Discover the new Social TV landscape

How new entrants are challenging Twitter and Facebook, ramping up competition and transforming the Social TV market.

Futurescape’s Social TV report is a comprehensive survey of the Social TV sector, published twice-yearly since 2010. It provides the full context for understanding Social TV:
- The battle for Social TV dominance between Twitter, Facebook and their new rivals
- Why Twitter is strongly positioned for Social TV, but is not yet the clear winner (with full SWOT analysis for Twitter and Facebook)
- Broadcasters, producers and pay-TV operators – executing Social TV strategies to drive audience tune-in and engagement to boost ratings
- Innovation in Social TV formats and integrating social with TV programming
- The dynamic relationship between TV sports and social media
- How advertisers are embracing new opportunities to incorporate social into TV ad campaigns

Report details: 229 pages of analysis, with 100 tables and figures for instant reference on key Social TV research and data, together with in-depth company profiles of Social TV specialists, such as Beamly, ConnecTV, Shazam and Viggle.

Who is this report for?

- Television, advertising, telecoms, technology and social media professionals, to stay current with the fast-moving and complex Social TV market.
- Investors and analysts following major media organisations and social networks, and technology news, strategy and market developments.

Table Of Contents

EXECUTIVE SUMMARY 1
Twitter and Facebook are powerful partners for the TV industry
They offer rival Social TV products
Data and analytics are a key battleground
Twitter’s initiatives
Twitter previews video clips in users’ timelines, with one-touch play on mobile
Amplify and other B2B advertising products for broadcasters and brands
Partnerships with Nielsen and others to measure Social TV activity around the world
Data deals with ad agencies
See It feature lets Twitter users tune-in to TV programming by clicking on a tweet
Facebook fights back
Launching consumer Social TV products, with automatic content recognition
Video advertising - ideal for promoting TV shows, but competes with TV advertising
B2B data products for broadcasters to integrate Facebook into their programming
Weekly reports for networks to analyse Social TV activity on Facebook
Increasing competition - new players enter the Social TV sector
New entrants: Mobile messaging apps, BuzzFeed, Tumblr, Instagram and Pinterest
Producers are adopting a wider range of social networks for Social TV integration
