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) …

Despite all the talk of social media, local TV apparently sparks more conversations than its competitors —and the vast majority of them actually take place in person. Drawn from a sample of 2,011 American adults 18+, weighted to demographically reflect the 2010 U.S. Census, the study was conducted by The Keller Fay Group, a full-service marketing research and consultancy dedicated to Word-of-Mouth marketing. “We may feel like we’re living in an over-digitized world of communication — and we are — but the truth is that most people have their conversations face-to-face,” TVB research chief Stacey Lynn Schulman said Wednesday. Speaking at the TVB Forward conference in New York, Schulman of the not-for-profit trade association said that that a national survey the organization had conducted in April shows that 77% of

Keller Fay is conducting a new syndicated research study to measure word of mouth about the new TV shows that are premiering this month. The study is uniquely comprehensive in that it covers all forms of word of mouth, including the 90% of conversations about TV shows that take place offline. CBS is the first client to subscribe to this new syndicated study.

Word of mouth has been proven to have a huge direct and indirect impact on consumer purchase decisions.  But what motivates people to talk about brands?  And more specifically, what determines when they decide to engage in online conversation (social media) about brands versus offline conversation (everywhere else)? “On Brands and Word of Mouth” is an important new academic research paper that has just been published in the Journal of Marketing Research.   The authors, three professors at distinguished business schools, constructed a unique data set of online and offline WOM and characteristics for more than 600 of the most talked-about U.S. brands. Their assembled data included offline word of mouth provided by the Keller Fay Group, online word of mouth provided by NM Incite, brand equity provided by Y&R’s Brand Asset

When: September 12, 2013, 8 – 10 am Where: Tower Club (1601 Elm Street Dallas, TX) As part of our ongoing series of executive briefings, Brad Fay, COO of Keller Fay and co-author of The Face-to-Face Book, and Peter Storck, Senior Vice President, Research and Analytics at House Party, Inc. will discuss Why Brand Experiences and Word-of-Mouth Rule the Digital Marketplace. Whether you’re interested in raising your brand awareness, turbocharging sales, and ROI through social influence, or want to network with professionals in your area, you won’t want to miss this eye-opening event. For more information and to register, visit http://kellerfayhouseparty.eventbrite.com/ Seating is limited, so register today.

Keller Fay TalkTrack ® to Measure Offline WOM for New TV Season A majority of TV influence/recommendations comes from “word-of-mouth” face-to-face conversations, with digital social media taking a back seat. Speaking at the Television Critics Association, CBS Corp. Chief Research Officer David Poltrack says an initial study from word-of-mouth media researcher Keller Fay Group shows that word-of-mouth delivers the dominant number of impressions about TV shows. Some 80% of 80 million “buzz” impressions come from “face-to-face communications,” it says, with 10% of those impressions coming from private phone conversations and 3% from social media — which includes Twitter, Facebook, Viggle, GetGlue, Tumblr, Foursquare, Pinterest, Instagram, and a dozen other sites. Four percent come from instant messaging, 2% from email and 1% from “other” sources. “Online communication through social media accounts

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Measuring marketing’s impact on social voice has proven problematic. What marketers want to know is whether their spending boosts social voice, and if so, how that converts to sales or other business goals. To find out, Keller Fay Group, a word-of-mouth (WOM) research and consulting firm partnered with MarketShare to quantify how social voice influences consumer actions, affects online searches and impacts sales and brand perception. (Read more from Forbes.com.)

New academic research on “social TV” indicates it has the greatest influence on the most loyal viewers of TV shows, but has relatively little impact on people who do not regularly watch a show.  The findings indicate that because social media has so little effect on infrequent viewers of a show, the best way to influence them still is “offline word-of-mouth” marketing, including on-air promos, tune-in advertising, etc. Specifically, the study estimated that offline marketing can be “10 times as effective as social media in reaching” infrequent viewers of a show.  Read more in MediaPost

NPR recently ran a long piece, “Despite Digital Platforms, TV Still Relies on Word of Mouth.” It is based on Keller Fay research that WOM about TV is up 30% over a year ago, and 95% of it occurs offline.  Ed Keller is quoted, as well, toward the end of the piece.  Click here to listen to the story.

Keller Fay Group welcomes Tommy Crawford and Matt Phillips to our firm.  Click here to read about the great new additions to our team!

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