Tag Archives: NBC

A Personal Message from Clay Collier, The Media Insights & Engagement Conference

As we kick off the New Year, I find myself reflecting over where the industry has been, and where we’re going in 2015. The changes have been immeasurable.

Networks like CBS and HBO are going direct to the consumer. Movies like The Interview and Veronica Mars have launched on-demand, rather than the traditional in-theater release. NBC is urging viewers to watch TV without a TV. How are we going to measure and engage with viewers in the continuously changing media landscape?

The Media Insights & Engagement Conferencecan help. And, I’m happy to be able to extend a special rate for you to join the industry in San Diego in just one month. Hundreds of media executives (with over 65% from the client-side) will be at The Media Insights & Engagement Conference to uncover what the future of media will look like – will you?

View the most up to date agenda: http://bit.ly/1ARocZz

Take a look at just some of the companies already confirmed to participate:
AMC Networks // Charter Communications // Fox Networks // Netflix // Viacom // CBS Corporation // Google // HBO Latin America // ABC Television // Turner Broadcasting // Amazon // Hulu // REVOLT TV // Warner Bros // Yahoo! // Google // Univision // Disney // NASCAR // Comcast Spotlight // Discovery Communications // Meredith Corp // Scripps Network. 


Click here to see the full list: http://bit.ly/1xUP08V
Submit Your Nomination for the REMI Award – Research Executive Media Industry Outstanding Contribution: We would like to acknowledge an individual whose outstanding contributions, innovations, or leadership has impacted the way research has shaped the media industry and entertainment landscape. The Award recipient will be announced on Thursday, February 5th at The Media Insights & Engagement Conference. 
Mention code MEDIA15BL and save $100 off the current rate: http://bit.ly/1ARocZz
It’s my pleasure to personally invite you to join us at The Media Insights & Engagement Conference 2015 for the experience of a lifetime.

All the best,
Clay Collier
Business Development Manager, IIR
The Media Insights & Engagement Conference

@_Mediafusion

#MediaInsights15

A Personal Message from Clay Collier, The Media Insights & Engagement Conference

As we kick off the New Year, I find myself reflecting over
where the industry has been, and where we’re going in 2015. The changes have
been immeasurable.

Networks like CBS and HBO are going direct to the consumer. Movies like The
Interview and Veronica Mars have launched on-demand, rather than the
traditional in-theater release. NBC is urging viewers to watch TV without a TV.
How are we going to measure and engage with viewers in the continuously
changing media landscape?

The Media Insights & Engagement Conference
can help. And, I’m happy to be able to extend a special rate for you to join
the industry in San Diego in just one month. Hundreds of media executives (with
over 65% from the client-side) will be at The Media Insights & Engagement
Conference to uncover what the future of media will look like – will you?

View the most up to
date agenda: http://bit.ly/1ARocZz

Take a look at just some of the companies already confirmed to participate:
AMC Networks // Charter Communications // Fox Networks // Netflix // Viacom //
CBS Corporation // Google // HBO Latin America // ABC Television // Turner
Broadcasting // Amazon // Hulu // REVOLT TV // Warner Bros // Yahoo! // Google
// Univision // Disney // NASCAR // Comcast Spotlight // Discovery
Communications // Meredith Corp // Scripps Network. Click here to see the full list: http://bit.ly/1xUP08V

Submit Your Nomination for the REMI Award – Research
Executive Media Industry Outstanding Contribution: We would like to acknowledge
an individual whose outstanding contributions, innovations, or leadership has
impacted the way research has shaped the media industry and entertainment
landscape. The Award recipient will be announced on Thursday, February 5th at
The Media Insights & Engagement Conference. Submit your nomination by
Friday, January 9th: http://svy.mk/1GkDjc5
Register by
Wednesday, January 14th & Save $500 – that’s an additional $100 savings off
the current rate: http://bit.ly/1ARocZz
It’s my pleasure to personally invite you to join us at The
Media Insights & Engagement Conference 2015 for the experience of a
lifetime.