Social TV apps: Beamly, ConnecTV, Shazam and Viggle
Twitter is ahead in Social TV
But it is not yet the clear winner
Challenges and risk factors for Social TV
Some TV companies are positioning against Facebook and Twitter
Broadcasters want to curate Social TV on their own platforms
Critiques of Social TV
Risk factors for Social TV
The television industry - executing Social TV strategies
CBS says Social TV opens up massive new revenue streams for broadcasters
Why Social TV is commercially significant for the TV industry
Challenges for business models, and TV and advertising formats
Boosting ad revenue from more live viewing and increased ratings
Building viewer engagement for TV programming and advertising
Social marketing of TV shows to acquire audiences
Viewers take charge with audience participation formats
Sports - an ideal match for Social TV
Social TV and television advertising
How Facebook and Twitter aim to tap into the global TV ad market
Advertisers integrate social into TV ad campaigns
Pay-TV and Social TV
Pay-TV operators: growing ARPU with social recommendation of content
Operators have major roles in Social TV
New frontiers for operators: Social TV as voice and video chat
Social TV - a global phenomenon
THE NEW SOCIAL TV LANDSCAPE - INCREASING COMPETITION 15
1. MOBILE MESSAGING APPS WHATSAPP, WECHAT AND LINE ENTER SOCIAL TV 15
1.1. Messaging apps are mobile-native social networks rivalling Twitter and Facebook
1.2. The competitive threat for the Social TV market
1.3. WhatsApp now a major player in Social TV with Mediaset World Cup deal
1.4. BBC News is innovating in Social TV with WhatsApp and WeChat
1.5. WeChat in Big Brother
1.6. The Walking Dead on Line
2. BUZZFEED OFFERS SOCIAL TUNE-IN FOR BROADCASTERS AND SOCIAL NEWS 19
2.1. Partnering with broadcasters to promote TV shows
2.2. Developing social news formats for broadcast TV and Web video
2.3. Leading the way for other digital media companies to enter Social TV
3. TUMBLR AND PINTEREST PARTNER WITH TELEVISION 21
3.1. Tumblr claims to be a leading venue for fan engagement
3.2. Major TV shows on Tumblr
3.3. Tumblr research says it has longer-lasting Social TV activity than Twitter
3.4. Tumblr and Twitter compared for live TV event engagement
3.5. The Tumblr-Viacom advertising partnership
3.6. Tumblr as a venue to premiere a new TV show and to engage existing fans
3.7. Pinterest - TV show integration and Social TV analytics
4. BROADCASTERS ADOPT FACEBOOK’S INSTAGRAM 27
4.1. Broadcasters use Facebook’s Instagram for Social TV engagement
4.2. The BBC’s news format for Instagram
4.3. E! Instagram Wall
5. TV PRODUCTION: SOCIAL INTEGRATION AND AUDIENCE PARTICIPATION 28
5.1. Shows are integrating multiple social networks
5.2. The Voice pre-show event #VoiceTailgate - socially extending the format
5.3. HBO’s Girls
5.4. Telemundo’s 2014 Billboard Latin Music Awards
5.5. Innovative second screen formats put viewers in charge: Rising Star
TWITTER VS FACEBOOK IN SOCIAL TV INNOVATION 31
6. INTENSE RIVALRY OVER SOCIAL TV 31
6.1. Facebook and Twitter are battling over the future of television
6.2. How they impact the entire TV value chain
6.3. Will the social networks take revenue from the global TV ad market?
6.4. Converging features for Social TV, as the social networks copy each other
6.5. Intense competition to sign up broadcasters for Social TV services
6.6. Has Twitter won for enabling live Social TV conversations?
6.7. Twitter looks to make video sharing easier
6.8. Critics: Twitter is too small and its users do not engage enough with TV
6.9. Facebook’s automatic content recognition helps users post about TV shows
6.10. Facebook is activating its larger user base for real-time Social TV
6.11. Facebook has better Social TV data than Twitter, says CBS Research Chief
6.12. Other major rivals challenge both the social networks for the Social TV market
7. RESEARCH ON TWITTER AND FACEBOOK AS SOCIAL TV INFLUENCERS 42
7.1. Research studies support both Twitter and Facebook as Social TV influencers
7.2. Nielsen SocialGuide - Twitter volume correlates to increases in TV ratings
7.3. Nielsen study concludes that Twitter can drive TV ratings - and vice-versa
7.4. Facebook’s Watching With Friends Social TV research: USA, UK and Australia
7.5. Trendrr study: Facebook has five times the Social TV engagement of rivals
7.6. CTAM study: Facebook more influential than Twitter at boosting TV show tune-in
8. TWITTER’S SOCIAL TV STRATEGY 45
