Social & The Future of TV Variety TV Summit March 20, 2012
@christytanner Christy Tanner, EVP & GM TVGuide.com & TV Guide Mobile
Social has been key to the radical and successful transformation of our business
2
Social activity on TVGuide.com has exploded in the past year ...
and business is thriving as advertisers embrace Social TV
7mm check ins
80+ sponsors
Source: TVGuide.com Internal Reporting
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Social + Mobile is even more transformational
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Source: Flurry Analytics, & Google Analytics
HOW IS SOCIAL TRANSFORMING YOUR BUSINESS?
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71%
have seen social impressions about TV shows
6 Source: TVGuide.com Social Habits User Survey, February 2012; 3,041 Participants
Social outlets – and innovation – abound
7 Source: TVGuide.com Social Habits User Survey, February 2012; 3,041 Participants
Social is driving tune-in
17%
have started to watch a show because of a social impression
31%
have continued to watch a show because of a social impression
8 Source: TVGuide.com Social Habits User Survey, February 2012; 3,041 Participants
More people are watching more TV live because of social spoilers 2010
2012
9 Sources: TVGuide.com Social Habits User Survey, February 2012; 3,041 Participants; TVGuide.com Fall TV survey, August 2010, 2737 respondents
WHAT IS DRIVING SOCIAL INTERACTIONS?
10 Source: TVGuide.com Social Habits User Survey, February 2012; 3,041 Participants
“feeling connected”
11 Source: TVGuide.com Fall 2011 TV User Survey, August 2011; 3,045 Participants
“keeping my faves on the air”
12 Source: TVGuide.com Fall 2011 TV User Survey, August 2011; 3,045 Participants
“the „oh SHIT‟ moments”
13 Source: TVGuide.com Fall 2011 TV User Survey, August 2011; 3,045 Participants
BESIDES SOCIAL, WHAT IS DRIVING TUNE IN?
14 Source: TVGuide.com Social Habits User Survey, February 2012; 3,041 Participants
80% Advertising 46%
Word of mouth
16%
Stumbled on it by accident
15 Source: TVGuide.com Social Habits User Survey, February 2012; 3,041 Participants
BUT WAIT, THEREâ€&#x;S MORE! (and the audience wants it)
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Fans are watching more TV % who watch 30+ hours per week 20000
32%
18000
+14%
16000
14000
12000
10000
28%
8000
6000
4000
2000
0 2 2011
1 2010
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Source: TVGuide.com Fall 2011 TV User Survey, August 2011;
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… and they‟re watching more TV LIVE 93%
90%
2010
2011
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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55% watch TV online
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants; Photo from Modern Family by Richard Cartwright/ABC
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62% watch more online/streaming content than they did a year ago
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants: Photo from New Girl by Greg Gayne/FOX
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71% watch more time-shifted TV than they did a year ago
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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19% pay more for content
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
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ALL OF THESE WAYS TO WATCH ARE GREAT, BUT:
23 Source: TVGuide.com Social Habits User Survey, February 2012; 3,041 Participants
More options = chaos
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“It feels like work” “I don‟t want to miss anything”
85% want entertainment to be simple – again 25 Source: TV Guide TV Team Panel Survey, February 2011, 3,460 respondents
NATURALLY, WE HAVE A SOLUTION
26 Source: TVGuide.com Social Habits User Survey, February 2012; 3,041 Participants
TVGuide.comâ€&#x;s Watchlist is making entertainment simple – again
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WHAT DOES THE FUTURE LOOK LIKE FOR CONSUMERS?
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“It‟s better to be a TV fan now more than ever before”
52% 29
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
“This season is better than last year”
36% 30
Source: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants
Thank you @christytanner