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Social TV © Futurescape 2013 – www.futurescape.tv


Social TV (5th edition) “Futurescape's Social TV report is great, it allows us to understand how TV is today and how it will be in the near future.” Enrique Martin, EVP Global Product Development Director, Havas Media A social media revolution is sweeping through the global television industry. This report describes the emerging landscape of social media and television. How new key players, such as Twitter and Facebook, are entering and transforming the television industry. Creating the phenomenon of Social TV. Impacting broadcasting, advertising, pay-TV, video-on-demand, television transactions and TV industry business models.   

Viewers are now an engaged audience: they discuss, share and participate in TV shows via social media, second screens and smart TVs Facebook, Twitter and dozens of Social TV startups confront television worldwide with unprecedented opportunities and threats The result – Social TV radically affects the television industry, TV viewing and pay-TV, and presents unique opportunities for engaging viewers and creating new business models

Futurescape is at the forefront of Social TV analysis. Our Social TV strategy report provides unparalleled, comprehensive coverage of this dynamic and highly competitive market.

Key TV industry issues covered in the report      

Social TV opportunities, challenges and innovation Facebook, Twitter and the Social TV landscape Social TV strategies, monetisation, success and challenges Social TV – market data and resources Social TV startups and providers: company profiles Screenshots of Social TV services

Twitter and Facebook both claim to be broadcasters' ideal partners. Yet as they compete for $211 billion in global TV ad spend, how far do their interests match the television industry's? Broadcasters are developing Social TV integration to drive viewer tune-in and engagement, boosting live viewing and ad revenue. This means confronting Social TV’s challenges, particularly reaching mass audiences beyond the early adopters. Major advertisers want Social TV shows and interactive ad formats for innovative advertising. However, they also require Social TV providers to have scale. Who can supply it? Pay-TV operators envisage a Social TV model of subscribers recommending content to each other, boosting average revenue per user. How feasible is this? TV producers are creating new formats incorporating viewer participation, with live commenting, polls, voting and gaming. However, the full potential of social media and television is still untapped. Social TV startups are attracting millions of dollars of investment from media and tech giants such as BSkyB, Hearst, Time Warner and Google. How is this shaping the future of television? Social TV is moving fast and organisations must move rapidly to realise its potential and remain competitive. Understanding the Social TV market, identifying key trends and adapting digital strategies have never been more important. 284 pages of analysis, including profiles of 97 Social TV startup companies, plus 80 tables and figures. An appendix has 63 Social TV colour screenshots.

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Sample Page 7.1. The TV industry is investing in Social TV startups Both individual television companies and groups have opted to take stakes in Social TV startups. This gives them more control over how the startups operate within the television industry and enables both sides to co-operate more effectively in offering innovative Social TV services to viewers.

7.2. ConnecTV – US and global ambitions Social TV service ConnecTV launched in dozens of American local TV markets in June 2012, backed by a consortium of major TV broadcast groups. ConnecTV apps use automatic content recognition to identify what TV show a viewer is watching and then offer additional second screen content and social interaction. The platform integrates with Twitter and Facebook so users can connect with their friends and share moments from their favourite shows. It enables users to see which TV shows their friends are watching, invite them to a virtual viewing party and start a real-time chat. By January 2013, the company had rolled out AdSync, described as the US television industry’s firstever fully synchronized advertising network. This allows brands to sync a second screen experience with their TV spots via the ConnecTV platform. The same month, ConnecTV began signing up celebrities for regular chats with TV audiences while shows aired, to encourage viewer engagement with the shows (and ads) on both television and ConnecTV apps. This initiative began in November 2011, when 10 TV broadcast groups come together in a long-term partnership with ConnecTV, which was then a startup. The aim was to create a second screen social network for viewers of the broadcasters’ local TV stations, which cover 76m US households. Participating groups include: Barrington Broadcasting, Belo Corp, Cox Media, E W Scripps, Gannett Broadcasting, Hearst Television, Media General, Meredith Corp, Post-Newsweek Stations and Raycom Media. These TV groups together own 201 stations (ABC, CBS, FOX, NBC, CW and WB affiliates) in 45 of the top 50 TV markets. The broadcasters, some of which invested in ConnecTV, are integrating and synchronising their programming via its platform, and promote the service on-air and online. The partners are promoting ConnecTV itself, rather than apps that are specific to shows or channels. Their concern is that such specific apps will be of less interest to potential users. Broadcasters have their local advertising inventory within ConnecTV for programme promotions and to deliver campaigns via local ad sales teams. The service went live in June 2012, at first in top 40 markets, including 85 local ABC, CBS, CW, Fox, NBC and MyNetworkTV stations and by January 2013, had reached almost 250 US local TV stations. However, ConnecTV’s mission statement apparently points to a much wider scale of ambition in competing with all contenders in the global Social TV market. “ConnecTV is driven to be the most compelling consumer experience in Social Television – the dominant social network for TV viewers worldwide.”