8.1. Social TV SWOT analysis
8.2. Strengths
8.3. Weaknesses
8.4. Opportunities
8.5. Threats
8.6. Twitter’s TV strategy - from outreach in 2009 to a Social TV IPO
8.7. Can Twitter generate significant revenue from Social TV?
8.8. Twitter’s consumer products for Social TV
8.9. Twitter Cards, Vine and integrating video
8.10. See It - enabling Twitter users to tune-in to TV shows direct from a tweet
8.11. TV Trending feature
8.12. Improved coverage of live TV events
8.13. DVR Mode
8.14. Twitter’s B2B products for Social TV advertising
8.15. Amplify - TV sports and entertainment clips, with advertiser pre-rolls
8.16. Amplify broadcaster partnerships
8.17. Amplify partnerships direct with sports rights holders - USTA and NFL
8.18. TV Ad Targeting - Twitter ads support TV commercials
8.19. TV Conversation Targeting - Twitter ads target viewers of specific TV shows
8.20. TV Conversation Targeting for major sports events
8.21. Does Twitter have a monopoly on Social TV data?
8.22. Nielsen’s and Twitter’s joint Nielsen Twitter TV Ratings
8.23. Major Social TV advertising deals with Starcom MediaVest Group and WPP
8.24. Is Twitter taking money from TV ad revenue? Or helping networks make more?
8.25. Twitter’s partnership with ESPN on cross-platform ad sales
8.26. Broadcasters and content owners use Twitter to distribute original Web video
8.27. Is Twitter a TV distribution platform?
8.28. Promoted Trends for marketing TV shows
8.29. Twitter CEO Dick Costolo: being the second screen is Twitter’s future
8.30. Twitter UK executives on Twitter’s “phenomenal” relationship with television
8.31. Acquiring companies for the Social TV strategy
8.32. Social TV analytics providers: Bluefin Labs, Trendrr, SecondSync, Mesagraph
8.33. Mobile advertising exchange MoPub
8.34. Recruiting executives dedicated to liaising with the TV industry
9. FACEBOOK’S SOCIAL TV STRATEGY 62
9.1. Social TV SWOT analysis
9.2. Strengths
9.3. Weaknesses
9.4. Opportunities
9.5. Threats
9.6. Facebook’s TV strategy - from “disrupting” the TV industry to integration with TV shows
9.7. Mark Zuckerberg in 2010: Facebook will disrupt the entertainment industry
9.8. Zuckerberg in 2011: partnerships, with a positive spin on disruption
9.9. The 2012 strategy to reposition Facebook as television’s 24/7 partner
9.10. Facebook’s partnership with TBS on cross-platform ad sales
9.11. For Facebook’s mobile-first strategy, Social TV is a key mobile use case
9.12. Facebook now confronts Twitter much more aggressively over Social TV
9.13. Staffing up to support the TV industry in using Facebook more effectively
9.14. Weekly reports to US networks on Facebook users’ activity about their shows
9.15. Facebook’s Public Content Solutions help integrate Facebook into TV shows
9.16. How social data company Mass Relevance integrates Facebook buzz with TV
9.17. Broadcasters partnering to use the data tools
9.18. How Facebook data is integrated with Fox Sports coverage
9.19. Integration into Dancing With the Stars
9.20. Leveraging Facebook data to boost repeat ratings for Bravo’s Real Housewives
9.21. A virtuous circle of Facebook user participation?
9.22. Facebook’s consumer Social TV products
9.23. TV listings
9.24. Twitter-style hashtags and trending topics
9.25. Star ratings for TV shows and movies
9.26. The Watching action lets Facebook users share their viewing in real time - like on Twitter
9.27. The strategic significance of Watching
9.28. A direct attack on Twitter’s hold over live TV engagement
9.29. Watching provides Facebook with fresh media consumption data
9.30. It enhances TV-related and real-time advertising opportunities
9.31. How does Watching work?
9.32. Automatic content recognition makes posting Watching updates even easier
9.33. Challenging TV advertising with Facebook video advertising
9.34. Facebook is positioning its video advertising as better than television
9.35. Broadcasters can leverage video ads to market TV shows
9.36. Nielsen study for Facebook says moving TV ad spend to Facebook lifts reach
9.37. COO Sheryl Sandberg: Facebook advertising is comparable with television
9.38. Brand advertising is effective says Facebook
9.39. Research shows Facebook is well-suited for brand building
9.40. Global brewer AB InBev shifts ad spend into Facebook from TV
9.41. UK marketers believe Facebook is right for brand building
9.42. Facebook for TV global TV show marketing
9.43. Graph Search - useful for marketing TV shows?
9.44. Facebook’s effectiveness in marketing a TV station
