TV Gets SocialMeasuring resonance with Radian6.

Mike Proulx, Hill Holliday@McProulx

What will mankind

make of it?

- Popular Mechanics 1939

TV then.

TV now.

The death of TV?

We are watching more TVthan ever before.

1984 1998 2009Nielsen, 2010 - Primetime Audience Ratings

In 2010 we watched

34 hours of TV per week.

Source: Nielsen, 2010

Our TV + web use increased 35%.

Source: Nielsen, 2010

“Live TV’s alive as ever,boosted by social media.”

- AdAge , Feb. 2010

+ +

TV gets social.

5 ways social media has enhanced TV.

#1. Virtual Viewing

#2. Content Discovery

#3. Social as Content

#4. Bridge Content

#5. Audience Insights

3 types of social TV audience insights.

#1. Realtime Feedback

#2. Social “Ratings”

#2. Social “Ratings”

#3. Resonance

“A vibration of large amplitude; intensification & enriching of a tone; a quality of evoking response.”

- Merriam-Webster

This is NOT resonance.

Measuringresonance.

An ad for Liberty Mutualdebuts in 2006.

It evokes reaction.

And again in 2009.

A Glee episode featuresoriginal songs.

Resonance or hype?

episode airsless of a dip

Wheat Thins TV spotsintegrate Twitter.

A sustained brand lift?

vs.

Did Chrysler really win?

VW’s “The Force” spotresonated with viewers.

Look at the big picture.

online pre-release

And on the next day...

Resonancewins.

3 key takeaways.

1. TV isn’t dying. In fact, it’s more alive today.

2. Content benefits from real-time insights.

3. Resonance makes a lasting impression.

Thanks!

Mike Proulx, Hill Holliday

@McProulx