1. NIELSEN
GLOBAL OVERVIEW
@NielsenItaly
stefano.russo@nielsen.com

2. AGENDA
NIELSEN
FOOTPRINT AND SOLUTIONS
SOCIAL TV
DEFINITIONS, PLAYERS, METRICS, BEST PRACTICES
SOCIAL CONTER RATINGS
THE FIRST HOLISTIC SOLUTION FOR SOCIAL TV

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I valori riportati si riferiscono a dati Nielsen Company con range temporale dal 11 gennaio al 17 gennaio 2016 (Nielsen Linear Time).
NIELSEN FOOTPRINT AND MISSION
Founded in 1923, today in +100 countries around the wrold
…We study consumers in more than 100
countries to give you the most complete
view of trends and habits worldwide.
… we’re constantly evolving, not only in terms
of where we measure, or who we measure,
but in how our insights can help you drive
profitable growth.

4. THE MARKETPLACE IS INCREASINGLY COMPLEX
Linear vs non linear
Fragmentation
Real Time
Always On
ROPO
RTBSocial Media
THE HUMAN FACE OF BIG DATA

5. DRIVERS OF CHANGE OVER THE LAST 20 YEARS
Technology/
Digital
Economy
Globalization

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PRE-STORE IN-STORE PURCHASEDEMAND/NEEDS LOYALTY
THE NEW PATH TO PURCHASE

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THE PATH TO PERFORMANCE
Faster, smarter more confident decisions to improve performance
SALES
EFFECTIVENESS:
Achieve better
financial
performance
through superior
plan activation
and sales
execution
MARKETING
EFFECTIVENESS:
Engage
consumers
through effective
and efficient
marketing
CONSUMERIZATION:
Organize around
consumers; build
proprietary
understanding about
your most profitable
consumer – then
activate the entire
organization.
INNOVATION:
Improve how
companies
innovate;
integrated from
white space to
launch support

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GAIN A DEEPER UNDERSTANDING OF YOUR
ADVERTISING INVESTMENTS OR MEDIA PERFORMANCE
Advertising Effectiveness
OUTCOME:
Higher overall
media ROI
How did it
change
behavior?
REACTION
How did it change attitudes ?
RESONANCE
What audience
did I reach?
REACH
MARKETING EFFECTIVENESS |
A huge portfolio of solutions for Advertisers, media owners, agencies

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I valori riportati si riferiscono a dati Nielsen Company con range temporale dal 11 gennaio al 17 gennaio 2016 (Nielsen Linear Time).
Consumer
Research
Consumer & Retail
Tracking
Bases
(Innovation Development)
TV Audience
Measurement
WATCH BUY
In Store
Observation
Online Measurement
(Web/Mobile Media Tracking
Reach cross platform)
Advertising
Intelligence
NIELSEN SOLUTIONS AVAILABLE IN ITALY
Data Fusion – Integration – Ad Hoc Analysis
Social Tv
Measurement
Media Analytcs
And cross platform

10. SOCIAL CONTENT RATINGS

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TOWARDS THE TOTAL AUDIENCE MEASUREMENT
http://sites.nielsen.com/totalaudience/

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SOMETHING HAS CHANGED...
Second screen and social network
changed the way we watch television from
familiar to social
Television mantains it’s relevance, but we changed how we interact with it

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SOCIAL TV IS LIKE AN EXTENDED COUCH
Jared Goldsmith, VP marketing at NBC

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4h22m
per day
95%
Source: Nielsen on Auditel and Audiweb, 2015
ITALY: THE PASSION FOR TV AND SOCIAL MEDIA
Average time of Tv
viewing per day
....among MILLENNIALS?
• 69% is multiscreen (surf the web while watching Tv)
• 72% are Social Networks users
26
Mn
Italians on Social Media
Every month
% of social network users
among mobile internet users

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NIELSEN SOCIAL: AN HOLISTIC APPROACH TO SOCIAL TV
Tracking of the mentions for +500 Brands in Italy:
Overlap Brand/Program Authors - Social Effect Reports
Real time monitoring:
Real Time Engagement
Top Metrics, tweets, authors, mentions, affinity among programs and
brands… Data available overnight:
+ 10.000 progams e 230.000 episodes per year
120 networks + Netflix
COMING SOON: Metrics about Instagram and Facebook as well.
Different social media platforms measured with a consistent approach
Social Content Ratings
Available in US, Italy, Australia, Mexico

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NIELSEN SOCIAL: HOW IT WORKS
NIELSEN SOCIAL AD HOC
SCR
BIG DATA CLASSIFICATION MEASURED STREAMS SOLUTIONS
SOCIAL CONTENT RATINGS
AD HOC SOLUTIONS
SOCIALGUIDE INTELLIGENCE
NIELSEN SOCIAL AD HOC
SCR
BIG DATA CLASSIFICATION MEASURED STREAMS SOLUTIONS
SOCIAL CONTENT RATINGS
AD HOC SOLUTIONS
SOCIALGUIDE INTELLIGENCE
SCHEDULING:
Daily updates for all the networks
we’re tracking

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THE SOCIAL MEDIA ECOSYSTEM
TV CONTENT
AGENCIES
M.agencies (€€€ allocation)
Content Agencies

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SOCIAL TV: THE VALUE FOR BROADCASTERS
• REPORTING AND COMPETITIVE ANALYSIS
• MARKETING AND COMMUNICATION
• ENGAGEMENT IN REAL TIME AND PRE/POST
• MONETIZATION (SALES HOUES)
Why measuring Social Tv is so relevant