9.45. Facebook’s roles in pay-TV
9.46. Social recommendation to boost pay-TV ARPU
9.47. Netflix and Hulu viewing and social sharing are available via Facebook
9.48. Broadcaster Timeline apps for viewing TV content
9.49. Distributing live sports channels via Facebook
9.50. Distributing premium video-on-demand via Facebook
9.51. International content owner deals
9.52. Facebook distribution for reality TV series A Chance to Dance
9.53. HBO UK: assisting content owners realise the value of back catalogue content
CHALLENGES FOR SOCIAL TV 89
10. BROADCASTERS POSITIONING AGAINST FACEBOOK AND TWITTER 89
10.1. Investing in Social TV providers
10.2. ConnecTV - supported by US broadcasters
10.3. Turner Broadcasting - incubating tech startups
10.4. Platform operators partnering with startups
10.5. Many broadcasters aim to curate and “own” Social TV content and interaction
10.6. CBS Connect
10.7. Discovery Communications
10.8. Oxygen Connect
10.9. USA Network
10.10. Channel 4 - removing Facebook integration
11. CRITIQUES OF SOCIAL TV 93
11.1. Social TV fails to enhance viewing
11.2. Social TV does not influence ratings and is irrelevant to advertisers
11.3. Social TV providers have not yet demonstrated sufficient value to viewers
11.4. The counter-critique: Social TV providers are too focused on one function
11.5. Other responses
11.6. Almost all TV viewing is not simultaneous with social media use
12. RISK FACTORS FOR SOCIAL TV 97
12.1. How much can the TV industry rely on social networks?
12.2. Can the television industry work out how to engage with Social TV?
12.3. Why broadcasters must do more to engage viewers socially
12.4. Is there too much emphasis in Social TV on Twitter-style real-time interaction?
12.5. Are Social TV opportunities limited for drama?
12.6. Social media users do not want “frictionless sharing” of what they are watching
12.7. Are there limits to social discovery for video content?
12.8. Caution needed over users’ reactions
12.9. Too many Social TV apps?
THE TELEVISION AND CE INDUSTRIES - EXECUTING SOCIAL TV STRATEGIES 101
13. BROADCASTERS BOOST TV RATINGS AND REVENUE 101
13.1. Why broadcasters need Social TV
13.2. Broadcaster support for Social TV
13.3. Twitter’s analysis of British Social TV engagement
13.4. Integrating Twitter with live event TV shows to drive viewing
13.5. Broadcasters partnering with Facebook
13.6. ABC’s Scandal - extensive engagement via Twitter
13.7. AMC’s The Walking Dead - top TV show with multiple forms of social engagement
13.8. ABC Family's Pretty Little Liars - top cable series and a leader in Social TV
13.9. Channel 4 - scheduling catch-up channel 4seven from online buzz
13.10. USA Network - Psych Facebook game correlates with higher ratings
13.11. Starz - Spartacus Facebook game recommissioned
13.12. TV drama can engage viewers with fictional characters
13.13. Engagement via playing along with a TV game show
14. SOCIAL MARKETING OF TV SHOWS AND CHANNELS 106
14.1. AandE - building audience for the third season of reality series Duck Dynasty
14.2. BBC America - social engagement for Orphan Black tune--in
14.3. CBS - Fall Previews Hub and social contests
14.4. Fox - advance screenings and live chat via Facebook and Twitter
14.5. HBO UK - promoting shows with personalised recommendations via Facebook
14.6. MTV UK - acquiring and identifying fans via social networks
14.7. MTV - transforming viewers into fans
15. BROADCASTER APPS AND INTEGRATING SOCIAL TV 108
15.1. AMC’s Breaking Bad - live viewing interactivity for a drama
15.2. Discovery Networks International - viewer engagement via Facebook and YouTube
15.3. Fox - dual strategy of broadcaster app and syndicating content to third-party apps
15.4. HBO Connect - broadcaster-branded social activity and new social networks
15.5. NBCU, HBO, Viacom and Cinemax - partnering with Social TV provider Beamly
15.6. Showtime Sync - iPad app for live social viewing
15.7. Telemundo’s Secreteando - social novela
15.8. Univision - second screen content and social comments for catch-up viewing
16. SPONSORSHIP, WEB ADS AND TRANSACTIONAL REVENUES 113
16.1. How broadcasters can gain revenue from Social TV
16.2. Does Social TV represent a new ad revenue stream?
16.3. Social TV sponsorship
16.4. Bravo - polls offer Social TV sponsorship opportunities
16.5. Glee - Social TV matches campaigns focused on family and community values
16.6. USA Network - Social TV initiatives that emphasise Lexus brand attributes
