March 2012 White Paper

The Standard in #SocialTV

2012 Wiredset LLC. All rights reserved.

The March White Paper is part of a monthly release of Trendrr.TV social TV data addressing the problem of valuing media, understanding marketing and advertising effectiveness as well as production resonance through processing social data. Trendrr.TV tracks social activity from Twitter, Facebook and multiple second screen services for all television networks and shows. There were over four thousand telecasts in March and Trendrr.TV captured the social data around all of them. In this month's report we take a look at which social networks were preferred by different audiences, we compare cable and broadcast, and we discover which programs delivered the most social bang in March. Also included is a recap of the first quarter and a special look at the NCAA Tournament. Contents

pg.3 ......... Social TV March: Top Shows by Social Network

pg.4 ......... March: Cable & Broadcast pg.5 ......... March: Network Rankings pg.6 ......... Q1 2012 Review

pg.7 ......... Special Analysis: NCAA Tournament

pg.8 ......... Contact

Social TV March
Top Shows By Socal Network
Broadcast
Dominant Service: Twitter The Voice American Idol The Bachelor Why: The highest volume of television engagement through Twitter happened during The Voice's 'The Battle Begins' episode, American Idol's first round devoted to finalists and The Bachelor's season finale. Dominant Service: Twitter Pretty Little Liars The Walking Dead Bad Girls Club Why: The revelation of A's true identity during the Pretty Little Liars season finale set off a riot of tweets. The Walking Dead finale had similar effect. A special episode featuring Tanish Thomas interviewing members of the BGC cast made it the third most tweeted show for the month.

Cable

Dominant Service: Facebook The Simpsons Family Guy The Vampire Diaries Why: As we uncovered in our last report, Facebook is the preferred social network for cartoon show audiences. A few of the highest performing shows include The Simpsons and Family Guy. The Vampire Diaries also performed highly on Facebook.

Dominant Service: Facebook The Walking Dead SpongeBob SquarePants South Park Why: While the single highest volume of Facebook activity occurred during the season finale of The Walking Dead, SpongeBob Squarepants is the reigning champion of Facebook conversations.

Dominant Service: GetGlue Once Upon a Time Dancing with the Stars The Vampire Diaries Why: The shows that drew the largest audience involvement through GetGlue included Once Upon a Time, DWTS and The Vampire Diaries' final

Dominant Service: GetGlue The Walking Dead Pretty Little Liars Mad Men Why: Aforementioned finales of The Walking Dead and Pretty Little Liars also racked up the most of interactions through the service GetGlue.

*Excludes tentpole events and NCAA Tournament

2012 Wiredset LLC. All rights reserved.

March Broadcast and Cable

In March, activity around cable programming made up 59% of total social engagement on television.
3000000 2500000

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0

Broadcast
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Broadcast by Service
1200000

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Cable by Service
There was an average of over 860,000 social interactions per day on cable television in March. Memorable days for Social TV included the Super Tuesday Primaries at the start, the NCAA Tournament and Pretty Little Liars finale in the middle and Nickolodeon's Kid's Choice Awards at the end of the month.

March Cable by Source

2500000 NCAA Tournament

2000000
1500000 PLL Finale

Kid's Choice Awards

31-Mar

On average there were over 580,000 social interactions per day on broadcast television in March. Some of the biggest surges in social activity were brought around by big moments in the series' American Idol and The Bachelor. By far the highest levels of engagement for the month happened during the live sporting events of the NCAA Men's Tournament.

800000 600000 400000American Idol Finalists Chosen 200000 0 2-Mar 3-Mar 5-Mar 8-Mar
1-Mar 4-Mar 6-Mar 7-Mar

NCAA Tournament: Duke v. NCAA Tournament: North Lehigh Carolina v. Kansas NCAA Tournament: Kansas v. TWITTER The Bachelor Finale Ohio State FACEBOOK GETGLUE
MISO 9-Mar

TWITTER FACEBOOK
GETGLUE

1000000 500000
0

Super Tuesday Primaries

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2012 Wiredset LLC. All rights reserved.

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March Social TV Network Rankings

Social TV Share: Broadcast Networks
40% 35%

Broadcast
Of the 5 broadcast networks, CBS and NBC had the highest increase in broadcast social share, up 5% from February. CW remained unchanged from February. The broadcast social shares of FOX and ABC were down from February.

30% 25% 20% February

15% 10% 5%
0% CBS Shows NBC Shows CW Shows FOX Shows ABC Shows

March

Cable
12%

Social TV Share: Top Cable Networks

10%

MTV was the top social cable network for the month of March with 10% cable social share, fueled by the winding down of Jersey Shore. truTV, benefiting from the NCAA Tournament, came in second with 9% cable social share. Rounding out the top 5 social cable networks for the month of March were TBS (8%), Nickelodeon (7%), and TNT (7%).
* Social Share Share of Voice is the percentage of the total broadcast or cable activity, including Twitter conversation, public Facebook posts, Facebook likes, Miso and GetGlue check-ins, that is attributed to a particular network or show for a specified monthly time period.

8%
6%

March Share of Voice*

4% 2%
0%

MTV

truTV

TBS

Nickelodeon

TNT

2012 Wiredset LLC. All rights reserved.

Q1 2012 Review
5000000 4000000
3000000 Super Bowl XLVI 17.5M Grammy Awards 17.1M Totals Academy Awards 4.5M

2000000 1000000
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The graph above represents total social TV activity for the first quarter of 2012 in which Trendrr.TV recorded over 150 million conversations and other social interactions. The off-thechart high points are the result of record breaking Social TV tentpole events: Super Bowl XLVI, The Grammys and the Academy Awards. Further down the line, a spike around March 15 represents the beginning of March Madness. In this expanded view of the quarter you'll notice most social activity is occurring at the beginning of the week. Wednesday tends to be a slower day for social participation but viewers are returning briefly to Thursday's lineup before heading out for the weekend.

