SOURCE: Networked Insights

Networked Insights

May 18, 2010 08:00 ET

Networked Insights SocialSenseTV Report Provides Actionable Insights in Time for TV Upfronts

Demonstrates How Social Intelligence Provides Market Intelligence for Upfront Buying and Selling

MADISON, WI--(Marketwire - May 18, 2010) -  Networked Insights, the leading social media analytics company, today unveiled its Network Ratings report which reveals the top 20 television shows as ranked by viewer engagement, as well as the most popular networks and how branded content in shows gets viewer traction.

This report is the result of monitoring billions of interactions from millions of blogs, forums and other sources over a three-month period via the company's new SocialSenseTV listening platform, also announced today. SocialSenseTV is a new offering that provides an alternative to traditional ratings by analyzing social media conversations around TV. The metrics highlighted by Networked Insights in this report showcase a way to monetize the conversation that's created around high-engagement shows, which can inform more targeted buying and more effective selling.

At the core of this report is the SocialSenseTV Top 20 ratings formulated by analyzing conversation around Nielsen's top 75 shows for a given period to create a listing of the top shows as ranked by current social media buzz. The new metric creates a new order: more than half the shows in the SocialSenseTV Top 20 don't crack Nielsen's top 20 listing. Generally, shows that rank high in social media interest but comparatively low in Nielsen ratings provide tremendous value, because their ad inventory is likely less expensive. Once identified, a show with high social media engagement signals an opportunity to drill deeper -- SocialSenseTV can provide a nuanced understanding of the audience and conversation that goes beyond indices and rankings.

"Programming has changed significantly over the last 30 years and with it the way audience engagement is measured. This index -- and its additional assessments of online conversations -- provides a new level of understanding for media buyers and sellers when assessing the true value of a show in an increasingly social media savvy world," said Dan Neely, CEO of Networked Insights. "At the height of 'Seinfeld' and 'Friends,' audience engagement was measured by Friday morning water cooler chat. Today, much of the viewing, sharing and talking about TV is moving online, which means industry executives need to listen to the social conversation to understand why a show is popular, which shows are a good match for a brand and, ultimately, where to buy or sell TV inventory."

Given the intense online interest and fandom around "LOST," it's not surprising that the show ranked #1 in audience chatter; however, Nielsen ranks it at #10. Based on Networked Insights' data, the show averages a stunning 131.4 million interactions (posts and reads) per month. The #2 show on the SocialSenseTV Ratings (and #1 show ranked by Nielsen) -- "American Idol" -- averages 126.5 million interactions per month. But conversation is high throughout: the 20th ranked show on the list still averages over 320,000 interactions per month. (Note: The social media data collected for these ratings were posted between 2/1 and 4/25/2010. Nielsen ratings are for the same period, for the ages 18 to 64 demographic.)

SocialSenseTV - MAY 2010
SocialSenseTV
Top 20 Network Shows
Social Rank Nielsen Rank   Program Social Index
1 10   LOST 131.4
2 1   American Idol 126.5
3 4   Glee 60.5
4 44   The Simpsons 55.9
5 *   Heroes 55.1
6 3   Dancing with the Stars 51.4
7 20   House 51.1
8 24   CSI: Miami 48.5
9 *   Saturday Night Live 47.6
10 35   30 Rock 45.4
11 *   Cold Case 41
12 40   Family Guy 40.5
13 25   The Office 39.5
14 27   Bones 38.9
15 18   NCIS: Los Angeles 37.9
16 *   So You Think You Can Dance 35.2
17 *   Chuck 34.9
18 11   CSI 34.5
19 13   Survivor 34.4
20 *   How I Met Your Mother 32.2

** Source - Networked Insights: Measuring the Social Report

The full report can be downloaded at http://networkedinsights.com/socialsensetv/report/.

For additional insight into how social media conversation can inform media buying and selling, Networked Insights now offers customized reports featuring specialized research to address questions around specific shows, campaigns or product placement opportunities. The company's in-house analysts and extensive agency partnerships are available to provide information and insights that traditional research methods have yet to deliver to the television industry. For more information, please visit http://networkedinsights.com/socialsensetv/.

Networked Insights technology diagrams and photo of CEO Dan Neely are available at http://networkedinsights.com/news/media.

Follow Networked Insights on Twitter: http://twitter.com/netinsights.

About Networked Insights
Networked Insights fuels insights by evaluating, interpreting and discovering meaning from the millions of authentic conversations on the social web. SocialSense, the company's social media listening platform, analyzes the chatter from the individuals and sites that matter most to a brand -- sorting the important news from the trivial, thus helping advertisers and marketers make better strategic and tactical decisions. Unlike monitoring software, SocialSense shows its customers what's hot, what's new and what's changed -- without reading every post.

Founded in 2006, Networked Insights is a privately held company based in Madison, Wis., with offices in New York, Chicago, and San Francisco. More information about Networked Insights can be found at http://www.networkedinsights.com.

Contact Information

  • Media Contact:
    Andrea Ragni
    SHIFT Communications for Networked Insights
    Phone: 415-591-8478
    Email: Email Contact