16.7. Boosting Web advertising revenue
16.8. CBS - increased Web ad revenue from social activity
16.9. Discovery Communications - driving traffic to Web sites for online advertising
16.10. TVGuide.com - increased Web site ad revenue from Social TV integration
16.11. Weather.com - Twitter Web site integration boosts time spent on site
16.12. Transactional opportunities for television
16.13. NBCU, Beamly and American Express link Social TV directly with purchasing
16.14. Other Social TV merchandise initiatives - HBO, Shazam and eBay
16.15. Paid and sponsored voting via Facebook
16.16. Channel 5 (UK) and Big Brother - Facebook paid voting
16.17. Britain’s Got Talent - free and paid voting via apps
16.18. The Voice (USA) - Facebook Timeline voting app
16.19. Apps extending TV formats
16.20. Freemium model for The Voice karaoke app
16.21. The Walking Dead: Assault game - paid apps and in-app purchases
16.22. BBC Worldwide and Stardoll - subscription-based community for Strictly Come Dancing
17. PRODUCERS ENHANCE TV SHOWS WITH SOCIAL MEDIA 119
17.1. Social media lets producers innovate cutting-edge formats and engage viewers
17.2. Twitter and Facebook real-time data enhances shows, informs format changes
17.3. Incorporating Social TV into multiple TV genres and formats
17.4. Which genres are best suited to Twitter and Facebook?
17.5. American Idol - voting via Google and voting data from Facebook
17.6. Big Brother USA - influencing the show’s narrative via a Twitter poll
17.7. Bravo’s Play Live participation platform - viewers influence reality series
17.8. Lifetime's Project Runway - extensive and sponsored social media integration
17.9. MTV’s O Music Awards - reinventing the awards genre
17.10. MTV’s Teen Wolf: The Hunt - deepening engagement with the fiction
17.11. Pretty Little Liars - integrating fictional characters with Web series and social media
17.12. Secrets and Lies police drama - viewers solve crimes via Social TV
17.13. Syfy’s Haven - extending the drama via Twitter
17.14. The Talking Dead and Vampire Diaries Rehash - spin-off Social TV formats
17.15. Endemol - integrating TV game shows with social networks
18. PAY-TV OPERATORS: VIDEO CHAT AND SOCIAL RECOMMENDATION 126
18.1. Why platform operators embrace Social TV
18.2. Pay-TV operators may have the upper hand in Social TV
18.3. Platform operators innovate Social TV with video and voice chat
18.4. Comcast has significant Twitter, Facebook and Beamly integration
18.5. Other platform operators partner with Social TV providers, Facebook and Twitter
18.6. How social activity via TV benefits the platform operator business model
18.7. Massive content choice on pay-TV platforms requires a new kind of EPG
18.8. Social discovery and recommendation - the key to finding content
18.9. Viewers globally recommend and discover TV shows via social networks
18.10. Consumers’ Facebook photo sharing on Verizon fois
19. MICROSOFT AND APPLE AS SOCIAL TV INNOVATORS 131
19.1. Microsoft integrates Skype into the Xbox One for Social TV sports chat
19.2. Apple moves into social media analytics - for Social TV?
SOCIAL TV ADVERTISING AND MULTISCREEN MARKETING 133
20. TELEVISION ADVERTISING, TWITTER AND FACEBOOK 133
20.1. Advertisers and agencies adapt to a social context for TV commercials
20.2. Social TV presents fresh advertising and planning opportunities
20.3. Social TV must deliver scale to attract advertisers
20.4. Twitter and Facebook move to monetise Social TV
20.5. The value of earned TV Twitter audience: Fox, Twitter, the Advertising Research Foundation
20.6. Twitter research shows it supports TV ads and makes them more effective
20.7. Nielsen SocialGuide on the significant overlap of brand and TV tweeters
20.8. Twitter claims that it raises intent to purchase for brands sponsoring TV shows
20.9. Twitter’s recommendations for using it with TV advertising
20.10. Co-ordinating TV commercials and Facebook ads
20.11. Third-party synchronisation of Facebook ads with TV commercials
21. SUPER BOWL SOCIAL TV ADVERTISING CAMPAIGNS 141
21.1. More top brands used Twitter for real-time marketing during Super Bowl 2014
21.2. Super Bowl Social TV advertising featuring social calls to action (2012-14)
21.3. How Super Bowl commercials integrate Social TV
21.4. Audi - pioneering hashtag integration
21.5. Budweiser - name a horse via social media
21.6. Coca-Cola - Polar Bowl
21.7. Coca-Cola - Mirage and a new strategy
21.8. Doritos - Crash the Super Bowl, with Facebook voting
