Sports: A Driving Force of Social TV. Presented at the Sports Media Marketing Summit in November 2011, by Bluefin Labs CEO Deb Roy.

1. Sports: A Driving Force of Social TV
Now, learn how to take advantage of it
Deb Roy
Co-founder and CEO
Bluefin Labs
dkroy@bluefinlabs.com

2. People Have Always Talked
About TV

3. Now, It Can Be Measured & Analyzed at Scale
20M
People engaged in Social TV activity (YTD)
Social TV record:
Measurable and easily viewed, via Bluefin
8,868 Tweets per second

4. Sports Is a Driving Force in Social TV
We’ve highlighted
sports broadcasts to
make a basic point:
As much as everyone
talks about the
Twittery triumph of
certain high-profile TV
series, sports
broadcasts are
massively social.
– Advertising Age
August 2011
Bluefin Labs Proprietary and Confidential 4

5. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
MTV VMAs Super Bowl XLV Academy BET Awards CMA Awards Western GOP Grammy Awards Royal Wedding Emmy Awards World Series 2011 NBA Finals Countdown to Your Money, State of the Presidential
(MTV) (FOX) Awards (ABC) (BET) (ABC) Debate (CNN) (CBS) (Multiple) (FOX) (FOX) (ABC) the Emmys Your Vote: The Union Address
(FOX) Republican (CNBC) (Multiple
Presidential Networks)
Debate (CNBC)
16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
NFL Football 2011 Stanley NFL Football NFL Football CNN Tea Party The X Factor 2011 French Glee GOP Debate at 2011 Stanley NFL Football The Comedy The 2011 Kim's Fairytale Black Girls
(NBC) Cup Final (FOX) (ESPN) Republican (FOX) Open Tennis (FOX) Ronald Reagan Cup Final (ABC) Central Roast Billboard Music Wedding: A Rock!
(NBC) Debate (NBC) Presidential (VERSUS) (COMEDY) Awards Kardashian (BET)
(CNN) Library (ABC) Event
(MSNBC) (E!)
31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
NFL Football NBA Basketball Presidential The Voice 2011 Jersey Shore 2011 Wimbledon Ghost Hunters The Game The 2011 Miss NBA Basketball College Football 2011 MLB All- The Walking 137th Kentucky
(CBS) (ABC) Debate (NBC) Indianapolis 500 (MTV) Championships Halloween Live (BET) Universe (TNT) (CBS) Star Game Dead Derby
(FOX News) (ABC) (NBC) (SYFY) Pageant (FOX) (AMC) (NBC)
(NBC)
46 47 48 49 50 51 52 53 54 55 56 57 58 59 60
Pretty Little Liars MLB Baseball Basketball New Girl The Real MLB Baseball American Horror The Bad Girls 2011 Wimbledon Single Ladies WWE Monday White House Beyond Scared 2011 U.S. Open Jersey Shore
(ABC Family) (TBS) Wives (FOX) Housewives of (TNT) Story Club Championships (VH1) Night RAW Correspondents Straight Tennis After Hours
(VH1) Atlanta (FX) (OXYGEN) (ESPN2) (USA) Dinner (A&E) (CBS) (MTV)
(BRAVO) (MSNBC)
61 62 63 64 65 66 67 68 69 70 71 72 73 74 75
American Idol Dancing With The Celebrity 136th The Fab Five Beavis and NBA Basketball True Blood Basketball The The Vampire Scream Awards Terra Nova Two and a Half MLB Baseball
(FOX) the Stars Apprentice Preakness (ESPN) Butt-head (ESPN) (HBO) Wives LA Bachelorette Diaries 2011 (FOX) Men (FOX)
(ABC) (NBC) Stakes (MTV) (VH1) (ABC) (CW) (Spike) (CBS)
(NBC)
76 77 78 79 80 81 82 83 84 85 86 87 88 89 90
Jeff Dunham: BET Hip Hop Teen Wolf Gossip Girl HawthoRNe The Sing-Off Once Upon a The 38th Annual So You Think BET Honors 2011 French Miss World 2011 Law & Order: Pan Am Bachelor Pad
Controlled Awards 2011 (MTV) (CW) (TNT) (NBC) Time Daytime Emmy You Can Dance (BET) Open Tennis (E!) Special Victims (ABC) (ABC)
Chaos (BET) (ABC) Awards (FOX) (ESPN2) Unit
(COMEDY) (CBS) (NBC)
91 92 93 94 95 96 97 98 99 100 101 102 103 104 105
2011 Home Run Grimm Dexter Grey's Anatomy Big Brother Mobbed Supernatural Project Runway Teen Mom Sons of Anarchy UFC Fight Night The Playboy Hell on Wheels The Next Iron Saturday Night
Derby (NBC) (Showtime) (ABC) (CBS) (FOX) (CW) (Lifetime) (MTV) (FX) Live Club (AMC) Chef Live
(ESPN) (Spike) (NBC) (FOOD) (NBC)
106 107 108 109 110 111 112 113 114 115 116 117 118 119 120
2011 U.S. Open Modern Family Workaholics College Football Fringe Sunday Best Criminal Minds NASCAR 2011 Tour de Khloe and Randy Jackson 2011 U.S. Open The Secret Desperate Castle
Golf (ABC) (COMEDY) (ABC) (FOX) (BET) (CBS) Racing France Lamar Presents: Tennis Circle Housewives (ABC)
Championship (FOX) (VERSUS) (E!) America's Best (ESPN2) (CW) (ABC)
(NBC) Dance Crew
(MTV)
121 122 123 124 125 126 127 128 129 130 131 132 133 134 135
The Bachelor The Real World Psych 143rd Belmont Breaking Bad Allen Gregory The 46th Annual The Glee 2011 NCLR Tosh.0 Awkward. Survivor: South Your Money, Boardwalk Family Guy
(ABC) (MTV) (USA) Stakes (AMC) (FOX) Academy of Project ALMA Awards (COMEDY) (MTV) Pacific Your Vote Empire (FOX)
(NBC) Country Music (OXYGEN) (NBC) (CBS) (CNBC) (HBO)
Awards
(CBS)
136 137 138 139 140 141 142 143 144 145 146 147 148 149 150
College College After the Smallville Revenge The Office 2 Broke Girls America's Next How I Met Your MLB Baseball Make Your Mark South Park NCIS Ridiculousness 9/11: 10 Years
Basketball Basketball Runway (CW) (ABC) (NBC) (CBS) Top Model Mother (ESPN) (Disney (COMEDY) (CBS) (MTV) Later
(TBS) (CBS) (Lifetime) (CW) (CBS) Channel) (CBS)
Animation Drama News Special Special
Comedy News Reality Sports
Source: Bluefin Labs, Top 150 Social TV shows 2011 Year to Date (all dayparts, all genres)