7.3. Fox Broadcasting – stake in ACTV8 Fox Broadcasting has taken a stake in Social TV startup ACTV8 for an undisclosed amount. The company began launching apps for several Fox prime-time series, beginning with sit-com New Girl. ACTV8 also has a loyalty points system offering users real-time digital coupons.

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Detailed Contents 1. EXECUTIVE SUMMARY: SOCIAL TV OPPORTUNITIES, CHALLENGES AND INNOVATION Social TV and the digital battle for television’s social future 1.1. The rise of Social TV – opportunities and disruption 1.2. How Social TV transforms audience behaviour and lets viewers socialise digitally 1.3. Strong growth in Social TV participation 1.4. Soaring social comments and tweets for the 2013 Super Bowl and Oscars 1.5. 150m tweets for the London 2012 Olympics 1.6. Social TV growth for entertainment programming Will second screens or smart TV sets predominate for audience interactivity? 1.7. Smartphones and tablets enable viewers to participate 1.8. Making TV sets social: CE manufacturers and tech giants Google, Yahoo, Microsoft 1.9. Have second screens won in Social TV? 1.10. Pay-TV operators may control second screen Social TV 1.11. The contrarian view: smart TVs will take over Social TV, later The television industry confronts and embraces a new, social reality 1.12. Social TV is now commercially significant for the TV industry 1.13. Challenges for business models, and TV and advertising formats Facebook, Twitter, Social TV startups and TV companies fight to define TV’s future 1.14. Facebook and Twitter are both powerful partners and competitors for TV 1.15. Television supports the social networks’ growth 1.16. Social TV revenue opportunities: advertising, distribution, transactional, data 1.17. Has Twitter won for Social TV participation during live viewing? 1.18. Google as a rival to Facebook and Twitter 1.19. Social TV startups pioneer viewer participation 1.20. Next-generation Social TV startups threaten the early innovators 1.21. TV companies are investing in Social TV to position against Facebook and Twitter 1.22. More broadcasters want to curate Social TV on their own platforms How Social TV benefits and disrupts broadcasting and TV advertising 1.23. Boosting ad revenue from more live viewing and increased ratings 1.24. Building viewer engagement with TV programming and advertising 1.25. Social marketing of TV shows to acquire audiences 1.26. Social TV supports, but competes with, TV advertising 1.27. Facebook and Twitter fight for $211bn global TV ad spend 1.28. The social networks partner with broadcasters for joint ad sales Opportunities with new formats and social recommendation for TV shows 1.29. Creating transmedia and Social TV formats 1.30. Sports – an ideal match for Social TV 1.31. Facebook and Twitter will impact the $238bn global pay-TV market 1.32. Pay-TV operators: growing ARPU with social recommendation of content

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1.33. Middleware companies – integrating Facebook and Twitter Social TV critiques, challenges and global innovation 1.34. Critiques of Social TV 1.35. Challenges for Social TV 1.36. Can Social TV deliver scale? 1.37. Social TV – a global phenomenon 1.38. New frontiers in Social TV with voice and video chat 2. WHY AND HOW VIEWERS PARTICIPATE IN SOCAL TV

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2.1. BBC study – social media enables more online participation 2.2. American social media usage while viewing TV 2.3. Why US viewers participate in Social TV 2.4. Viacom research into US Social TV usage and motivations 2.5. How many American social media users actually talk about TV? 2.6. Why British viewers participate in Social TV 2.7. Why international viewers participate in Social TV 2.8. How many viewers want to influence the TV industry? 2.9. Which social media do Social TV participants use most? 2.10. Twitter ahead of Facebook, judged by Social TV activity 2.11. More Facebook than Twitter users follow TV shows 2.12. Facebook is the venue for more focussed discussions with friends 2.13. British women find TV shows via Facebook friends’ recommendations 3. THE EFFECTS OF SOCIAL TV ON TELEVISION VIEWING

