser announced the winning name for its Clydesdale foal on Twitter Figure 27: Super Bowl 2014 tweets per minute, advertiser Esurance gains huge engagement Figure 28: Most-tweeted brands in the 2014 Super Bowl Figure 29: Social media buzz for top five advertisers in 2014 Super Bowl Figure 30: Social media buzz for top ten Super Bowl advertisers vs competitors Figure 31: Top 10 most-shared ads of Super Bowl 2014 Figure 32: Top 10 brands advertising in the 2014 Super Bowl, ranked by online buzz Figure 33: 2014 Super Bowl advertisers ranked by volume of social posts and sentiment Figure 34: 2014 Super Bowl advertisers, by volume of social mentions Figure 35: 2014 Super Bowl advertisers, by volume of positive and negative sentiment Figure 36: 2014 Super Bowl advertisers, by percentage of positive and negative sentiment Figure 37: 2014 Super Bowl advertisers ranked by popularity with audience types Figure 38: 2014 Super Bowl advertisers ranked by advertising categories Figure 39: Top-ranked brands by media value earned in Super Bowl 2014 Figure 40: Bottom-ranked brands by media value earned in Super Bowl 2014 Figure 41: Super Bowl advertisers’ ROI, calculated by Twitter followers and tweets Figure 42: Mercedes #YOUDRIVE campaign – inviting viewers to tweet #hide or #evade Figure 43: Positive results from the #YOUDRIVE campaign Figure 44: Red Bull Media House and iPowow integrate fan opinions into a soccer match, live Figure 45: Second screen devices used during Super Bowl 2014 Figure 46: Social networks ranked by sharing of the 2014 Super Bowl Figure 47: Percentage of viewers ages 13 – 49 engaging in Social TV activities Figure 48: TV content viewing and social media activity by US broadband users Figure 49: Rising international Social TV activities 2011-12 Figure 50: US, UK, German and Italian use of smartphones while viewing TV Figure 51: US, UK, German and Italian use of tablets while viewing TV Figure 52: Social TV participation rates by age groups Figure 53: Tablets and mobiles are most used online in the evening Figure 54: US social media and TV use during prime time
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