All the best,
Clay Collier
Business Development Manager, IIR
The Media Insights & Engagement Conference

@_Mediafusion

#MediaInsights15

NBCUniversal Encourages You to ‘Watch TV without a TV’

Looking to drive interest in its growing TV Everywhere products, NBCUniversal has recently launched a campaign spanning its 14 cable channels. The campaign, ‘Watch TV without a TV,’ will be backed by digital and on-air promos across NBCU’s portfolio and will focus on how consumers can access content across those channels and brands on connected devices as part of their existing TV subscriptions.
According to Multichannel News, the campaign ran from Dec. 26, 2014 through Jan. 1, 2015, and showcased existing TVE apps from NBCU’s lineup, including E! Now; USA Now; NBC Entertainment; NBC News, Bravo Now; CNBC; Esquire Now; Golf Live Extra; MSNBC; NBC Sports Live Extra; Oxygen Now; Sprout Now; Syfy Now, and Telemundo Now. 
The new TVE consumer campaign will be ‘laser focused on driving web traffic, mobile downloads, video views and increased engagement across NBCUniversal’s brands,’ NBCU said. Developed in partnership TBWA/Chiat/Day NY, the campaign will also feature social media components, including the #TVwithoutTHETV Twitter hashtag.
‘NBCUniversal has some of the most iconic brands in TV, so it is only natural that as TV viewing evolves into digital platforms, we as a company continue to expand our strategy, creating broader TV Everywhere options for our consumers,’ said Alison Moore, GM and EVP, TV Everywhere, NBCUniversal, in a statement. ‘With the unyielding support of the company’s vast portfolio of brands, this groundbreaking marketing campaign will heighten consumer awareness of the variety of ways viewers can watch both their beloved favorite shows and exciting new shows across multiple digital platforms right now and on their own time.’  

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Best Use of Social Media for Television

The finalists for the 2014 Shorty Awards are in and here’s a look at the finalists in the Best Use of Social Media for Television. Candidates were chosen by examining the best TV Show Tiwtter accounts who share updates, behind the scenes videos, commentaries and even some insight to future episodes and connect and engage with their fans.

Here’s a closer look at the Finalists, how they use social media and their accomplishments:

Judges’ Choice:

1. Fallon Tonight:
The official Twitter for Tonight Show Starring Jimmy Fallon on @NBC. (Account run by: @marinarachael & @christinefriar & @hanvanderpoel) #FallonTonight
www.tonightshow.com – 843,275 followers

Social media is essential to The Tonight Show Starring Jimmy Fallon. From the weekly segment “Tonight Show Hashtags” to YouTube Supercuts to the “Ask Jimmy” web series to the brand new Tonight Show app, social media plays a critical role in shaping the show and allowing the audience to interact directly with Jimmy. Additionally, each night the Tonight Show bloggers stay up to live tweet the show with fans and release custom web content to support the show.

2. Orphan Black:
Official Twitter of #OrphanBlack on @BBCAmerica. Season Two Premieres 4.19.14. Where to Watch: t.co/b2oCgL7d5g #CloneClub
http://www.bbcamerica.com/orphan-black – 49,891 followers

3. ABC’s Scandal:
The official Twitter for ABC’s Scandal. Thursdays at 10|9c on ABC.
http://abc.go.com/shows/scandal - 433,563 followers

Community Votes:

1. Programma Da Babalu:
Comedy show that airs on TV Union of Fortaleza-Ce for all of Brazil’s PGMA Babalu! Lots of interactivity and mood are the main ingredients!
http://www.youtube.com/user/ProgramadaBabalu - 6,483 followers

We use social media to get closer to our fans even more, thus having a direct contact, where we can exchange ideas and shape the direction of the tables in our program. What makes unique use of social media in our talk show is exactly that approach with the public, so they can interact and participate effectively in the program.