January
4%

February
9% 16%
TWITTER

March

23%

10%
TWITTER

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TWITTER
15% FACEBOOK

FACEBOOK
GETGLUE 73% 81%

FACEBOOK
GETGLUE

GETGLUE 69%

Facebook
January saw the highest share of social engagement through Facebook for the quarter. Besides cartoon fans using the social network as a gateway to their shows, Facebook was the favored point of entry to the many political events of the month.

Twitter
Looking back on the quarter month by month it is clear that Twitter was the favored platform for engaging with TV across the board. However, during tentpole events audience reliance on the service grows to even greater disproportions. February, the month in which some of the most social TV events of all time took place, saw the greatest social engagement through Twitter. 2012 Wiredset LLC. All rights reserved.

GetGlue
In March The Walking Dead, Pretty Little Liars, and Mad Men had fans scrambling to check-in and unlock stickers. GetGlue saw the highest share of social engagement for the quarter in March.

Social Madness!
Special Analysis: NCAA Tournament
National Championship Game - Kansas vs. Kentucky Final Four - Kansas vs. Ohio State Final Four - Kentucky vs. Louisville Elite 8 - North Carolina vs. Kansas Elite 8 - Kentucky vs. Baylor Elite 8 - Syracuse vs. Ohio State Elite 8 - Louisville vs. Florida Sweet 16 - Kansas vs. NC State Sweet 16 - Kentucky vs. Indiana Sweet 16 - North Carolina vs. Ohio Sweet 16 - Baylor vs. Xavier Sweet 16 - Florida vs. Marquette Sweet 16 - Cincinnati vs. Ohio State Sweet 16 - Louisville vs. Michigan State Sweet 16 - Wisconsin vs. Syracuse Round of 32 - Florida State vs. Cincinnati Round of 32 - Kansas vs. Purdue Round of 32 - Xavier vs. Lehigh Round of 32 - South Florida vs. Ohio Round of 32 - Florida vs. Norfolk State Round of 32 - North Carolina vs. Creighton Round of 32 - Michigan State vs. Saint Louis Round of 32 - Georgetown vs. NC State Round of 32 - New Mexico vs. Louisville Round of 32 - Colorado vs. Baylor Round of 32 - Iowa State vs. Kentucky Round of 32 - VCU vs. Indiana Round of 32 - Vanderbilt vs. Wisconsin Round of 32 - Murray State vs. Marquette Round of 32 - Gonzaga vs. Ohio State Round of 32 - Kansas State vs. Syracuse Round of 64 - Kansas vs. Detroit Round of 64 - Temple vs. South Florida Round of 64 - Notre Dame vs. Xavier Round of 64 - Michigan State vs. LIU Brooklyn Round of 64 - St. Mary's (CA) vs. Purdue Round of 64 - Michigan vs. Ohio Round of 64 - Duke vs. Lehigh Round of 64 - Memphis vs. Saint Louis Round of 64 - Missouri vs. Norfolk St. Round of 64 - North Carolina vs. Vermont Round of 64 - Georgetown vs. Belmont Round of 64 - Florida State vs. St. Bonaventure Round of 64 - Florida vs. Virginia Round of 64 - Creighton vs. Alabama Round of 64 - San Diego St. vs. NC State Round of 64 - Cincinnati vs. Texas Round of 64 - UNLV vs. Colorado Round of 64 - Ohio State vs. Loyola Maryland Round of 64 - Indiana vs. New Mexico State Round of 64 - Iowa State vs. Connecticut Round of 64 - Baylor vs. South Dakota State Round of 64 - Gonzaga vs. West Virginia Round of 64 - Wichita State vs. VCU Round of 64 - Kentucky vs. Western Kentucky Round of 64 - Vanderbilt vs. Harvard Round of 64 - New Mexico vs. Long Beach St. Round of 64 - Syracuse vs. UNC Asheville Round of 64 - Marquette vs. BYU Round of 64 - Wisconsin vs. Montana Round of 64 - Louisville vs. Davidson Round of 64 - Kansas State vs. Southern Miss Round of 64 - Murray State vs. Colorado State First Four - California vs. South Florida First Four - Lamar vs. Vermont First Four - BYU vs. Iona First Four - Mississippi Valley St. vs. Western Kentucky

Network Share of Activity

40%

35% 30%
25%

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5%

Share

0% CBS TBS TNT truTV

NCAA Tournament Social Activity by Network

Over the course of the tournament, CBS aired more NCAA games than competing networks TBS, TNT, or truTV, and on average these games were more socially active. Given the fact that CBS aired all the Elite 8, Final Four and Championship games this outcome makes sense.

Inside the Round of 64

700,000
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400,000 300,000 200,000 100,000 0 11:00 12:00 1:00 AM PM PM

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MARCH 15th Activity/hr.

MARCH 16th Activity/hr.

The Early Days of March Maddness

The Round of 64 took place during two days from March 15th to March 16th and had the highest volume of social activity of any tournament round. The Round of 64 also had the single highest activity per hour. In the chart above, take a look at the hourly social activity for the opening days, starting one hour before the tip-off of the first game until the hour at which volume levels peak (this happened at 9pm on both days). March 15th and March 16th experience a small bump in activity at tip-off time (e.g. 12:00pm, 2:00pm, etc.) during the early games. Chatter tends to build throughout the day, and culminates with the highest levels of activity at 9pm on both days. The Norfolk State win (6pm) and Lehigh University upset (9pm) on March 16th drive the hourly totals to Round of 64 highs.

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2012 Wiredset LLC. All rights reserved.

Contact Us
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2012 Wiredset LLC. All rights reserved.