TALKING SOCIAL TV 2: FOLLOW-UP ANALYSIS June 2014 1
TOP TIER REASONS FOR VIEWING ARE SIMILAR FOR YOUNGER AND OLDER VIEWERS REASON FOR WATCHING TOTAL 15-34 35-54 It's a show I watch regularly 58.7% 99 101 It's a show I watch occasionally 22.3% 105 97 The person(s) I'm with wanted to watch the show 13.8% 113 93 I saw a commercial/promo on TV for it 10.5% 98 101 I flipped channels and came across it I was catching up to the current episode/season It just came on the same channel after the last thing I watched 9.5% 7.3% 5.3% Younger viewers above average for social influence on decisions to watch primetime TV. 94 104 111 94 109 95 I saw something about the show on social media 3.1% 136 79 Someone recommended it (face to face or over the phone) 2.9% 128 83 I saw a review or TV program talking about the show I read something about the show in an online article/blog 2.6% 1.5% Though a small factor, digital PR also more likely to drive younger viewers choices. 106 97 123 87 Base: Viewing Instances (Total, n=55,565; Age 15-34, n=24,070; Age 35-54, n=31,495) 2
PROMOS SOMEWHAT MORE IMPORTANT FOR NEW SHOW TUNE-IN AMONG OLDER THAN YOUNGER VIEWERS REASON FOR WATCHING NEW SHOWS TOTAL I saw a commercial/promo on TV for it 39.7% 15-34 35-54 91 105 It's a show I watch regularly 31.9% 110 95 The person(s) I'm with wanted to watch the show It just came on the same channel after the last thing I watched It's a show I watch occasionally I was catching up to the current episode/season 12.1% 10.2% 9.4% 9.4% Peer influence more likely to influence younger viewers decisions to watch new programming. 113 92 99 101 108 95 105 97 I flipped channels and came across it 8.9% 94 103 I saw a review or TV program talking about the show 8.9% 86 108 I saw something about the show on social media 6.8% 110 94 Someone recommended it (face to face or over the phone) 6.1% 112 93 I read something about the show in an online article/blog 4.5% 97 101 Base: Viewing Instances (Total, n=55,565; Age 15-34, n=24,070; Age 35-54, n=31,495) 3
TOP REASONS FOR WATCHING RETURNING SHOWS ARE LARGELY THE SAME ACROSS AGE GROUPS It's a show I watch regularly REASON FOR WATCHING RETURNING SHOWS TOTAL 69.8% 15-34 35-54 98 102 It's a show I watch occasionally 22.0% 105 97 The person(s) I'm with wanted to watch the show 13.8% 108 95 I was catching up to the current episode/season 10.1% 110 93 I saw a commercial/promo on TV for it 8.7% 94 104 I flipped channels and came across it 6.4% 97 102 It just came on the same channel after the last thing I watched 4.2% 117 89 I saw something about the show on social media Someone recommended it (face to face or over the phone) I saw a review or TV program talking about the show 3.3% 2.7% 2.1% SM & WOM more influential in returning show viewing choice among younger viewers. 133 78 122 86 97 102 I read something about the show in an online article/blog 1.0% 110 93 Base: Viewing Instances (Total, n=55,565; Age 15-34, n=24,070; Age 35-54, n=31,495) 4
FOR ALL SHOWS, SUPER CONNECTORS MORE LIKELY THAN AVERAGE TO WATCH BECAUSE OF HABIT REASON FOR WATCHING TOTAL TV SC Sports SC It's a show I watch regularly 58.7% 107 111 It's a show I watch occasionally 22.3% 96 97 The person(s) I'm with wanted to watch the show 13.8% 94 92 I saw a commercial/promo on TV for it 10.5% 101 94 I flipped channels and came across it 9.5% 79 72 I was catching up to the current episode/season 7.3% 102 92 It just came on the same channel after the last thing I watched 5.3% 93 74 I saw something about the show on social media Someone recommended it (face to face or over the phone) I saw a review or TV program talking about the show 3.1% 2.9% 2.6% SM & PR are greater influences on Super Connectors viewing decisions. WOM more likely than average to influence TV SC viewing decisions. 152 148 117 106 122 112 I read something about the show in an online article/blog 1.5% 125 133 Base: Viewing Instances (Total, n=55,565; TV Super Connectors, n=14,599; Sports Super Connectors, n=11,001) 5