2. Pretty Little Liars:
The official Twitter handle for @ABCFamily’s Pretty Little Liars. Don’t miss ALL NEW episodes Tuesdays at 8pm/7c on @ABCFamily!
abcfamily.com – 2,038,286 followers

3. Teen Wolf:
Official account for MTV’s Teen Wolf Mondays at 10/9c on @MTV
teenwolf.com – 724,979 followers

4. Big Time Rush:
New album 24/seven available here: t.co/ulWbDEEuFq
www.btrband.com – 3,380,407 followers

Best Social Integration with a TV Commercial

Here are the finalists who achieved the effective integration of social media in a TV commercial, as a tool for translating traditional media into shareable content on the social web.

Mentos Engages Arab Youth through Hilarious Memes

Realtime Twitter Integration into Social TV Advertising

#AdamLevineCollection

#HomeRocks

A Look Back at TMRE 2009: Running the Olympics Reseach Marathon: An innovative measurement of Multi-Platform Audiences

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Explor Awards at TMRE 2009: Running the Olympics Reseach Marathon: An innovative measurement of Multi-Platform Audiences

Media Mix Measurement at the Olympics
Horst Stipp, NBC Universal
David Tice, Knowledge Networks, Inc.

Beijing Summer Olympics Summer 2008 was presented on five cable networks and two broadcast channels. The 2008 Olympics were also on mobile and the internet. There are 52 million unique viewers on the internet and 6.5 million users on mobile. For television, there was 16.4 HH rating.

Advertising and broadcasting rights are very expensive, and it was important that NBC be successful with the Olympics financially. There is no ‘currency-based’ solution to meet NBCU’s needs of measuring the number of end users across the platforms. They wanted have hard numbers in order to sell sponsorship beyond a currency value. There was no definite measurement to capture all of the different platforms viewer numbers in one single source. This was the challenge to NBC, so they turned to the Knowledge Network’s Multimedia Mentor single source methodology as the foundation to measure this.
NBC Universal set out to record numbers on the daily Olympics cumulative watchers, to-date Olympic cumulative, projected total Olympic cumulative, times spent watching the Olympic games, and more.
This system was tested during the NBA in the Finals in June 2008 in preparation for the games later that summer. NBC wanted their sample to consist of 500 Olympic media consumers for each of the 17 days. Interviewed for 23 hours, then went on and compiled them.
All goals for collecting information on the Olympics viewers met or exceeded all goals: 605 people a day, a consumption rate of 33%, Olympic media use rate of 81%, interview length was 16 minutes, and delivered report to NBC on time every day.
How did this help NBC? They saw how media was immediately used. They also saw how people used media out of home, and after the games, they used it as a benchmark for establishing audience duplication across media. NBC Universal also used brand and category specific assessments for Olympic media sponsors and usages.
What they saw: 99% of all people watch Olympics on NBC Networks. Nearly everyone watch the games on TV. Those online or on mobile did not give up on television, they still watch the games on television.
So, now NBC Universal is looking to the 2010 Vancouver Olumpics. Their challenge for this year is getting younger audience to watch the Olympics. Through this tracking, they now know that younger new media users watched more Olympics on TV. The information on media platforms heightened their Olympics.

Explor Awards at TMRE 2009: Running the Olympics Reseach Marathon: An innovative measurement of Multi-Platform Audiences

Media Mix Measurement at the Olympics
Horst Stipp, NBC Universal
David Tice, Knowledge Networks, Inc.

Beijing Summer Olympics Summer 2008 was presented on five cable networks and two broadcast channels. The 2008 Olympics were also on mobile and the internet. There are 52 million unique viewers on the internet and 6.5 million users on mobile. For television, there was 16.4 HH rating.