21.9. Esurance - Twitter hashtag competition to win $1.5m
21.10. Lincoln - Jimmy Fallon and Twitter engagement
21.11. Pepsi - crowdsourced TV commercial
21.12. Toyota - fans contributing photos for Super Bowl ad
22. SOCIAL TV ANALYTICS FOR SUPER BOWL COMMERCIALS 149
22.1. Social TV metrics for evaluating the effectiveness of TV commercials
22.2. Super Bowl TV ads are more shared than ads in the World Cup or Olympics
22.3. The social reaction to 2014 Super Bowl commercials
22.4. Social sharing of 2014 Super Bowl commercial
22.5. Top 10 advertisers, by social buzz
22.6. Top 10 brands, by volume of social posts and positive sentiment
22.7. Most popular advertisers, by audience and by category
22.8. Assigning a monetary value to 2014 Super Bowl ads from their social buzz
22.9. The social reaction to 2013 Super Bowl commercials
22.10. Effectiveness rated by volume of social media comments
22.11. Effectiveness rated by social media sentiment
22.12. Comparing social media sentiment with commercials’ likability
22.13. Evaluating commercials by viewers’ use of Twitter hashtags
22.14. Evaluating commercials by growth in Facebook fans and Twitter followers
22.15. Super Bowl advertisers’ ROI, calculated by Twitter followers and tweets
22.16. The social reaction to 2012 Super Bowl commercials
23. INNOVATION IN SOCIAL TV AND MULTISCREEN ADVERTISING 167
23.1. Further innovation in Social TV and multiscreen advertising
23.2. Viacom Velocity offers brands social content and social media guarantees
23.3. Bravo innovates in social commercials and location-based mobile advertising
23.4. ITV: second screens are a major “new advertising medium”
23.5. Multiscreen advertising opportunities offered by Social TV providers
23.6. Lexus sponsors live improv ads, with viewer suggestions via social media
23.7. Kraft Foods’ Velveeta - a fictional character from TV ads talks on Twitter
23.8. Kraft Foods’ Miracle Whip - Viggle interaction during the Oscars
23.9. Mercedes-Benz - viewers influence a TV commercial via Twitter
23.10. Prometheus movie - putting viewers’ tweets into a TV commercial
23.11. Red Bull - offering viewers additional content via Shazam
23.12. Rimmel - sponsored Tap to Clap app for The X Factor UK
23.13. VW Golf - interactive ad campaign in The X Factor UK
SOCIAL TV AND SPORTS 173
24. THE DYNAMIC RELATIONSHIP BETWEEN TV SPORTS AND SOCIAL MEDIA 173
24.1. Nielsen Twitter TV Ratings and ESPN: TV sports drive social buzz
24.2. How social networks and Social TV startups integrate TV sports
24.3. Red Bull Media House and iPowow - showing fans’ opinions during live soccer
25. THE 2014 WORLD CUP 175
25.1. Facebook offers World Cup Social TV targeting
25.2. Twitter offers Amplify for broadcasters to show sponsored World Cup clips
25.3. Sony and WeChat take an editorial-led approach to World Cup Social TV
26. THE 2014 SOCHI WINTER OLYMPICS 177
26.1. NBCU Social TV data
26.2. Social media analysis of the Games
27. THE 2012 LONDON OLYMPICS 178
27.1. 150m tweets for the London 2012 Olympics
27.2. Social TV research about the Games
28. THE 2010 VANCOUVER WINTER OLYMPICS 179
28.1. Social media activity and TV viewing of the 2010 Vancouver Winter Olympics
29. THE 2014 SUPER BOWL 180
29.1. Second screening during the 2014 Super Bowl
29.2. Social sharing about the 2014 Super Bowl
SOCIAL TV PROVIDERS 182
30. COMPANY PROFILES OF SOCIAL TV PROVIDERS 182
30.1. Arktan
30.2. Beamly (formerly Zeebox)
30.3. ConnecTV
30.4. Ex Machina
30.5. Fanatix
30.6. iPowow.com
30.7. i.TV and tvtag (formerly GetGlue)
30.8. Kwarter
30.9. Shazam
30.10. SnappyTV
30.11. SocialSamba
30.12. Thuuz
30.13. TOK.tv
30.14. Tomorrowish
30.15. Tvplus
30.16. Viggle
SOCIAL TV RESEARCH AND DATA 198

APPENDIX I - FACEBOOK AND TWITTER USER NUMBERS COMPARED WITH TV 198
The social networks have user numbers equal to top TV audiences
Global reach: Facebook has 1.28bn monthly active users
Twitter has 255m monthly active users worldwide
Facebook’s and Twitter’s US users compared with TV audience size
Facebook’s and Twitter’s penetration of major international TV markets
APPENDIX II - WHY AND HOW VIEWERS PARTICIPATE IN SOCAL TV 201
Viacom international study - social media users ages 13 - 49
BBC study - social media enables more online participation
American social media usage while viewing TV
Why US viewers participate in Social TV
Viacom research into US Social TV usage and motivations
How many American social media users actually talk about TV?
