1. Social TV & 2nd Screen Management
Moneytization Opportunities
2nd of October 2014

2. Surf on
websites
related to
what I’m
watching
44%
Comment
on Social
Networks
about what
I’m watching
22%
Source: Havas MMS 2013

3. A NIGHTMARE
ON MAIN
SCREEN

5. All programs are not equal
#fans ; #followers
+25%
+12%
OLD Twitter NEW Facebook Intermediate
+15%
+13%
+12%
+7%
+92%
+26%
+15%
+24%
+45%
+26%
Source : Example North&South on different broadcast, Community and evolution Facebook&Twitter

6. Mapping SRP – North Zoomed (no sports)
Source : TV audience index North av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked

7. SRP  The Havas Social TV indicator
SRP : Social Rating Point
= X 100
Source : National, Reach 000 (20% non cum.), 15-54 year
Social
Audience
TV Reach
Total Messages
Reach TV (20%)
Average: 0,18
How to read SRP ?
2 SRPs = 2% of TV reach is also messaging about the show on social networks with 1 message by unique user
2 SRPs = 1% of TV reach is also messaging about the show on social networks with 2 message by unique user

8. Top SRP – South – 2014
Program SRP
UEFA Champions League - Benfica vs Anderlecht (17/09) 2,32
Championnats du monde de cyclisme sur route (29/09) 2,19
Rendez-vous Grand-Place (27/09) 2,09
Soirée CAP 48 (13/10) 1,36
Belgium's got talent (22/09) 1,10
UEFA Europa League - Standard vs Esbjerg FB (19/09) 1,02
La nouvelle star (31/10) 0,95
Qualification Coupe Du Monde - Croatie vs Belgique (11/10) 0,91
Mise au point (03/11) 0,56
Un gars, un chef (18/09) 0,40
Source : Top 10 South by broadcast, ranking on SRP

9. SRP Champions 2014 (so Far): 16 !

10. USEFUL ?
USABLE ?
USED ?

11. SRP in television buying
Buying optimization Sponsoring evaluation Content Moneytization

12. During Breaks, 2nd screen becomes first one
-17% 47% -9%
Programs that generate “buzz”
suffer less from zapping
Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club
RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min
Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ

13. TV Buying Optimization Tool
Stickyness Premium
Engagement Zapping
Productivity +50%

14. Sponsoring Optimization Tool
Engagement is Crucial
Premium Content Evaluation
De Nacht van vs Wauter vs Waes
+57%
The Voice vs De Nacht van
+118%

15. Example: Hello Bank! & The Voice – Integration
LIVE
INTEGRATION
OF TWEETS

16. Amonyetizable opportunity
to generate conversations
Belgianreddevils @Belreddevils: 80’
Goooooaaaalll!! Mertens 2-1 #belalg #Wor
ldCup2014
Dude League @DudeLeague:
RT @Belreddevils: 80’ Goooooaaaalll!! Mer
tens 2-1 #belalg #WorldCup2014
Dude League @DudeLeague:
@dries_mertens14 BRAVO! Come on the @B
elredevils! #belalg #WorldCup2014
Coupe du monde 2014 @CM2014:
Les algériens après le pénalty marqué par Feg
houli #algbel (via @itelefoot) pic.twitter.com/yo5
uqvbc3z
Dude League @DudeLeague:
Rule n°1: Always be fearless! Let’s
go BELGIUM! #dudeleague #Worlcup2014
Sven Lepoutre@sven_lepoutre:
RT @DudeLeague:
Rule n°1: Always be fearless! Let’s
go BELGIUM! #dudeleague #Worlcup2014

17. Conclusion - A Virtuous Approach
Advertiser
Reach Better – Start Storytelling – Engage
Consumer
Broadcaster
Enhance Tv viewer loyalty through 2nd
screen Engagement
Moneytize Extra Content
Havas Media
Break the silos (TV + Social + Data)

18. Huguesrey
hugues.rey@havas.com
www.huguesrey.com