Advertising and broadcasting rights are very expensive, and it was important that NBC be successful with the Olympics financially. There is no ‘currency-based’ solution to meet NBCU’s needs of measuring the number of end users across the platforms. They wanted have hard numbers in order to sell sponsorship beyond a currency value. There was no definite measurement to capture all of the different platforms viewer numbers in one single source. This was the challenge to NBC, so they turned to the Knowledge Network’s Multimedia Mentor single source methodology as the foundation to measure this.
NBC Universal set out to record numbers on the daily Olympics cumulative watchers, to-date Olympic cumulative, projected total Olympic cumulative, times spent watching the Olympic games, and more.
This system was tested during the NBA in the Finals in June 2008 in preparation for the games later that summer. NBC wanted their sample to consist of 500 Olympic media consumers for each of the 17 days. Interviewed for 23 hours, then went on and compiled them.
All goals for collecting information on the Olympics viewers met or exceeded all goals: 605 people a day, a consumption rate of 33%, Olympic media use rate of 81%, interview length was 16 minutes, and delivered report to NBC on time every day.
How did this help NBC? They saw how media was immediately used. They also saw how people used media out of home, and after the games, they used it as a benchmark for establishing audience duplication across media. NBC Universal also used brand and category specific assessments for Olympic media sponsors and usages.
What they saw: 99% of all people watch Olympics on NBC Networks. Nearly everyone watch the games on TV. Those online or on mobile did not give up on television, they still watch the games on television.
So, now NBC Universal is looking to the 2010 Vancouver Olumpics. Their challenge for this year is getting younger audience to watch the Olympics. Through this tracking, they now know that younger new media users watched more Olympics on TV. The information on media platforms heightened their Olympics.

Symposia Session ‘ Segmentation reveals new ways to Connect Optimally with Consumers in an Economic Downturn

Speaker: Tony Cardinale, Bravo, Oxygen, & Women at NBCU, NBC Universal

Tony begins by stating that the problem that they first encountered. There were hundreds of pieces of intelligence about consumers in the economic downturn, but they weren’t sure of the validity of the information. To replace the information they had about a demographic target and replaced it with more dynamic intelligence. They did mixed surveys and asked questions like how are you doing a year ago, how are you doing now, and how do you think you will be doing in year.

There were over 4,000 respondents to the questions and they created several segments. Based on the survey people were quoted as a 1, 2, and 3 depending on how optimistic they were about the recession. What they found out was that consumers that had digital cable were more recession-proof than those consumers who had satellite.

By utilizing the economy scales, marketers can send personalized messaging and offerings to consumers. Also, just like the scale 12 category scales were created including nightlife, style, food, etc. The tool allows to separate the categories and economy scales which helps companies understand if they have to create a new product line to reach the 1′s who are most at risk because of the recession or change their messaging.

Tony summarizes my mentioning that demographics and product usage history aren’t enough to efficiently target in this new economy and that there are measurable benefits to optimizing against a target that’s economy sensitive.

Examples of online communities in the TV industry

We return this week to our series of Online Community Examples. There is a lot of talk about the way ‘old’ and ‘new’ media combine – how newspapers are using Twitter and how television broadcasters and production companies are working with online media. So this week we take a look specifically at examples of online communities in the TV industry

Online communities in the TV industry

The TV industry has a relatively long history of online communities – both fan sites and sites sponsored by the brand itself. People like to discuss both within the fantasy of a programme (fan plot lines, character diaries and so forth) and also discuss the content itself – evaluating what happened, talking about the acting, new characters or a twist in the plot. What is more, there is a real rise in people discussing TV programmes whilst they are being broadcast – people combining the online community experience and the TV experience simultaneously. This industry is fertile ground for online community examples, as the three case studies below show.

