What do Social TV Ratings give us

Social TV by
SocialDecode
Salvador Aceves
Isaac Achar
CTO
SocialDecode
PMA Coordinator
SocialDecode
@salvadoraceves
@isaacacharp
Why do We Measure
• Social-Media is an spontaneous honest source of
information
• There is a demand for conversation and a supply of
content
• The currency for eyeballs is conversation
• Timing + Context = Strategic Value
Why a Second Screen?
• Amplifies the media experience (realtime research)
• Social Media Conversation about the content
• Alternate unrelated content
• Communication with Friends and Family
Second Screen and SocialTV in
México
• 1.4+M accounts have talked about TV*
• Every day between 40k and 50k accounts tweet
about TV content.
*Jan-May 2014
What do Social TV Ratings give
us
• Social TV Functions
‒Conversational
Capital
‒Companionship
‒Community
• Why do people join in?
‒Fun
‒Freedom
‒Status
‒Curiosity
• Conversation Patterns
Before-Show
Showtime
After-Show
• #Hashtags as Tools
Invite
Tool for conversation
Interaction
What does Social TV Rating
gives us?
• A show’s engagement level
• Profile the audience and analyze the conversation
qualitatively in real-time
• We can measure the emotional response and
affinity of the audience
• Insights for better content alignment
Conversation is not just #hashtags or
@mentions
Context always plays a role
the importance of universes
Creating and measuring universes
of data and clustering of
information gives a clear advantage
on social media measurements.
It’s always about audience affinity
• Insights about what
kinds of shows they are
watching
• When they are watching
• How often they watch a
certain show
• What type of products or
brands they like / dislike
• Why they like them
MILENIO TV La afición
518 tweets
CANAL 5 México vs
Nigeria 342 tweets
AZTECA 13
Protagonistas 219
tweets
TDN América vs Santos
185 tweets
CANAL 5 Sábados de
Box 184 tweets
CANAL 2 América vs
Santos 110 tweets
Thank You !
SocialDecode es una empresa de de la Riva Group, única en México en medir,
analizar y asesorar en Audiencias Sociales de TV y el engagement que genera
cada programa de televisión, con el objetivo de que las empresas rentabilicen su
negocio, y hagan un uso más inteligente de los medios, además de optimizar los
contenidos televisivos.
www.socialdecode.com | @SocialDecode
De la Riva Group es desde hace más de 25 años el referente de investigación
cualitativa y cuantitativa en México y Latinoamérica, es la creadora de una nueva
filosofía para analizar y entender las nuevas circunstancias de los consumidores.