6. What is Bluefin?
And how it gives sports media marketers
the competitive advantage...
Confidential

7. Research In Baseball Video Led To Bluefin

8. Early Investors From the World of Sports
Brian Bedol Jim Pallotta Jonathan Kraft Dan Gilbert

9. The NFL Was Our Very First Client

11. Impressions

12. Impressions Expressions

13. Impressions Expressions

14. Comments: 423,198 Authors: 292,096

15. Introducing Bluefin Signals
Bluefin Signals is a
web-based analytics
platform for analyzing
Social TV data
• How much people are
talking?
• What they are saying?
• Who is saying it?

16. Finding Like Audiences
1 Friday Night Lights
236 index
2 Campus PD
206 index
3 Surviving the Cut
205 Index
4 One Man Army
204 index
5 Eastbound and Down
203 index
6 Sweet Home Alabama
193 index
7 American Hoggers
192 index
8 Franklin & Bash
186 index
9 Last Man Standing
185 index
10 Same Name
183 index
Source: Bluefin Signals (data for YTD; displaying TV programs outside of sports and sports news).

17. Lifestyle Audience Segments, e.g. Sports Fans
1 Malcolm & Eddie
280 index
2 Pros vs. Joes
258 index
3 100 Greatest Hip Hop Songs
217 Index
4 The Fab Five
205 index
5 Swamp Wars
194 index
6 American Chopper: Jr vs Sr
190 index
7 In the Flow w/ Affion Crockett
190 index
8 Campus PD
183 index
9 DUB Magazine Project
187 index
10 Breakout
178 index
Source: Bluefin Signals (data for YTD; displaying TV programs outside of sports and sports news).

18. Brand Audience Segments, e.g., Gatorade
Gatorade (Male)
• Talk & News
Gatorade (Female)
• Children’s & Family
• Reality
Source: Bluefin Signals (data for YTD; displaying TV programs outside of sports and sports news).