From LiveHive Systems, a look at the changing modern TV viewer and the impact of social interaction on the media industry. Plus - the Top 10 list of the first Social Engagement Index.

1. Results from the first Social Engagement Index
which measures which shows are winning the Social TV race!
Updated to include demographic analysis –
Who is socially engaging with TV, and why?
September 2009

2. This is how TV engaged audiences in the 1960s.
This doesn’t work today
doesn t today.

3. We’ve tried to measure
audience engagement with
Nielsen data.
This doesn’t work today either.

4. Modern viewers are
consuming TV
differently.

5. SOCIALLY,
SOCIALLY
During President Obama’s inauguration, CNN.com provided a social viewing experience to
over 13M online viewers who, using Facebook, watched, debated, and EXPERIENCED
the inauguration together.
Source: CNN, January, 2009

6. AS COMMENTATORS,
During the 2009 Oscars, more than 100,000 Twitter messages were sent that
commented on the awards as they were being handed out.
Source: Nielsen/MediaWeek, April 2009

7. AS CONNECTED PARTICIPANTS.
PA TICIPANTS
30-50% of NFL viewers are watching games in two-screen environments:
Watching TV with a laptop in front of them - participating in games and fantasy leagues
Source: Joe Ferreira , VP CBS Sports, 2006

8. Viewers are increasingly
leaning forward, and
socially engaging on
other devices while they
watch TV
TV.
This is known as
media blur.
edia blu
31% of adult TV consumption is during a media blur situation.
(Simultaneous use of multiple media platforms at once)
Source: Ball State Center for Media Design, 2007

9. Viewers who engage socially watch longer, don t ad skip, and
longer don’t skip
have higher sponsor recall.
Social engagement
makes TV content
more valuable.
Socially engaged viewers watch TV programming 2x to 3x longer.
Source: LiveHive Systems – NanoGaming Case Studies, 2009

10. What’s wrong with Nielsen?
g
Why do we need new ways to measure TV viewers?
Nielsen has been Long criticized by the industry as
inaccurate, biased, and ill-equipped to measure
audiences that watch anywhere except their own
living room.
Just as important in 2009, they can’t measure how
the audience is interacting with what they watch.
watch
New audience measurement systems are needed.
measuring social engagement index is a critical piece of the solution.
LiveHive’s tvClickr community measures TV audiences which often exceed the size of
what Nielsen can measure via their panel of 18,000 homes.

11. Social Engagement means
viewers interacting with the
show, and with each other.
It’s a good thing.
LiveHive is the social
engagement leader providing
leader,
best-in-class technology to
drive social engagement for
major broadcasters and
advertisers.

12. LiveHive’s technology doesn’t just create social engagement,
it lets us measure it in real-time.
LiveHive has measured social engagement from over 1 million TV viewers.
This is the largest audience data set compiled for measuring social engagement with TV.

13. In August 2009, Liv Hiv
A t 2009 LiveHive
released the first data from the
Social E
S i l Engagement Index. I d
The Index tracks social engagement
for viewers across 60+ shows via
our partner offerings and our own
tvClickr Facebook community.
LiveHive’s tvClickr Facebook Application is the largest online community of socially
engaged TV viewers – providing access to the viewing habits of over 700,000 viewers.

14. Social Engagement Index:
Top 10 Socially Engaging Shows in 2009
1. One Tree Hill 24.3
2. 90210 14.1
3. Jon and Kate + 8 8.2
4. Desperate Housewives The Index scores are normalized to adjust for TV
7.0
audience size.
5.
5 So You Think You Can Dance 6.0
What the scores effectively represent, is the
6. Hells Kitchen 4.8 likelihood of a show’s audience to lean forward
and become socially engaged in what they’re
7.
7 House
4.4 watching. An audience that is socially engaged is
8. Lost more valuable to networks and advertisers.
4.2
9. NCIS Lean forward activity that we measure includes:
3.5
35
 Chat  Playing real-time trivia
10. Bones  Twitter games sync’d to the show
3.1
 Status Updates  Real-time viewer polls
Socially engaged viewers in the Index typically interacted, with the show or each other, every 90
seconds during the episode – LiveHive measures every such interaction - creating a dataset with far
more detailed engagement information than can be achieved via real-time search engines.

15. Why did One Tree Hill Dominate
y
in Social Engagement?
A story format well suited to active social discussion and interaction
A demographic that gravitates to multi-platform media consumption
A well established footprint in social media channels
Season Finale (May 19)
In‐Episode Social Interaction Rate
In Episode Social Interaction Rate
ons/Min
0.6
Viewer
0.5
Shown here is an example
er Engaged V
Social Interactio
0.4
04
of the in-episode tracking
in episode
0.3
of social activity that
0.2
the Social Engagement
0.1
Index is based on.
Pe
0
0 10 20 30 40 50 60
Time into Broadcast

16. Social Engagement Index measures the
Engagement of P i i i
Participation.
Conventional
Conv ntional social m dia tracking tools measure the
media m asur th
Engagement of Referral.
Social media tools that track blog posts, video views, and site visits typically
Gather most of their usage data the day After a show airs.
“The day after” is interesting, but doesn’t Measure how engaged
an audience was while they watched.
This is what matters to advertisers.
Viewers socially engaged using LiveHive’s technology have proven to channel surf during
commercials at 38% the rate of conventional viewers.

17. Does social engagement
mean different things
to different viewers?
Demographic analysis reveals Some interesting answers to
to:
Who is engaging?
why are they socially connecting?
what form does that engagement take?

18. How are people socially engaging while watching TV?
Strength of so i l engagement
r n h social n n
male
30+ 41 44 85 The social engagement index measures
many online activities
any activities.
These activities can be categories into
two groups:
female
30+
64 36 100 Social/status updates
(Social network status updates,
Twitter, etc)
Male Viewer to viewer
Viewer-to-viewer
13-29 24 64 88 Interaction/competition
(games tied to the tv show,
User chat, viewer contests, etc)
female
13-29
19 58 77
Females (age 30+) are the most socially engaged while watching TV – with most of that activity
taking the form of updates to their friends through Twitter and Facebook.
Younger viewers are 50% more likely to engage in direct viewer-to-viewer interaction or competition.

19. The TV industry has changed
changed.
Isn’t it time our measurement tools did?
LiveHive’s Social Engagement Index
Is the best tool available for measuring a show’s ability
to drive social and interactive behaviors.

20. LiveHive is the global leader in
socialLY engaging TV audiences.
We’ll help make your content more valuable,
Contact us to learn how.
inquiry@livehivesystems.com
inquiry@livehivesystems com