Phil Napoli Presentation

Philip M. Napoli Professor and Area Chair, Communication & Media Management

Co-Director, Center for Communications Graduate School of Business

Fordham University

This research was conducted in partnership with, and with the assistance of, The Collaborative Alliance

Plan

Background: Audience Evolution and the Post-Exposure Audience Marketplace

Research Questions and Method Overview/Assessment of Social TV

Analytics Methodologies Comparative Analysis Implications

Audience Evolution

New Audience Information Systems Evolved Audience Transformation of Media Consumption

Stakeholder Resistance and Negotiation

The Post-Exposure Audience Marketplace

exposure

appreciation

response recall

interest

Research Questions

What are the key methodological issues that arise around social media-based constructions of television audiences?

How do competing representations of social media-constructed television audiences compare to each other and to traditional ratings?

How might the institutionalization of social TV metrics affect programming?

Methodology

Textual analysis Interviews (21) Participant observation Industry events/meetings Social TV analytics training sessions (3)

Limited analysis of social TV and traditional ratings data

What Do Social TV Analytics Do?

Program Performance Assessment Quantity of online comments Share of online comments Sentiment Involvement

Content Performance Assessment Plot/characters

Advertisement Performance Assessment Affinity Tracking

Brand Program Program Program

Trend Analysis Audience Analysis

Demographics (limited) Influence/reach

How Do They Do It?

Data Gathered from Online Social Media Sources Twitter Facebook (public pages) TV Check-in platforms Other online communities Online news media

Analyzed via Language Processing Algorithms Synchronized with Program Schedule/Content

Data To Produce a Wide Range of Analytical

Outputs

Points of Differentiation

Data sources Algorithm/search terms Measurement period Granularity

Methodological Issues: The Redistribution of Cultural Influence

Layers of possible misrepresentation Access Participation 10% of Twitter accounts produce 90% of

tweets Services generally dont include Facebook

Overrepresentation of young males Overrepresentation of television enthusiasts

Methodological Issues: Black Box Audiences

They never tell you whats in the black box. Theres no transparency.

People who are qualified to come up with solutions are coming from a completely different direction from traditional media research people. Theres no overlap in terms of skill sets, pedigree, etc.

Methodological Issues: Compatibility with Established Practices Demographics Dayparts Local markets

A Crowded Marketplace

% Overlap in Top 25 Programs

Bluefin Trendrr.tv General Sentiment

Nielsen HH Nielsen 12-34

Bluefin 40% 40% 32% 32%

Trendrr.tv 36% 28% 40%

General Sentiment

16% 32%

0%

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100%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

% Overlap

Program Ranking

Bluefin-Trendrr-General Sentiment Comparison: Top 25 Programs

Bluefin-Trendrr GS-Bluefin

GS-Trendrr

0%

10%

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

% Overlap

Program Ranking

Bluefin-Nielsen Comparison: Top 25 Programs

Bluefin-Nielsen HH

Bluefin-Nielsen 12-34

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

% Overlap

Program Ranking

Trendrr-Nielsen Comparison: Top 25 Programs

Trendrr-Nielsen HH Trendrr-Nielsen 12-34

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

% Overlap

Program Ranking

General Sentiment-Nielsen Comparison: Top 25 Programs

GS-Nielsen HH

GS-Nielsen 12-34

0%

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70%

80%

90%

100%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

% Overlap

Network Ranking

Bluefin-Trendrr-General Sentiment Comparison: Top 25 Networks

Bluefin-Trendrr

GS-Bluefin

GS-Trendrr

Implications: More or Less Diversity of Content?

+ Greater diversity of success criteria Away from the tyranny of 18-34 Beyond exposure Conversation/appreciation

- Programming primarily to/for those

active on social media?

Thank You!

For more, visit:

http://audienceevolution.wordpress.com