Social Rating Point - Hugues Rey - IAB Belgium - 27 2 2014

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Information about Social Rating Point - Hugues Rey - IAB Belgium - 27 2 2014
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Published on March 5, 2014

Author: Yugs13

Source: slideshare.net

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Social Rating Point - Hugues Rey - IAB Belgium - 27 2 2014

SRP – première mesure de l’engament social des programmes télévisés.

Le SRP est calculés en divisant le volume de mentions d’une émission par son reach. Dans le cas présent, ce volume de mentions sociales provient de l’étude MATCH menée par Tevizz pour le compte d’Havas Media Bruxelles. Le reach est basée sur l’audimétrie (CIM).

Le SRP moyen sur base de plus de 400 programme diffusés entre le 1er septembre et le 17 novembre 2013 est de 0,13 dans le nord du pays et de 0,27 dans le sud. Il peut dépasser les 2 pour certains programmes sportifs.

Sa lecture est double:
2 SRPs = 2% of TV reach is also messaging about the show on social networks with 1 message by unique user
2 SRPs = 1% of TV reach is also messaging about the show on social networks with 2 message by unique user

En savoir plus ?

https://www.facebook.com/HavasMediaBelgium

http://www.huguesrey.com
twitter: huguesrey

http://fr.slideshare.net/havasmediabe

Social TV & 2nd Screen Management by Havas Media 27th of February 2014 A NIGHTMARE ON MAIN SCREEN

Surf on websites related to what I’m watching Comment on Social Networks about what I’m watching 44% 22% Source: Havas MMS 2013

The most engaging categories 6 498 Kroatië – België 11/10 2 625 2 078 Sport Sport 4 248 SYTYCD 13/10 966 4 307 RDV Grand Place 27/09 1 443 Variety Candidate Show 1 449 De Zevende Dag 13/10 902 5 751 Croatie – Belgique 11/10 Political Source : North&South, Messages Facebook&Twitter 3 717 Belgium’s got talent 03/11 1 362 Candidate Show

Men tend to be more engaged viewers except for the candidate shows TV Benchmark Social Social & TV data Sport Political Source : National, Twitter, gender, >100 messages and >50 unique users Magazine Candidate Show Variety

Sentiment is linked to the topics more than the programs and vary week on week 53% 11/09 La maternité trop vue comme un hôtel ? 20% 23/10 Caméras intelligentes, une bénédiction ou une malédiction? 45% 17/10 Pourquoi malade dans les transports 17% 16/10 Animaux qui baignent dans le luxe et vivent comme des humains 44% 13/10 Opération de solidarité de la RTBF 14% 18/09 Alimentation et faux sucres Source : Top North&South positive&negative sentiment on Twitter, Selection broadcast = >100 messages and >50 unique users 40% 15/09 Best of international avant le lancement de la saison 2 13% 10/11 Affaire Wesphael : l'immunité parlementaire en question

USEFUL ? USABLE ? USED ?

During Breaks, 2nd screen becomes first one -17% 47% -9% Programs that generate “buzz” suffer less from zapping Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ

The Havas Social TV indicator SRP : Social Rating Point TV Reach Social Audience Total Messages = X 100 Reach TV (20%) Average: 0,18 How to read SRP ? 2 SRPs = 2% of TV reach is also messaging about the show on social networks with 1 message by unique user 2 SRPs = 1% of TV reach is also messaging about the show on social networks with 2 message by unique user Source : National, Reach 000 (20% non cum.), 15-54 year

Top SRP – South – 2013 Program SRP UEFA Champions League - Benfica vs Anderlecht (17/09) 2,32 Championnats du monde de cyclisme sur route (29/09) 2,19 Rendez-vous Grand-Place (27/09) 2,09 Soirée CAP 48 (13/10) 1,36 Belgium's got talent (22/09) 1,10 UEFA Europa League - Standard vs Esbjerg FB (19/09) 1,02 La nouvelle star (31/10) 0,95 Qualification Coupe Du Monde - Croatie vs Belgique (11/10) 0,91 Mise au point (03/11) 0,56 Un gars, un chef (18/09) 0,40 Source : Top 10 South by broadcast, ranking on SRP

Weekly - In MM S ocial R ing P int - M ch S u Y To 3 S P- week 08 (1 02-2 02 at o at t d p R 7/ 3/ ) Le même Top 3 SRP que la semaine passée dans le N ord et le football obtient plus de 4.607 messages dans le Sud . Region Top Program Category Date Channel Timing Political 23/02 Een GRP Messages SRP 11:00 12:58 2,4 1.348 1,9 2 E R S N 201 U OO G 4 Candidate Show 23/02 Een 20:29 21:40 16,9 4.110 0,8 TH V IC V NV A N E E E O E A L A DR N Candidate Show 21/02 VTM 20:37 22:31 15,8 3.295 0,7 1 U F (A E A rsenal-b ayern) Sport 19/02 Club RTL 20:46 22:36 3,2 4.607 8,4 2 69 m t es sans ch is inu ich Variety 20/02 La Deux 20:25 22:02 1,0 748 7,0 3 SU O TH D Zevend d e e ag 3 NR O TH 1 L d lat e sh w e an o Variety 23/02 La Deux 22:47 23:28 0,7 603 5,6 Sources : GRP = Rating Live; 15-54 without duplication ; Messages = Total Facebook&Twitter ; SRP = Based on reach000 (50% non cum.) For more info, methodology and sources visit Havas Media slideshare on bit.ly/HavasMATCH or contact erwan.bras@ havasmedia.com Social Media Analytics by

SRP Champions 2014 (so Far): 16 !

Hello Bank! & The Voice LIVE INTEGRATION OF TWEETS

Conclusion - A Virtuous Approach Advertiser Reach Better – Start Storytelling – Engage Consumer Broadcaster Enhance Tv viewer loyalty through 2nd screen Engagement (Please do it!) Havas Media Break the silos (TV + Social + Data)

huguesrey

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