SCs CHOICE TO WATCH NEW SHOWS DRIVEN MORE BY SOCIAL EXCHANGES REASON FOR WATCHING NEW SHOWS TOTAL I saw a commercial/promo on TV for it 39.7% TV SC Sports SC 98 101 It's a show I watch regularly 31.9% 118 121 The person(s) I'm with wanted to watch the show 12.1% 122 120 It just came on the same channel after the last thing I watched 10.2% 82 82 It's a show I watch occasionally 9.4% 96 83 I was catching up to the current episode/season 9.4% 84 101 I flipped channels and came across it 8.9% 63 76 I saw a review or TV program talking about the show I saw something about the show on social media Someone recommended it (face to face or over the phone) 8.9% 6.8% 6.1% PR is also more likely to influence new show viewing decisions, especially for Sports SCs. 120 121 144 139 136 112 I read something about the show in an online article/blog 4.5% 116 135 Base: Viewing Instances (Total, n=55,565; TV Super Connectors, n=14,599; Sports Super Connectors, n=11,001) 6
LIKE ALL VIEWERS, SCs DECISION TO WATCH RETURNING SHOWS DRIVEN BY PAST HABIT It's a show I watch regularly REASON FOR WATCHING RETURNING SHOWS TOTAL TV SC Sports SC 69.8% 105 106 It's a show I watch occasionally 22.0% 93 95 The person(s) I'm with wanted to watch the show 13.8% 87 92 I was catching up to the current episode/season 10.1% 101 97 I saw a commercial/promo on TV for it 8.7% 103 93 I flipped channels and came across it 6.4% 90 86 It just came on the same channel after the last thing I watched 4.2% 102 89 I saw something about the show on social media Someone recommended it (face to face or over the phone) I saw a review or TV program talking about the show I read something about the show in an online article/blog 3.3% 2.7% 2.1% 1.0% Communication & PR are bigger influences on TV SCs returning show viewing decisions. 173 157 128 97 131 111 145 126 Sports SCs also more influenced by SM. Base: Viewing Instances (Total, n=55,565; TV Super Connectors, n=14,599; Sports Super Connectors, n=11,001) 7
AVERAGE DAILY TV-RELATED SOCIAL MEDIA REACH WHILE VIEWING IS APPROXIMATELY 1 IN 10 AVERAGE DAILY SM REACH DAILY SM REACH In an average day people who >Interact with TV via SM while viewing, or >Interact with TV via SM while not viewing 19.1% All Social Media 9.3% SM About Show While Watching (Socially Connected Viewing) Base: Average Daily Respondents (n=1,497) An additional 1.1% of people used SM to communicate about another show other than what they are watching. 8
DAILY REACH FOR SHOW-RELATED SOCIAL MEDIA WHILE WATCHING, BY SOCIAL NETWORK DAILY SOCIALLY CONNECTED REACH WHILE VIEWING. Any Social Media 9.3% Facebook 4.8% Twitter 2.0% Video SM 0.6% Photo SM 0.5% Other SM 1.0% Base: Average Daily Respondents (n=1,497) 9
DAILY REACH FOR SHOW-RELATED SM USE WHILE WATCHING HIGHEST FOR SCs, MULTICULTURAL VIEWERS DAILY SOCIALLY CONNECTED REACH WHILE VIEWING Sports Super Connectors TV Super Connectors 18.4% 17.7% 198 190 Hispanic AA Age 35-44 Age 25-34 Age 15-24 Women Total White/Other Men Age 45-54 Asian/Pacific Islander 12.7% 11.5% 10.6% 10.3% 9.9% 9.9% 9.3% 9.2% 8.7% 7.2% 5.4% 136 124 114 110 106 106 100 99 93 77 58 Base: Average Daily Respondents (n=1,497) 10
SHOW-RELATED SM IS HIGHER WHEN CO- VIEWING THAN VIEWING ALONE VIEWING INSTANCES INVOLVING SOCIAL MEDIA NOTE Show-Related SM is related to the specific program people were viewing; TV-Related SM is related to another primetime program. 16.1% 17.8% 14.7% 7.8% Non-TV-Related SM TV-Related SM Show-Related SM 7.8% 1.0% 7.3% 1.1% 8.9% 7.8% 0.9% 5.9% Total Co-Viewing Watching Alone % of SM Experiences Connected to Viewing 45% 50% 40% Base: Viewing Instances (Total, n=55,565; Co-Viewing, n=26,496; Watching Alone, n=29,069) 11
TV PROMOS BY FAR THE BIGGEST FACTOR IN DAILY AD REACH; ONLY A SMALL FRACTION REACHED BY OTHER TYPES OF ADS DAILY AD REACH Any Ad (Net) 24.2% TV Ad 20.5% Any SM Ad (Net) 2.1% Facebook Ad 1.4% Any Other Online Ad (Not on SM) 2.2% Base: Average Daily Respondents (n=1,497) 12