TV Drives 11% of Online Sharing Every month, 46 million U.S. users generate 153 million social signals about TV.

ShareThis Social Intelligence Platform

TV Audience Segments*

46 million U.S. users sharing about TV on 2.5 million sites and apps

across 120+ social channels.

4.9 million TV viewers on 19 Audience Segments

Online Social Profiles of Offline TV Audiences

*Source: Nielsen Audience Segments, 2/1/2015 2  

TV IS A MAJOR DRIVER

OF SOCIAL ACTIVITY

ACROSS THE WEB.

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Comedy 9%

Crime 8%

Drama 21%

Music 16%

Reality / Variety

43%

Sci Fi 3%

Reality Series Drive Most of the Buzz Reality shows, talent competitions, and talk shows generate

more than half of all TV related social activity.

Social Volume by

Genre % of total shares

related to a specific genre

Every month, reality and music series generate 91 million social

signals

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On Average, 16% of Viewers Share About The Shows They Watch

Engagement Rate – % of total viewers who share content about the show:

•  Reality/Variety shows garner the most engagement from their fans, by far.

•  Watchers of new series are 1.9x more likely to share about them.

•  Streaming series (e.g. Netflix) draws 2.1x more social engagement than broadcast shows

Comedy

Crime

Drama

Music

Reality/Variety

Sci-Fi

New Series

Recurring Series

Broadcast

Streaming*

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Timing of Social Engagement Varies Drastically By Genre

•  Social buzz around drama series dips during broadcast, but spikes after the show.

•  Engagement with reality series and talk shows occurs mostly during show time.

Engagement Rate by time – % of total viewers who share content about the show:

Comedy Crime Drama Music Reality/Variety Sci-Fi

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Viewers Switch To Mobile To Socialize During Show Time

Device Usage Over Time - % of total sharing activity by device by hour:

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Twitter Is Especially Active During Live Broadcast Time.

Social Channel Usage Over Time – % of total sharing activity by device by hour:

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SOCIAL ACTIVITY

DRIVES VIEWERSHIP

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How Does Social Impact Viewership? We overlaid Nielsen viewership data with ShareThis social data to calculate Social Tune-in Lift, a

measure of the impact that sharing has on actual viewership

Social =

Baseline =

# of new viewers who clicked on shared TV content.

Total # of viewers who clicked on shared TV content.

# of new viewers

Total # of viewers

Social Viewer Conversion

Baseline Viewer Conversion

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Social Tune-in Lift Example: Downton Abbey

Social =

Baseline =

# of new viewers who clicked on shared TV content.

Total # of viewers who clicked on shared TV content.

# of new viewers

Total # of viewers

Social Viewer Conversion

Baseline Viewer Conversion

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26K new viewers who clicked on

shared DA content.

2.6M viewers who clicked on

shared DA content.

39K New Viewers

8.4M Total Viewers

1.01% Social Conversion

0.47% Baseline Conversion

2.1x

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Tune-in Lift: Lift in viewership from users who click on shared content about a series

Comedy

Crime

Drama

Music

Reality/Variety

Sci-Fi

New Series

Recurring Series

Broadcast

Streaming*

Users Who Click On Shared Content About TV Series Are 2.4x More Likely To Become Viewers

Sharing about reality/variety series is the most likely to generate new viewership.

New and streaming series garner nearly 2x as much tune-in lift as regular series.

Social Engagement Correlates With Higher Viewership

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Downton Abbey:

Avg weekly ratings rank: 9

Avg weekly social rank: 7

Social Is Especially Powerful In Driving New Viewer Discovery Correlation between social volumes and ratings tightens as average audience size decreases.

Correlation is also strongest for series in their first or second season.

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The Impact Of Social Presents Profound Opportunities For Networks

TV audiences are a prolific source of social activity.

Social activity provides powerful insights into

audience behaviors and serves as an effective

barometer for viewership

Sharing drives tune-in and discovery, especially for

new and fledging TV series

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Drive Viewership With Social Insights

Use social data to know who your most engaged audiences are, what they share, and how they share it.

Align messaging with social affinities and deliver media to contextually relevant content.

Use social signals to determine where and when to spend media dollars Heavy-up deployment around key events to drive conversion when conversations are abuzz. Monitor sharing trends in real-time and identify peaks of

engagement before, during, or after broadcast.

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The ShareThis Value

We make social data actionable For 50 of the top 100 Ad Age Leading National Advertisers. We leverage proprietary data + 3rd party data to generate unique insights.

Every month, 46 million U.S. users generate 153 million social signals about TV.

1.9B Social Signals Per

Month

1.9B Powering shares

on over 3MM Websites

3MM 384 MM US Active

User IDs

384MM Reaching 85%

of the US internet

population

85% Across 80+

Social Channels

80+

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