Next  Genera*on  Social  Audience  Data    

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What  Nielsen®  does  for  television  and  radio,  what  comScore®  does  for  web  traffic—that’s  what  we  do  for  social  media    Proprietary  demographic  and  psychographic  social  audience  data    Largest  social  iden*ty  data  set  in  market  -­‐  7  years  collec*ng  and  matching  public  social  data  across  sixty  social  networks*    

WHO  WE  ARE  

*PeekAnaly*cs  accesses  TwiKer  data  by  way  of  DatasiL  

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Insights  available  for  any  social  audience  include:  •  Age  (Nielsen  and  IAB  segments)  •  Geo-­‐loca*on  (City,  State,  Country,  Nielsen  DMA)  •  Income  (IAB  income  segments)  •  Industry  •  Educa*on  •  Social  Graph  Ac*vity  (influence,  impressions)  •  Interest  (370  IAB  categories)  •  Brand  affinity  (5000  brands)  •  TV  show  affinity  (350  TV  shows)  •  Celebrity  affinity  (20K  celebri*es)  

WHAT  WE  DO  

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Cross  Silo  Data  -­‐  Patented  technology  that  goes  way  beyond  standard  TwiKer  engagement  metrics      Census  level  analysis  –  over  200mm  social  consumers  in  the  database.    Fully  scalable  -­‐  not  dependent  on  opt-­‐in  consumers  to  grow  the  dataset      

COMPETITIVE  ADVANTAGE  

DATA  DRIVEN  DECISIONS  

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SALES   MARKETING   DEVELOPERS  

•Report  social  audiences  back  to  clients  •Research  compe**ve  landscape  for  a  pitch  •Track  and  sell  more  sponsored  na*ve  content  based  on  data  

•Social  audience  tracking  pre  and  post  campaigns  •Easily  research  and  design  influencer  programs  •Understand  and  rank  compe*tors  for  campaigns    

•Integrate  data  into  complex  systems    •Append  data  into  marke*ng  and  adver*sing  plaborms  •Augment  CRM  systems  with  the  data  

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AFFINITY  FOR  TOP-­‐350  TV  SHOWS  

24% of people who follow @Nike like ESPN Sportscenter, which is 3.1x the national

average.

4.1% of people who talk about the Nike+ Fuelband like CNN Headline News (1.2x US

average) . 12.7% like the Walking Dead (.9x the US average).

34% of the audience that follow

@sundancechannel are interested in the Conan O’Brien show, 2.3x the US average.

People who tweet about Travel Channel shows

are 3.7x more likely to be a brand fan of Carnival Cruise Lines. People who tweet about National Geographic are 2.1x more likely to be

Carnival Cruise Line brand fans.

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AFFINITY  FOR  5000  CONSUMER  BRANDS  

6.4% of people who tweet about American Idol are Ford brand fans, which is 40% lower than the

US average. 7.2% of these same people are Hyundai brand fans, 80% greater than average.

4.3% of people who tweet about #MTVEMA are Chanel brand fans, which is about 3.6x greater

than the average.

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AFFINITY  FOR  20,000  CELEBRITIES  

31% of people who talk

about Nivea products also like Rihanna, which is 1.4x

greater than the US average. Rihanna’s fans are

7.7x more likely to be Clinique brand fans.

53% of Justin Timberlake’s Twitter followers also like

Rhianna, 2.4x the US average.

43% of people tweeting About the MTV Music awards like Miley Cyrus, which makes them 3x more likely to be fans.

Miley’s fans are 3.6x more likely to be Clinique brand fans than

average. They are .6x (40% less than average) likely to be

interested in luxury auto brands.

29% of people tweeting World War Z in 2013 are fans Brad Pitt, 1.8x greater than

average. 25% of people who tweeted positively about

Moneyball like Brad Pitt, 1.5x greater than average.

Brad’s fans are 67% female, 33% male. 24% earn over $100K/yr.

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370  IAB  INTERESTS  CATEGORIES  

17% of people who Tweet about the Grammy’s like Books & Literature, 1.3x greater than average.

4.2% of Ashton Kutcher’s followers are interested in

career planning, 50% greater than the US

average.

People who are interested in arts & crafts are 4.5x more likely than average to like

The Middle on ABC.

14% of people tweeting about Agents of S.H.I.E.L.D. like Mexican food, 3x the US

average.

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GEO-­‐LOCATION  INSIGHTS  BY  NIELSEN  DMA  LEVEL  

Current  reports  show  top  ci*es,  states  and  countries  Next  Genera*on  insights  will  offer  DMA  level  geo-­‐loca*on  

6% of people talking about tax prep software are from the New York DMA, which

is 1.1x the US average.

10% of people talking about the Weather Channel in the Chicago DMA, also like LL

Bean, which is 3.4x the Chicago DMA average.

33% of the people talking about the

Republican party inside the Los Angeles DMA, are more likely to like sports (1.2x),

art (2.1x) and movies (1.3x).

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GEOFENCE  THE  SOCIAL  AUDIENCE  

Capture  and  analyze  all  social  data  within  defined  borders  (lat/long  coordinates)  

64% of people tweeting from Times Square are from New York, New Jersey, or

Connecticut. 8% are from the UK. 4% went to a tier-1 university. 6% are Jeep brand

fans. 7% like watching Breaking Bad.

52% of the people tweeting from the Westfield Paramus Mall make between

$50,000-$100,000 and are more likely to like movies theatres (3.2x), family travel

(1.5x) and Teen Wolf on MTV (3.7x).

25% of the people tweeting from the MetLife Stadium at the Superbowl were male and

were between the ages of 26-35.