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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

Facebook

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