Interesting insight into SocialTV in Australia

1. SocialTV – X Factor AustraliaCase Study@OMDWord

2. Background @OMDWord wanted to see if the SocialTV phenomenon is occurring within Australia This is a top line report to see buzz volumes during TV broadcast The X Factor Australia promotes the use of twitter in program with questions or topics to discuss to generate buzz Let’s first look at some research about simultaneous media consumption… Sources: Neilsen Internet and Technology Report and OMD Antenna

3. MEDIA multitasking

4. DEVICES USED TO ACCESS THE INTERNET 16-29 years 91% Most people accessed the Internet from a desktop… Younger audiences however are more likely to have ever accessed the Internet via a laptop / netbook, mobile device or games console. Games console set to grow exponentially in 2010 with introduction of PayTV/Catchup service integration 16-29 years 72% 16-29 years 28% Q: From which type of device have you EVER accessed the Internet and which would you MAINLY use to access the Internet? Sample: Aust. Internet users aged 16+ Neislen

5. OWNERSHIP OF TECHNOLOGY +15 +4 +4 +6 +4 Q Which of the following (if any) does your household currently have or intend to acquire in the next 12 months?:

6. FORECAST OF TECHNOLOGY OWNERSHIP Q Which of the following (if any) does your household currently have or intend to acquire in the next 12 months?:

7. mEDIA CONSUMPTION & ACTIVITIES +1.5 hrs +0.5 hr + 0.5 hrs Q: On average, how many hours per week do you spend on the following activities? Sample: Aust. Internet users aged 16+

8. DAYTIME is the new prime time TV Daytime is new primetime for media (internet) but internet doesn’t drop dramatically when TV peaks (prime time) Internet Radio Q: Thinking about a typical weekday, which types of media (i.e. Internet, radio, TV, Pay TV, newspapers and magazines) do you use during… Sample: Aust. Internet users aged 16+

9. Simultaneous media consumption 68% of 16-29 year old internet users consume internet and TV simultaneously Q: Do you ever do the following at the same time? Sample: Aust. Internet users aged 16+

10. 1. TV & TWITTER – CASE STUDY

11. 2. TV & TWITTER – CASE STUDY

12. Buzz over time (week 1) Monday Broadcast 2 Hrs Wed Broadcast: 1hr Tue Broadcast: 1hr Thur Broadcast: 1hr Defined peaks of between 3-5,000 tweets during TV broadcast

13. Buzz over time v Ratings 2Hr show/Ave 1,319 Ave 1,526 Ave: 1,690 Ave: 1,403 First show was 2 Hours therefore concentrated amount of tweets. When numbers down on Thurs, definite correlation to amount of tweets. Data: Total PPL Consolidated

14. 29th August – Break Down 8pm Peak: 2,066 Tweets Show commences 7.35pm: 1,250 Tweets 7pm Home & Away, Promos for XFactor: 752 Tweets

15. Word Cloud Introvert Extrovert These keywords were trending worldwide on Wednesday night due to a flamboyant contestant who sung song of same name.

16. Introvert/Extrovert Introvert Extrovert Just one contestant provided 1,264 tweets from 8pm on Wednesday and tweets still occurring Just shows how viral videos can spread quickly

17. Not just twitter… Over 280K additional views of the x-factor audition of Luke O’Dell in 3 days….

18. News Headlines…

19. Summary The SocialTV phenomenon is occurring within Australia – but this is just the start We provided a report to see buzz volumes during TV broadcast and show definite peaks during broadcasts People do use twitter and TV simultaneously and this will grow when it becomes the norm Sources: Neilsen Internet and Technology Report and OMD Antenna