Rate My Space

HGTV in the US set up their Rate My Space online community to accompany their broadcast schedule which, as their full name suggests is Home and Garden Television. The concept was originally very simple. Users could upload an image and brief description of a room or part of their house that had been renovated. Others could then vote for or comment on these images. As we’ve discussed before, simple concepts can often be the best ones in online communities, and so it proved in this case. HGTV wanted to both generate engagement and discussions with it’s viewers, and to use the increased volumes of content to increase revenue from advertising on the site. And from an outside perspective they seem to have done both quite successfully. Just looking at the site you can see the speed at which images have views, votes and comments – the engagement they have created and the interest in the site is huge. And also there are reports of considerably increased traffic and advertising revenue from those parts of their site that have online community elements. A further sign of the success of Rate My Space as an online community site is that it has now spun off a TV programme of it’s own. Users are asked to pick rooms on the site that inspire them and then a designer will come to their home and use elements from these to make over a room in their house. So an online community grew out of the broadcast element, and then a new broadcast element grew out of the online community.

Heroes

Heroes is a well-known case study of how a range of online community and social network tools can be used to support a TV show. It is also a good example of how a hub and spoke approach to social media strategy can be the most successful. As well as a central hub (NBC’s Heroes site) they had presences in a range of spokes – other social networks and sites where viewers and fans might be. This approach allowed them to engage with users in a place and in a manner that was appropriate to them, but also to bring them back to their own site where they could share their interest for the show and meet people like them. The range of spokes employed by Heroes was extensive and impressive, from the Ninth Wonder fan site, through social networks like Facebook and MySpace, to widgets, games and a Wiki that explained everything Heroes. The benefit of this approach for them was that it enabled them to reach out to people where they were, often in very active fan sites, and then bring them back to their own territory where they could interact with them and get value from this. They also worked the other way – letting those on their site take widgets and content out to their other social networks and communities and spread the word for the show. This shows that sometimes, in fact in our experience more often than not, a standalone online community does not get the most benefit possible from your target audience. You need to work with the other discussions and online communities out there and build a hub and spoke model of engagement. Engage where people are but as a way to bring them back to your site, where you can both get most benefit.

The Sex Education Show

Channel 4 in the UK has run two frank and educational series on sex and sexuality as part of their public service remit. The first, the Sex Education Show, gave advice and information on sex issues. The second, the Sex Education Show vs Porn, looked at how the portrayal of sex in porn compares with real life experiences. Both shows were successful and both were accompanied by a strong online community: Sexperience. The subject matter of the programme was clearly sensitive, but also highly suited to an online medium. Subjects that can seem sensitive or difficult to discuss face-to-face can be much easier to talk about online. Especially in an online community where you know you are with people like you. You have the benefit of the level of anonymity that online can bring, with the reassurance and community feeling that you get in a well-nurtured online community. And this is why on Sexperience you get a range of discussions that would not happen elsewhere – discussions on penis size, premature ejaculation, and sexually transmitted diseases. An online community can be a safe place and can be a place for people to share information, ask questions and suggest answers on a common theme, subject or issue. The Sexperience site does this well – encouraging and nurturing discussions on sensitive subjects alongside videos, blogs and forums that support this content. Factual programmes and in particular programmes that deal with more sensitive issues or subject matters are prime targets for successful online communities. You can add real value and real service, and you can encourage people to engage at a level they might not otherwise.From the FreshNetworks Blog See all our Online Community Examples Subscribe to updates from the FreshNetworks Blog

Chuck gets a social network

With the launch of the new fall television season, NBC decided to go full force with promoting its television shows. One of the best examples is the social network for Chuck. Inside Buy More includes games, quizzes and career advice. They’ve also aired webisodes.

This is not the only television show on NBC that has received special treatment, part of their fall season was to launch extensive interactive sites for the majority of their TV shows. Read about them here. You can also check out all of NBC’s efforts at their website.

MobileVerbs gets live feedback for NBC Olympics webpage

MobileVerbs was able to develop a plan for NBC to obtain feedback from mobile users surfing their Olympics site, according to this press release at PR Web. Visitors simply click on the banner link that then leads them to the surveys on their mobile phones. Mobile Verbs modeled the web page after the Olympics web page, and the responses obtained from this venture have exceeded expectations. MobileVerbs has been able to target a specific segment of the market with this campaign management tool.