Why British viewers participate in Social TV
Why international viewers participate in Social TV
How many viewers want to influence the TV industry?
Which social media do Social TV participants use most?
Twitter ahead of Facebook, judged by Social TV activity
More Facebook than Twitter users follow TV shows
Facebook is the venue for more focussed discussions with friends
British women find TV shows via Facebook friends’ recommendations
APPENDIX III - THE EFFECTS OF SOCIAL TV ON TELEVISION VIEWING 209
Social media shapes US TV show discovery, tune-in and enjoyment
UK viewers discover and share TV programming via Facebook and Twitter
Social impressions boost initial and continuing TV tune-in for US viewers
Social TV activity raises viewing of live TV in the USA
How social media influences British live TV viewing
What proportion of people discuss shows before, during and after viewing?
Patterns of participation on Twitter before, during and after a TV show
How much does social media affect TV viewing choices?
How showing social media icons on TV motivates people to participate in Social TV
APPENDIX IV - SOCIAL TV ACTIVITY ON SECOND SCREENS 214
The smartphone and tablet boom facilitates Social TV
55% of online West Europeans will own tablets by 2017
Widespread international Social TV activity
“Social TV is exploding” - international research on Social TV activity
International variations in social media use while watching TV
How often viewers use second screens while watching TV - USA, UK, Germany, Italy
US Social TV activity via mobiles
Nielsen - US Social TV activity via mobiles and tablets
Nielsen - US second screen usage
US Social TV activity via tablets
OPA - US tablet and TV multitasking
US smartphone, tablet and PC use while viewing TV
UK Social TV and second screen activity
BBC's TV Licensing organisation: UK second screen usage
Google and OPA - tablet and mobile usage overlaps with TV prime time
Google - tablet owners are social networking while viewing TV 229

Tables

Table 1: Frequency of participation by American Social TV users
Table 2: Online and other ways that US viewers discuss TV shows
Table 3: Social networks and Web sites influencing TV viewers to start watching a TV show
Table 4: Twitter acquisitions for Social TV analytics and advertising
Table 5: Top US video content sites
Table 6: Likelihood of social media users to use automatic notifications
Table 7: Trends in Super Bowl Social TV advertising integration 2012 - 2013
Table 8: Trends in Super Bowl Twitter and Facebook advertising integration 2012 - 2014
Table 9: Advertisers using hashtags in Super Bowl commercials 2012 - 2014
Table 10: Advertisers incorporating Facebook in Super Bowl commercials 2012 - 2014
Table 11: 2013 Super Bowl commercials ranked by number of social comments and sentiment
Table 12: 2013 Super Bowl commercials ranked by number of social comments
Table 13: 2013 Super Bowl commercials ranked by positive sentiment
Table 14: Most-liked 2013 Super Bowl commercials
Table 15: Social media sentiment compared with likability for 2013 Super Bowl ads
Table 16: Super Bowl commercials ranked by Twitter hashtags
Table 17: Super Bowl commercials ranked by percentage growth in new Facebook fans
Table 18: Super Bowl commercials ranked by number of new Facebook fans
Table 19: Super Bowl commercials ranked by number of new Twitter followers
Table 20: Facebook and Twitter monthly active users as % of the US TV audience ages 12+
Table 21: Facebook and Twitter daily active users as % of the US TV audience ages 12+
Table 22: Major TV markets, ranked by Facebook penetration of population
Table 23: Major TV markets, ranked by Twitter penetration of population
Table 24: UK viewers’ motivations for using social media during TV viewing
Table 25: Methods for engaging in Social TV via Facebook, Twitter and other services
Table 26: Social activity by social media platform for US broadcast TV
Table 27: Social activity by social media platform for US cable TV
Table 28: 18-24 year-olds using social networks to find something to watch
Table 29: How do social impressions influence people to start watching a TV show?
