February 2012 White Paper

The Standard in #SocialTV

Brought to you by the @Trendrr Team. Special thanks to Kevin Kwan, Yannis Amara, Chrissy Jun and Niko Herman.

What Days Are Social TV Days?

Social Activity by Day: A Closer Look At February
The Action on Broadcast TV
The hottest days for Social TV activity on broadcast were Sundays, Mondays and Thursdays. What shows made these days super social? Here's a look: Sunday Back to back record breaking events including Super Bowl XLVI, The Grammy's and The Oscars rocketed social activity to never before seen highs. The Social TV shows with the highest activity on Sundays, aside from tent pole events, were The Simpsons, The Voice and Family Guy. Monday The Voice, The Bachelor and Gossip Girl form the triple threat of Social TV Mondays. The audiences of How I Met Your Mother and Two and a Half Men were making solid contributions to the conversation as well. Thursday American Idol may be one of the most Social TV shows on television, but it's not the only show boosting the numbers on Thursday nights. CW's Vampire Diaries actually drives more social activity than Idol, helping make Thursdays one of the most social days of the week on Broadcast TV.

February Average Activity by Day: Broadcast

1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 SUN MON TUES WEDS THURS FRI SAT 10,346,917 February Broadcast

"CW's Vampire Diaries actually drives more social activity than Idol" "None of these one off events, save the All Star Game, could match the social activity The Walking Dead brought to Sundays." "The Social TV Monday Night Crown has passed from Pretty Little Liars to Bad Girls Club." February Average Activity by Day: Cable
1,400,000 1,200,000 1,000,000 800,000 600,000 February Cable

Where was the Action on Cable TV?

The hottest days for Social TV were Sundays, Mondays and Tuesdays. Here are the shows that activated audience engagement: Sunday Often set aside for tent pole and special events, Sunday was the most social day for Cable TV thanks to the Puppy Bowl, The British Academy Film Awards, WWE Elimination Chamber, a host of Red Carpet events, and most notably the NBA All Star Game. Yet, none of these one off events, save the All Star Game, could match the social activity The Walking Dead brought to Sundays. Monday In February, the Social TV Monday Night crown has passed from Pretty Little Liars to Bad Girls Club. These two show along with WWE Raw and SpongeBob helped Monday become one of the most social days of the week on cable TV. Tuesday A continuing string of Republican Primaries helped bring up the Social TV standing of Tuesday nights. Other popular shows for the day included the ever social, SpongeBob, Dance Moms, Tosh.0 and Teen Mom 2.

400,000 200,000 0 SUN MON TUES WEDS THURS FRI SAT

February Social TV Network Rankings

Broadcast
Of the top 5 broadcast networks, CBS had the highest increase in broadcast social share*, up 8% from January. The Grammy Awards helped the network become the most social broadcast network for the month of February with 31% social share.
24.0%

Social TV Share: Broadcast Networks

31.2%

ABCs share increased 4% over the month of January, and the network came in second with 24% broadcast social share. FOX (20%), and CW (9%) remained mostly unchanged from the previous month. The broadcast social share of NBC was down from January landing at 13%.

19.8% February Janurary 12.7% 9.0%

"CBS had the highest increase in broadcast social share, up 8% from January"

ABC

CBS

CW

FOX

NBC

February

Cable
Fueled by election year political coverage, CNN was the top social cable network for the month of February with 13% cable social share. MTV came in second with 12% cable social share. Rounding out the top 5 social cable networks for the month of February were Nickelodeon(9%), TNT(6%), and Comedy Central(5%).

12.96%

12.77%

9.45%

"Fueled by election year political coverage, CNN was the top social cable network for the month of February "
* Share of Voice Share of Voice is the percentage of the total broadcast or cable activity, including Twitter conversation, public Facebook posts, Facebook likes, Miso and GetGlue check ins, that is attributed to a particular network or show for a specified monthly time period.

6.42% 5.48%

February

CNN

MTV

Nickelodeon

TNT

Comedy Central

A Closer Look At February

Social Activity by Source
Broadcast
Day in and day out, Trendrr.TV individually measures the social activity for every show that airs on cable and broadcast across four key sources: Twitter, Facebook, GetGlue and Miso. But, which social network is used most when it comes to Social TV? For the month of February, Twitter made up roughly 85% of the social activity occurring around broadcast television. But before you write off the other services, remember that during the largest tent pole events viewers flock to Twitter. On a particular day in February (Friday, 3) Twitter made up just 38% of the conversation and GetGlue nearly matched that with 35% of the conversation.

Average February Activity by Source: Broadcast

0% 8% 7% TWITTER FACEBOOK GETGLUE MISO 85%

"Twitter made up roughly 85% of the social activity occuring around broadcast television"
Cable
On cable, Twitter had an less of an impact on the Social TV conversation. But here too, there were many dips and spikes over the course of February. The first of the month was the slowest day for Twitter, when it made up just 46% of the conversation (another 40% went into Facebook that day). Alternatively, on Sunday, February 26, Twitter chalked up 89% of the conversation on cable (though this was due in large part to tweets around the NBA All Stars Game).

Average February Activity by Source: Cable

0% 13% TWITTER 23% 64% FACEBOOK GETGLUE MISO

Sentiment
Feeling Good While Watching Broadcast TV?
Trendrr.TV's natural language processing offers one of the most accurate ways to judge the mood of TV audiences. Networks and brands can see the shows viewers love (or love to hate). But how does one show compare to the next? Here's a look at how sentiment breaks down over the month of February. On average, the conversation around broadcast is positive, with 57% Positive, 21% Negative and 23% Neutral.

Average February Sentiment: Broadcast

19% POSITIVE NEGATIVE 24% 57% NEUTRAL

"On average, the conversation around broadcast TV is positive" Average February Sentiment: Cable
How Does Cable Really Make You Feel?
The average sentiment is much the same on cable, although if you look closely, are people are a more indifferent when it comes to cable's offerings?
22% POSITIVE NEGATIVE 55% 23% NEUTRAL

"Are people more indifferent when it comes to cable's offerings? "

Special Analysis
Taking a closer look at February, we've reported that a majority of social interaction with TV is taking place on Twitter. That data set accommodated all show airings in February. When we narrowed our focus, we discovered a certain segment of Social TV audience is not as loyal to Twitter when it comes to TV engagement. Which audiences were those? The fans of animated shows preferred to use Facebook, and in one case GetGlue, to engage with their shows. Below are the social activity breakdowns by source for popular animated series: Family Guy, American Dad, Archer, South Park, SpongeBob Squarepants and The Simpsons.

Family Guy
Feb Average Activity by Source
GETGLUE 3% MISO 0%

American Dad
Feb Average Activity by Source
GETGLUE 4% MISO 0% TWITTER 12%

TWITTER 35% FACEBOOK 62%

FACEBOOK 84%

Archer
Feb Average Activity by Source
MISO 1% TWITTER 17% FACEBOOK 25% GETGLUE 1%

South Park
Feb Average Activity by Source
MISO 0% TWITTER 18%

GETGLUE 57%

FACEBOOK 81%

GETGLUE 1%

SpongeBob Squarepants
Feb Average Activity by Source
MISO 0%

GETGLUE 3%

The Simpsons
Feb Average Activity by Source
MISO 0% TWITTER 18%

FACEBOOK 50%

TWITTER 49% FACEBOOK 79%