Despite media fragmentation, TV programs remain an important cultural currency in Australia. Yet unlike traditional audience measures (OzTAM), social data can reveal underlying habits of engaged viewers.

1. social TV in
AUSTRALIA
NOVEMBER 2014

2. multi-screen
OPPORTUNITIES

3. SOCIAL TV
Fastest-growing industries on social media
f
SERVICES
128% UTILITIES
273%
ENTERTAINMENT
498%EDUCATION
125%
NON-PROFIT
154%
UTILITIES
170%ENTERTAINMENT
196%
TRAVEL &
HOSPITALITY
134%
RETAIL
129%
avg MONTHLY INBOUND
MESSAGES to BRANDS
39
MESSAGES
for every 1000
Facebook fans
60
MESSAGES
for every 1000
Twitter followers
Source: ‘The Social Customer’, Sprout Social, www.sproutsocial.com/insights/data/the-social-customer-infographic

4. Talking face to face SMS message Social platform Blogs or forums Other
TV CONTENT CREATES CONVERSATIONS
Q. ‘How do you discuss TV programs you’re interested in?’
Base: All respondents (975)
30.8% via
social media
83%
of Australian TV
viewers discuss the
programs they
watch with others.
Despite media fragmentation,
TV programs are an important
cultural currency in Australia.

5. HOW TECHNOLOGY IS USED TO INTERACT WTH TV
17.12%
9.94%
12.39%
17.68%
14.04%
17.50%
3.92%
3.41%
5.31%
3.29%
4.33%
5.33%
Chat online with
friends about shows
we enjoy
Chat online with
strangers about shows
Take part in a show by
voting on a poll
Post comments about
a show
Post comments about
a show to be broadcast
on TV
Enter a show
competition to win a
prize
Social platform Social-TV app
General social networking sites — rather than social TV apps — are the
preferred way to engage with other viewers about TV programs
Q. ‘Which of the following have you ever done using a specific audience participation app or general social networking site?’
Base: All respondents (606)

6. multiplatform
smartphones,
tablets, PCs,
gaming
personalised
self-discovered
curated
acknowledged
conversational
connected
engaged
interactive
►
community-driven
fun
rewarding
gamified
participatory
live events
scheduled
programmed
catch-up
real-time
measurement
social networks apps, widgets
ELEMENTS OF SOCIAL TV

7. ELEMENTS OF SOCIAL TV
A modern way to
understand audiences
Social-media data can reveal
underlying habits of engaged
viewers.
Unlike traditional audience
measures (OzTAM), social data
provides sentiment scales —
positivity — against all other
programs.
Data can be incorporated in to
broader statistics models as an
measure of audience growth.

8. social TV
CHALLENGES

9. Watching live events and premiere broadcasts
remain the core way in which people watch
broadcast television.
Its continued popularity demonstrates viewers'
preferences for watching TV as it is happens
(immediacy).
Social media is a key motivator for,
and aggregator of, audiences taking
part in an event.
1. PEOPLE PREFER ‘FIRST-RUN’ TV

10. Favourite ways of watching TV
‘The Future of TV’, December 2013, MagnaGlobal Australia. (Base: All TV viewers [975])
AUSTRALIANS EMBRACE NEW WAYS TO WATCH TV
7.9% 21.2% 7.6%
Recorded on VHS or DVD
Recorded on a digital TV
recorder
Catch-up TV site
6.8% 0.7% 6.7%
Australian broadcaster apps
International broadcaster
apps
YouTube or free online video
3.3% 7.0% 3.7%
Video-on-demand system
Bought or rented DVD
Downloaded from
the internet
Live TV broadcast
35%

11. Social media technologies are being used by
audiences to interact with television shows.
Australians are increasing their screen
engagement hours across multiple
devises, separately and concurrently.
2. SECOND SCREENS ARE DISTRACTING

12. ‘The Future of TV’, December 2013, MagnaGlobal Australia. (2423 programs, 105 respondents, October 2013)
On average, viewers use
second screens during about
one in four TV programs
► Laptop computer 11.59%
► Smartphone 6.34%
► Tablet computer 3.62%
► Desktop computer 1.43%
WHICH SCREENS ACCOMPANY TV VIEWING?

