Today Nielsen introduced Nielsen Twitter TV Ratings, a product intended to measure the activity and reach of Twitter conversation about shows. According to an Oct. 6th article in the New York Times, the new product has yet to be embraced by network executives or gain a broad client base among advertisers. Brands must not overlook the fact that “the overwhelming majority of conversations about TV shows still take place offline,” said Ed Keller, CEO of the Keller Fay Group, who was interviewed by Brian Stelter of the New York Times. “The conversations that take place in the real world can often be quite different from those that take place on social media,” Mr. Keller stated. Read more at the New York Times (tiered subscription model) …
Keller Fay Group, a market-research firm specializing in word-of-mouth, was enlisted by AdAge Media News to generate a chart of the top ten new tv shows for the last week of September. The data is based on interviews with a cross-section of 1,454 Americans ages 13 to 69 who were asked (between Sept. 23 and Sept. 29) about the real-world conversations they’ve had regarding 29 new high-profile TV shows that premiered in September or will be premiering shortly. Because the fall TV premiere schedule stretches on for weeks and weeks, from September into October, AdAge and Keller Fay will be following up with additional updated charts in the coming weeks. Once everything of note has premiered, we’ll then take a look at how word-of-mouth buzz and ratings correlate. Stay tuned! Article
Fall is here, and with it everyone is talking football. Well, not everyone, perhaps. But befitting the nation’s most popular sport, it generates a huge amount of conversation. According to my firm’s research, there are 15 billion annual WOM impressions about football. In fact, over the course of the year, fully a third of all conversations about sports are about NFL teams. Which teams get the most chatter? That depends heavily on whether you measure via social media, or whether you also include the 90% of conversations that take place offline. With the NFL – as with so many areas of American life that we look at – it turns out the two conversations are quite different. As noted in my recent blog post, an ambitious academic research study that
Robust new study shows drivers of word of mouth differ considerably for online vs. offline word of mouth, emotions tend to rule more offline with friends. These findings are significant for brand marketing decisions.
Social TV – Does it Draw New Viewers? New Research Sheds Important Light.
Social TV has become a very hot topic of late, with media companies and advertisers both interested in understanding what role is has in drawing in new viewers and engaging current ones. Keller Fay recently conducted a in depth research for the CRE (Council for Research Excellence). A statistical analysis from that research was recently released and reveals an important insight for TV marketers: Social media plays a significantly different role depending on whether people are repeat viewers of a program (i.e., those who watch regularly or at occasionally) vs. those who watch infrequently (including non-viewers). Read more.
In the UK, the spotlight has fallen on 3 major US brands: Amazon, Google and Starbucks. Lots of media flack, with executives being summoned to Parliament in November 2012 (and Google a second time this year). In each case, the subsequent media coverage had an impact on each brand’s word-of-mouth, but in very different ways and magnitudes. Why is Amazon riding out the storm better than Starbucks?
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By Ed Keller “Social TV” is all the rage, or so it feels. An estimated 40% of Twitter traffic during the prime time period is about television, according to Wired Magazine’s recent “Platinum Age of Television” issue. “ And that’s why, some day in the near future, a show’s tweetability may be just as crucial as the sheer size of its audience,” writes Wired. But what role does social media really play in driving people’s viewing behavior? Is social TV “the real deal” as some argue, or is the industry making more of it than consumer behavior would suggest it should? At the ARF’s recent Audience Measurement 8.0 conference, Beth Rockwood, SVP of Discovery Communications and Richard Zackon from the Council for Research Excellence (CRE) shared results from an ambitious
By Ed Keller Every marketer is looking for the secret sauce that will help them create buzz. “The pressure to create ‘viral’ advertising, the urge to get more views online, that leads people to push the envelope,” said the President and chief creative officer at Grey New York in a recent New York Times article. Only a few fortunate brands, however, will realize their dreams searching for viral hits. Among the top 500 brands on YouTube, for example, the average video is seen by a modest 84,000 people. Edgy advertising & clever stunts add to hoping that millions of followers on social media all start sharing what you have to say. These are great when they work, but by and large they are low percentage strategies. If you want to
By Ed Keller Wired magazine declared that we are witnessing “The Platinum Age of TV” in its April cover story. This boom time for quality TV, it says, is powered by a “hyper-social, data-driven” approach to new show creation and promotion. “It all adds up to a potentially thrilling new era for television, one that values shows that spark conversations, not just those that hook us for 30 minutes.” I agree completely that the ability to spark conversation is what separates the winners from the losers in this new, “social era in which we live.” That’s true for TV as it is for just about all sectors of the consumer marketplace. And word of mouth statistics bear out this part of Wired’s premise. Conversation About TV is Soaring During the
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