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The Top 10 Fall TV shows of 2013 were assessed by two measures: online social chatter as measured on Facebook, and offline word of mouth about television as measured by Keller Fay’s TalkTrack®. A 0.73 correlation was found between the two methods, with instructive differences based upon demographics, genre, and high-interest episodes. Responses to specific popular programs such as Dancing with the Stars, Glee, The Big Bang Theory, and Scandal were analyzed.
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@The_ARF #ARFRETHINK14
Total TV Chatter: Social TV Meets Word-of-Mouth
Brad Fay
COO Keller Fay Group
Eurry Kim
Researcher Facebook
Patrick Kemp
Marketing Effectiveness Researcher Facebook
Matt Phillips
Account Director Keller Fay Group
Facebook & Keller Fay Where Social Chatter Meets Word of Mouth
True Detective
Measuring Social TV on Facebook
Public information about TV
shows is leveraged to
classify content on
People can declare on
Facebook that they are
watching a TV show
People make ample use of
#s to amplify and classify
their own content
Measuring Social TV Offline
Keller Fay Group’s method of measuring all WOM
• Keller Fay Group’s TalkTrack®, a continuous, national
syndicated survey measuring word of mouth in all
forms – face-to-face, phone, and online.
• Involves 36,000 consumers annually, yielding
approximately 360,000 mentions of brands spread
evenly through the year.
• Respondents representative of US population aged
13 to 69; they use diary to track brand conversations,
then complete online survey to gather information
about conversations.
Face-to-Face 76%
Phone 13%
Online 9%
Other 2%
Mode of Conversations
Across All Categories
Over half of Americans talk about
media/entertainment at least once per day
57%
51%
45%
40%
39%
38%
33%
32%
31%
26%
25%
25%
24%
19%
14%
Food/Dining
Media/Entertainment
Beverages
Sports/Recreation/Hobbies
Technology
Retail/Apparel
Health/Healthcare
Telecommunications
Automotive
The Home
Personal Care/Beauty
Financial
Household Products
Travel Services
Children
% of People Having at Least 1 Daily Conversation in Category
© 2014 Keller Fay Group, Source: TalkTrack® 2013
TV 54% Movies 23%
Online Media 9%
Other 15%
TV show WOM peaked at beginning
of 2013 fall TV season
0%
1%
2%
3%
4%
5%
% of All Brand Mentions (Rolling 4 Week Avg.)
TV Shows TV Networks Mid-season
premieres/ finales of
The Walking Dead,
Duck Dynasty,
The Bachelor and
The Bible
Period of Analysis
© 2014 Keller Fay Group, Source: TalkTrack® 2012 - 2013
2012 Fall
premieres
2013 Fall
premieres
Top 10 Shows
Source: Keller Fay TalkShare, Facebook 2013
Rank correlation of shows as
measured by Keller Fay and Facebook
The Reality of Social TV Chatter Of those who engage in Social TV chatter, most talk about reality TV
Source: Keller Fay TalkShare, Facebook 2013
Women engage in more social TV chatter Consistent across Facebook and offline
Source: Keller Fay TalkShare, Facebook 2013
Online Social TV Chatter is Younger Word of mouth conversations capture older demographics
Source: Keller Fay TalkShare, Facebook 2013
Glee
Source: Keller Fay TalkShare, Facebook 2013
Glee
Source: Keller Fay TalkShare, Facebook 2013
Glee Facebook Chatter
Dancing with the Stars
Source: Keller Fay TalkShare, Facebook 2013
Dancing with the Stars
Source: Keller Fay TalkShare, Facebook 2013
The Big Bang Theory
Source: Keller Fay TalkShare, Facebook 2013
The Big Bang Theory
Source: Keller Fay TalkShare, Facebook 2013
Scandal
Source: Keller Fay TalkShare, Facebook 2013
Scandal
Source: Keller Fay TalkShare, Facebook 2013
Scandal Facebook Chatter
Key Points
•TV is highly social, online and offline
•Online and offline show similarities
•Differences are instructive
• Demographics
• Genre
• High-interest episodes
•Value in integrating online/offline insights
Continue the conversation…
> @kellerfay
> @eurryPlot
> @The_ARF
> #ARFRETHINK14
> Talk to us face-to-face
@The_ARF #ARFRETHINK14
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