13. Second-screeners watch more TV.
They are more likely to stay in the
room during the ad break (because
they already have something to do
if they want).
Multi-screen viewers have
better content, character and
program recognition than
single-screeners.
3. TOO MUCH INFORMATION?

14. 8%
7%
8%
9%
9%
10%
8%
11%
10%
12%
8%
17%
10%
14%
11%
14%
21%
25%
28%
17%
20%
23%
26%
26%
29%
29%
29%
32%
39%
42%
49%
43%
48%
52%
52%
61%
56%
65%
Gaming using a console
Listening to an mp3 player/ i-pod
Listening to the radio
Accessing blogs
Using Instant Messenger
Accessing online forums
Sharing experience with friend/family
Gaming using a laptop, PC or Mac
Sharing experience with friend/family on
Working
Reading a magazine
Using social network sites (eg. Facebook)
Reading a newspaper
Socialising
Talking on a mobile phone
Texting/MMS using a mobile phone
Using email
Sharing experience with friend/family
Browsing the Internet
Always/Usually
Sometimes
‘The Future of TV’, December 2013, MagnaGlobal Australia.
Q. ‘When watching regular TV (i.e., free-to-air or pay TV), how often are you also doing any of the following?’ (Base: All TV viewers [606])
WHAT PEOPLE CLAIM THEY DO WHEN WATCHING TV

15. WHEN DO SOCIAL TV INTERACTIONS HAPPEN?
* ‘Watching with Friends: How TV drives conversation on Facebook’, Lovelace, G., (SecondSync), February 2014.
60%
of TV-related
Facebook interactions
happen in real-time*

16. GENRES HAVE DISTINCT ENGAGEMENT SIGNALS
* ‘Watching with Friends: How TV drives conversation on Facebook’, Lovelace, G., (SecondSync), February 2014.
Drama Reality and competitions Lifestyle and factual
Dramas generate a bookend pattern
of engagement with
Facebook activity peaking
at either end of a broadcast.
Posts around competition programs
map directly to performances,
events and results.
Factual content is a catalyst for
content that generates high
comment volumes.
Dr Who Christmas special
ABC TV
The X Factor grand final
Seven Network
Attenborough Africa
Ten Network
Movies and miniseries Panel and talk
Iconic movie scenes
tend to drive the big
peaks of engagement.
Drive real-time conversations,
particularly about guests
INXS: Never Tear Us Apart
Seven Network
Q&A
ABC TV

17. WHY USE FACEBOOK WHILE WATCHING TV?
Source: Aussie's on Facebook’, Facebook, TNS, Nielson and Roy Morgan, October 2013.
TNS Survey of 1116 Australians conducted August 2013
70%
53%
36%
26%
26%
24%
21%
For browsing during ad breaks
To be entertained if the show gets boring
To distract myself because I'm not interested in the show
my family is watching
To have background noise while I browse through Facebook
I need to multitask because I have insufficient time
To talk to friends about the show I'm watching
If I see something intersting in TV, I can use Facebook to get
more information

18. TV’s social
FUTURE

19. VIRTUAL LIVING ROOMS
Using apps, viewers can invite friends to watch movies with
them. Virtual living rooms promote the ability to speak with
your friends during the movie.
(Gamers do this during MMOD play.)

20. LVE AUDIENCE INTERACTIVITY VIA VIDEO
The next step may be live video chat with programming that
doesn't need intense concentration, like reality, sports, talk
and news.
(The ABC’s ‘Q&A’ does this via pre-recorded, audience-
submitted questions, but the next step is live.)

21. SOCIALLY AUGMENTED REALITIES
More YouTube-like than traditional TV, connected TV
experiences will become part of screen culture.
Audience tweets on screen are the start of this.

22. More about Cam Parker
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