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SOCIAL TV: THE VALUE FOR ADVERTISERS/AGENCIES
• REPORTING AND MARKETING ANALYSIS
• ANALYSIS FOR PLANNING AND POST EVALUATIONS
• SOCIAL/TV CAMPAIGN MEASUREMENT
(SOCIAL EFFECT)
• REAL TIME ENGAGEMENT
Why measuring Social Tv is so relevant
BRANDING IN THE AGE OF SOCIAL MEDIA – HBR MARCH 2016

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SOCIAL TV IN ITALY: KEY LEARNINGS 2015
Key Figures
The social media presence
in programs
Marketing and
Communications
Advertising cross
between social and Tv
Research and Intelligence
Some evidence from the italian Marketplace

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SOCIAL TV IN 2015: TRENDS AND GENRES
Note Metodologiche:
Tweet relativi ai programmi postati durante la finestra temporale Linear (+/- 3 ore rispetto al programma on AIR). Specials: ES.
Sanremo, MTV EMA, Miss Italia *Altri generi include: serie Tv, cinema, intrattenimento, factual.
Q42015 vs Q42014:
Authors and Audience flat. Tweets (+20%) and Impressions (+10%).
30%
19%26%
14%
9%
Talent/Reality
Specials
Sport Live Events
Talk/News
Altri generi*
% of tweets per Genres
In 2015 44 Million Tweets, 2.3 billion impressions

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SOCIAL TV: THE SEASONALITY
3,4
6,4
4,3
3,6
4,9
3,4
1,6 1,4
3,4
5,5
3,6
2,8
Gen Feb Mar Apr Mag Giu Lug Ago Sett Ott Nov Dic
Millions of Tweets per month
293.000
382.200
334.000
302.000
353.000
275.300
179.000 177300
275.800
303.100 294.600
228.500
Feb Mar Apr Mag Giu Lug Ago Sett Ott Nov Dic
Unique Author per month

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SOCIAL MEDIA IN THE TV PROGRAMS STORYTELLING
....new opportunities for brands
...Stimulating conversations ...become content
...Aggregate communities

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SOCIAL TV RATINGS FOR MKTG PURPOSES

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SENTIMENT ANALYSIS. WHAT DO PEOPLE SAY?
Are comments positive, negative, neutral? What about brands or talent?

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THE REAL TIME OPPORUNITY
Social Media Allows real time conversations: this brings risks and opportunities

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CALCULATING AFFINITY AMONG DIFFERENT PROGRAMS
OR NETWORKS
Mapping the viewing beaviours among different networks/programs

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0,0%
20,0%
40,0%
60,0%
80,0%
100,0%
120,0%
EACH AUTHORS HAS A DIFFERENT VALUE
645 2.059Nr of authors
(% on authors)
......
12% of authors generated 80% of impressions on twitter for the program...
(4%) (12%)
Quantile Nr of auhtors
1 33
2 149
3 463
4 1.443
5 14.133
Who are the most influencing among my program-authors?

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GOLDEN TV AUTHORS: WHY THEY ARE SO RELEVANT
X 2.8
Tweet per episode
+50%
Followers
X 3.8
Tweets about brands
Compared to a simple program author, a Golden TV author generates...
Source Nielsen Social: data related to 34 Tv programs on air in Italy between Sept 2014 to June 2015
Definitions Caratheristics
Program Authors Authors who tweeted at least on 2 episodes of a program over the entire season
Frequent Authors Authors who tweeted at least on 3 episodes of a program over the entire season
Loyal Authors Authors who tweeted at least on the 25% of episodes of a program over the entire season
Golden Authors Authors who tweeted at least on the 33% of episodes of a program over the entire season

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SOCIAL TV AND ADVERTISERS
61% Twitter TV Authors: 1,1 Million
Twitter Brand Authors: 818k
Twitter Brand/TV Authors: 500k
Fonte: Nielsen Social, dati relativi al 2015
www.nielsensocial.com
500.000 people - 61% of authors who
tweeted about the brands, wrote about
television programs during 2015

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NUMBER OF TWEETS PER DAY. ENEL/#XF9
31/08/2015
02/09/2015
04/09/2015
06/09/2015
08/09/2015
10/09/2015
12/09/2015
14/09/2015
16/09/2015
18/09/2015
20/09/2015
22/09/2015
24/09/2015
26/09/2015
28/09/2015
30/09/2015
02/10/2015
04/10/2015
06/10/2015
08/10/2015
10/10/2015
12/10/2015
14/10/2015
16/10/2015
18/10/2015
20/10/2015
22/10/2015
24/10/2015
26/10/2015
28/10/2015
30/10/2015
01/11/2015
03/11/2015
05/11/2015
07/11/2015
09/11/2015
11/11/2015
13/11/2015
15/11/2015
17/11/2015
19/11/2015
21/11/2015
23/11/2015
25/11/2015
27/11/2015
29/11/2015
01/12/2015
03/12/2015
05/12/2015
07/12/2015
09/12/2015
11/12/2015
73% of the Tweets
mentioning Enel posted
by Brand&program
Authors between Dec
10 to Dec. 12
Split between Brand&Program Authors vs Brand Authors
Brand And Program Authors Brand Authors
PRE-CAMPAIGN CAMPAIGN
2.630 Tweets (out of 3.588) between Dec 10 to Dec 12 posted by
Brand&programs Authors