Evaluating content in real time

Ross Williams Ipsos MediaCT

How it works…

Respondents download the MobiLive app.

Reminder to watch the relevant live content

Rate content through chat, questions, competitions and Mobitrace.

Receive instant, aggregated feedback on content.

Enhances enjoyment of content, rather than distracting from it.

2011 Academy Awards

Live Oscar viewing party, using Lumi Mobile technology.

During live broadcast on ABC. All respondents from USA.

Over 100 respondents from pre-show to best picture award.

Valuable insight into the show, and into ad recall/opinion on ABC shows.

Participation using touch screenson Nokia, Android and Apple smartphones/tablets.

The Mobilive Academy Awards App

Learnings from the party

Respondents willing to spend more time doing surveys on their smartphones…

88% say MobiLive made watching the show more enjoyable.

92% say interactive apps would make them more likely to watch live TV events.

Dancing With The Stars – Season Premiere

AppCast Mobile Chat/Research

March 21, 2011

Project Specifications Mobile chat and survey conducted by Ipsos Media CT using Lumi

Mobile’s AppCast technology.

Conducted during the live season 12 premiere of Dancing with the Stars on Monday, March 21, 2011 from 8pm-10pm ET/7pm – 9pm CT.

Pre show questions began 15 minutes prior to program start. Post show questions fielded for 10 minutes after show end.

~60 Adults 18-49 (75% Female, 25% Male) participated. Fairly even split of heavy (5+ seasons) and lighter (Under 5 seasons) past viewers.

Respondents participated in chat and answered questions using their touch screen on Nokia, Android and Apple smartphones/tablets.

A third indicated the programme exceeded their expectations

35%

59%

6%

Exceeded my expecta-tionsMet my expectationsFell below my expecta-tions

Would you say the premiere of DANCING WITH THE STARS exceeded, met or fell below your expectations?(asked after the show)N=63

Nearly all indicated they would be back next week

I will definitely watch

I will more than likely watch

I will watch if I happen to come across it

I will watch only if someone else wants to

I will definitely not watch

66%

29%

5%

0%

0%

How much effort will you make to watch DANCING WITH THE STARS next week? (asked post show)N=62

Nearly all felt the AppCast made the programme more enjoyable…

85% said it made the show more enjoyable

89% said they would be more likely to watch live programming

using this technology

Thank youRoss Williamsross.williams@ipsos.comt: 020 8861 8041m: 07881 913 086