Table 30: How do social impressions influence people to keep watching a TV show?
Table 31: More active Social TV participants watch more live TV
Table 32: When do Social TV participants talk about their favourite shows on social networks?
Table 33: Why consumers interact with social media after seeing a social media icon on TV
Table 34: International variations in social media use while watching TV
Table 35: US Social TV activity via mobile phones
Table 36: Simultaneous TV and mobile device activity in the USA
Table 37: Frequency of smartphone use while watching TV
Table 38: What are smartphone users doing while watching television?
Table 39: What are tablet users doing while watching television?
Table 40: What are tablet and smartphone users doing while watching television?
Table 41: US Social TV activity via tablets
Table 42: How viewers split their attention between their tablets and TV screens
Table 43: Top activities performed with second screens
Table 44: UK viewers’ second screen activities while watching TV
Table 45: Percentage of people chatterboxing, by age
Table 46: Platforms that British 18-24s use for sharing TV-related messages

Figures

Figure 1: Video from the NFL integrated into a Twitter Card
Figure 2: Tumblr and Twitter Social TV activity - live broadcast and next three days
Figure 3: Tumblr and Twitter Social TV activity - first 12 hours post-broadcast
Figure 4: MTV social activity peaks on Twitter and Tumblr for the 2014 MTV Movie Awards
Figure 5: MTV social activity and user responses for the 2014 MTV Movie Awards on Twitter
Figure 6: MTV social activity and user responses for the 2014 MTV Movie Awards on Tumblr
Figure 7: Facebook and Twitter in the TV value chain
Figure 8: Twitter and Facebook broadcaster partnerships
Figure 9: Social TV SWOT analysis for Twitter
Figure 10: Timeline of Twitter’s 2013-2014 Social TV initiatives and innovations
Figure 11: Brands sponsoring Amplify sports TV clips
Figure 12: Brands sponsoring Amplify non-sports TV clips
Figure 13: Brands sponsoring Amplify sports clips shown direct from rights holders
Figure 14: Social TV SWOT analysis for Facebook
Figure 15: Facebook’s promotional effectiveness for Dallas
Figure 16: Timeline of Facebook’s 2013 - 2014 Social TV initiatives and innovations
Figure 17: Mass Relevance on-air visualisation for integrating Facebook data into a newscast
Figure 18: Broadcasters partnering to use Facebook’s data tools
Figure 19: Facebook Watching action with content icon and cover image
Figure 20: Comparison of time spent watching TV with time using social media
Figure 21: Twitter users show higher purchase intent
Figure 22: Twitter research on how Twitter integration increases tweets for ad campaign
Figure 23: Percentage of top brands using social media for RTM in 2014 Super Bowl
Figure 24: Super Bowl Social TV advertising integration - formats and usage
Figure 25: Super Bowl Social TV advertising integration 2014
Figure 26: How Budweiser announced the winning name for its Clydesdale foal on Twitter
Figure 27: Super Bowl 2014 tweets per minute, advertiser Esurance gains huge engagement
Figure 28: Most-tweeted brands in the 2014 Super Bowl
Figure 29: Social media buzz for top five advertisers in 2014 Super Bowl
Figure 30: Social media buzz for top ten Super Bowl advertisers vs competitors
Figure 31: Top 10 most-shared ads of Super Bowl 2014
Figure 32: Top 10 brands advertising in the 2014 Super Bowl, ranked by online buzz
Figure 33: 2014 Super Bowl advertisers ranked by volume of social posts and sentiment
Figure 34: 2014 Super Bowl advertisers, by

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