Social Media Ratings

Does social media rating actually exist or it is just confused with participation in social media?

When the reception of a TV series premier in social media was compared with the results of the Nielsen rating system, it was obvious that the TV premiers whose results correlated in high  number of impressions and tweets will continue to be broadcasted and those who correlated in low results will not be broadcasted anymore.

TV Ratings Social Media RatingsInteresting cases were TV series where Nielsen results and Twitter results didn’t correlate. NBC’s Undercover had a significant number of  tweets, but fewer impressions. NBC cancelled the show after only a few broadcasts. On the other hand, Law And Order experiencenced an average number of tweets but it had high number of social impressions and continued to broadcast.

Television Networks Think There Is A Connection

People notice different ways television networks attract  viewers, and the way they approach TV shows. For example, usually the biggest highlights of any particular show is saved until close to the end of the show to keep the tension, but more recently showcased acts have been shown at the beginning of the show, such as the Lady Gaga opening of the VMA.

Radha Subramanyam, SVP of Consumer Insights and Analytics at Nielsen, confirms that there is a certain connection between social media and television, although it is unclear and scientifically unproven. He points out that the relationship between social media and television is complex and varies on the age, gender and type of content viewed.

Additionally, it is difficult to say where the change in TV rating is originating. It can be assumed that social media has had an impressive impact on the change, but nobody can still say how much, exactly. On the other hand, there is a very strong indication that TV competition shows get better ratings due to influence of social media.

One of the steps on the way to prove the connection is the Nielsen results of a recent study showing  a correlation between social media and ratings that becomes significant around the days of the première – 9% of buzz increase a few weeks before the premier of a show results in a 1% increase in ratings, and for midseason and finales a 14% buzz increase results in almost an equal increase in ratings.

Bluefin Innovation

The idea behind Bluefin was a machine that watches television, follows public conversation and interprets it in way relevant for making decisions. Blufin’s first product, Bluefin Signals, did exactly that. It provided people with confident analysis and the prediction of a social media reaction.

Since television was invented, people talk about it and connect over it. People like to share what they watch and experience. In this way individuals influence each other in a wide range. The Informational era eliminated a lot of boundaries between what was public and what was private. Bluefin closes the circle between people’s impressions of a show and their expressions about it – it tries to analyse and understand them, to see where they came from and where they are going. This is what makes Bluefin differentiate on the market.

Bluefin’s Summary Dashboard offers a comparison of television network trends for the 30 day period, but it can be adjusted to filter on different dates. It also has a data mining capacity – viewers can see word-by-word expressions with popular keyword’s tag cloud and have access to past conversations and connections to other shows. Audience Response feature allows users to analyse conversation, groups, shows and genres. Bluefin Signals can have a great use in marketing. Users can type the name of the brand to see in which shows it was mentioned.

Bluefin Signals also ”tags” users on their preferences and choices, for example someone can be tagged as a coffee drinker. These personalized approaches can also be viewed as an opportunity to explore ways to improve marketing methods and decisions, as well as making them  correspond more to users and their experiences.