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Social Listening & Analytics:
A focus on TV broadcasters/producers
Listening What is happening around a TV broadcast in social/online media?
Analytics Benchmarking
How is a TV broadcast performing/benchmarking?
How do owned & earned channels benchmark against competition?
Reporting How can success be measured and improved based on KPIs?
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Table of Content
Analysing audience reaction to key events during a show broadcast
Share of voice comparison between talent show judges, hosts and acts
Sentiment analysis for top talent show acts
Compare reach vs engagement for top talent show acts
Total buzz between different topics around weekly shows
Measuring and analysing Twitter engagement and potential reach for top
tweets
Identifying top influencers on Twitter
Comparing Twitter audience activity
Using social listening to monitor press and blogs
Benchmarking owned & earned social media presence against the competition 3 4 4 5 5 6 6 7 7 8 9
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Despite the growing importance of the Internet, TV remains a popular past-time for
many of us. But even while we watch our favourite shows, many of us remain active
online. The team here at Talkwalker has been looking at TV formats with a high social
TV engagement, such as talent shows and reality TV (e.g. British reality show Made
in Chelsea, Big Brother UK or Britain’s Got Talent). The success of these shows is
also reflected via major buzz on social networks. Broadcasters and producers
increasingly work to foster and exploit the social TV phenomenon. It enables them to
better interact with the audience, drive audiences to the broadcast and ancillary
products like apps or develop audiences on social media. They also gain useful
insights by analysing the masses of data that are being generated.
Tools like Talkwalker can be used to monitor, analyse and report on what is happening
in the social TV sphere around these shows. Here are some use cases and examples
of how social listening can help TV producers by generating valuable insights into
audience expectations.
Analysing audience reaction to key events during a show broadcast
This overview gives insight into minute-by-minute Twitter activity, audience reaction to key events and topic comparison during a show broadcast. The April 12 show for Britain’s Got Talent peaked at over 5,700 tweets per minute when judge David Walliams pressed the ‘Golden Buzzer’ for talent Paddy and Nico, securing the pair’s place in the final for their dance routine.
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Share of voice comparison between talent show judges, hosts and
acts
Here we can see which judges & hosts, but more importantly, which acts create the most buzz around the Britain’s Got Talent broadcast. A majority of the judges’ share of voice went to Simon Cowell, infamous for his snide remarks and sharp comments about the performances of the show’s participants. Using widgets and dashboards, these results are easily and flexibly exportable for post-show analysis and reporting.
Sentiment analysis for top talent show acts
An automated sentiment detection via natural language processing allows to compare sentiment towards the different acts of a talent show. Broadcasters and producers can then correlate this data with voting patterns. Identifying these patterns then gives them an opportunity to see which contestants are likely to move on to the finals of the show.
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Compare reach vs engagement for top talent show acts
Using the reach vs engagement functionality, we can quickly analyse how the different acts resonate with the social TV audience.
Total buzz between different topics around weekly shows
Total results of different topics related to the British reality TV show Made in Chelsea over 30 days. The seventh series of the show, which generated a lot of buzz on Twitter, was broadcast over a period of 11 weeks on UK channel E4.
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Measuring and analysing Twitter engagement and potential reach for
top tweets
Top tweets for Made in Chelsea, sorted according to their engagement rates (i.e. the number of retweets). Based on this information, the show’s producers can work on creating more engaging tweets for their official Twitter handle and also brief the show’s participants on which content could work best for them.
Top tweets for Made in Chelsea based on potential reach (i.e. the number of Twitter followers). Twitter handles with positive tweets about a show can be targeted more specifically in order to generate further engagement and buzz.
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Identifying top influencers on Twitter
Here we can see the top 10 Twitter influencers (based on total potential reach for a period of 7 days) for Made in Chelsea. This table can also be sorted by number of posts (incl. positive/neutral/negative) or engagement level. Producers can use this influencer list to find the most relevant members of the show’s audience and gain feedback on the story development.
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Big Brother, the mother of all reality TV formats, is still thriving and the latest UK version was recently broadcast on Channel 5. The above chart looks at Twitter audience activity for official Twitter handles of the different housemates that are participating in the last series.Using social listening to monitor press and blogs
Social listening can also be used as an online press monitor. Aside from plugging into APIs of social media networks, good listening and analytics tools crawl millions of sources on the web including news sites, forums or blogs on an ongoing basis. Above is a selection of Big Brother ‘press cuttings’, ranked by potential reach (based on average monthly page views of news sources). Good tools also allow users to create custom panels for specific analytics. The top 100 bloggers for Big Brother could, for example, be analysed separately to gain further insights.
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Benchmarking owned & earned social media presence against the
competition
For benchmarking, tools such as Talkwalker offer functionalities to quickly compare different social media offerings. In the above example we are looking at 7-day evolution of fans for some of the Facebook pages related to Britain’s Got Talent. The winning act of the last series, Collabro, are showing the highest fan growth - although they still have a long way to go if they want to catch up with the infamous Simon Cowell.
These are just some examples of how social listening and analytics can generate valuable and useful insights for the broadcasting industry. But there are many more situations where these insights can benefit producers or broadcasters. They can be used to detect and analyse the general sentiment towards channels, shows or presenters; theme clouds are an easy way to identify hot topics or upcoming trends and develop new show concepts.
A social media monitoring tool like Talkwalker also allows users to benchmark event or campaign performances against competitors. And last but not least, even marketers working within the TV ecosystem can use it, for example to see how much buzz their TV advertising is generating on social media.
