media playground 2013 #mtplayground social tv analytics a look at the new engagement metrics an...
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Media Playground 2013 #mtplayground
Social TV analytics A look at the new engagement metrics
An overview of the social TV market and SecondSync analysis of Twitter conversations around TV programmes. What are the implications for both advertisers and the TV industry?
Julie MacManus MediaTel Group@juliemacmanus 20th March 2013
Media Playground 2013 #mtplayground
• 40% of all Twitter traffic around peak time is about TV
• 6 million UK Twitter users tweeted about TV (Jan – Oct 2012)
• 60% of UK Twitter users use Twitter while watching TV
Twitter & TV
Twitter UK Internal 2012: SecondSync 2012
Media Playground 2013 #mtplayground
Connected Consumer / SecondSync 2013
Media Playground 2013 #mtplayground
SecondSync 2012
Media Playground 2013 #mtplayground
SecondSync 2012
Media Playground 2013 #mtplayground
Media Playground 2013 #mtplayground
Freeview Made in Chelsea Advert
Media Playground 2013 #mtplayground
Media Playground 2013 #mtplayground
#DancePonyDance
Media Playground 2013 #mtplayground
Tweets mentioning John Lewis pre and post “The long wait” launch
Media Playground 2013 #mtplayground
UK Census 2011/UKOM Nielsen Dec 2012
28,038,667
7,559,750
2012 monthly averages: UKOM Nielsen/MediaTel
Average monthly users 2012
Twitter users Population profile0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
50+35 - 4925 - 3418 - 242 - 17
Twitter users age profile vs the population
Media Playground 2013 #mtplayground
• 54 million Facebook mentions of Super Bowl vs 24 million tweets
• 90% of brand conversations happen offline
• 44% of people use social networks every week
Facebook/Twitter UK Internal 2012: SecondSync 2012/Keller Fay/Nielsen
Media Playground 2013 #mtplayground
Media Playground 2013 #mtplayground
Thank youMedia Playground 201320th March – RBS London
@MediaTelCC
MediaTel Group UK