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3.1. Social media shapes US TV show discovery, tune-in and enjoyment 3.2. UK viewers discover and share TV programming via Facebook and Twitter 3.3. Social impressions boost initial and continuing TV tune-in for US viewers 3.4. Social TV activity raises viewing of live TV in the USA 3.5. How social media influences British live TV viewing 3.6. What proportion of people discuss shows before, during and after viewing? 3.7. Patterns of participation on Twitter before, during and after a TV show 3.8. How much does social media affect TV viewing choices? 3.9. How showing social media icons on TV motivates people to participate in Social TV FACEBOOK, TWITTER AND THE SOCIAL TV LANDSCAPE

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4. FACEBOOK VS TWITTER – MAJOR FORCES AND COMPETITORS IN TELEVISION

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4.1. The social networks have user numbers equal to top TV audiences 4.2. Global reach: Facebook has 1.06bn monthly active users 4.3. Facebook is the dominant social network in the majority of countries 4.4. Twitter has 200m monthly active users worldwide 4.5. Facebook’s and Twitter’s US users compared with TV audience size

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4.6. Facebook’s and Twitter’s penetration of major international TV markets 4.7. How do social networks disrupt and innovate in television? 4.8. How Facebook and Twitter impact the entire TV value chain 4.9. Facebook and Twitter are battling over the future of television 4.10. Providing conversation about and social interaction with television 4.11. Has Twitter won for enabling live Social TV conversation? 4.12. Facebook is more influential than Twitter in boosting tune-in for shows 4.13. Social networks can influence viewers choosing what to watch 4.14. Transforming EPGs into social EPGs 4.15. Twitter – real-time conversations, a living EPG and audience data 4.16. Facebook – social media integration for VOD and set-top box middleware 4.17. Facebook and Twitter on TV sets, EPGs and second screens 4.18. The social networks are competing for $211bn global TV ad spend 4.19. Both social networks are experimenting with TV ad sales partnerships 4.20. Facebook and Twitter compete in second screen and smart TV advertising 4.21. Supplying social data to the TV industry 4.22. Competing via functionality and developer communities 4.23. Voting on TV talent shows and other television transactions 4.24. Twitter and Facebook are increasingly competing with Social TV startups 5. FACEBOOK

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5.1. Social TV SWOT analysis 5.1.1. Strengths 5.1.2. Weaknesses 5.1.3. Opportunities 5.1.4. Threats 5.2. Facebook’s changing strategy for TV – from disruption to partnerships 5.3. In 2013, Facebook confronts Twitter more aggressively over Social TV 5.4. The Watching action lets Facebook users share their viewing in real time – like on Twitter 5.5. The strategic significance of Watching 5.6. The 2012 strategy to position Facebook as television’s 24/7 partner 5.7. Facebook’s promotional effectiveness for Dallas 5.8. The 2011 media strategy – no longer disrupting TV, but partnering with it 5.8.1. Mark Zuckerberg: Facebook will disrupt the entertainment industry 5.8.2. Facebook CTO: Facebook will disrupt the media sector 5.8.3. Zuckerberg’s positive spin on disruption 5.8.4. Zuckerberg: Facebook building a “partnership company,” but still disruptive 5.9. Facebook’s partnership pitch to the television industry 5.10. TV industry partners 5.11. Challenging TV advertising 5.12. Facebook is launching video advertising in news feeds 5.13. COO Sheryl Sandberg: Facebook advertising is comparable with television

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5.14. Brand advertising is effective says Facebook 5.14.1. Research shows Facebook is well-suited for brand building 5.14.2. Global brewer AB InBev shifts ad spend into Facebook from TV 5.14.3. UK marketers believe Facebook is right for brand building 5.14.4. Facebook has succeeded in taking ad spend from UK TV 5.14.5. Brands can run TV commercials within Facebook 5.15. Supporting television and TV advertising 5.15.1. Supporting broadcasters’ tune-in, ratings, viewer engagement 5.15.2. Global social marketing for new TV shows 5.15.3. Graph Search – useful for marketing TV shows? 5.15.4. Facebook’s effectiveness in marketing a TV station 5.15.5. Enhancing TV commercials 5.15.6. Facebook’s partnership with TBS on cross-platform ad sales 5.16. A key player in new forms of second screen and smart TV advertising 5.17. TV revenue opportunities via transactions and subscriptions 5.17.1. Transactional revenue is significant for Facebook’s revenue growth 5.17.2. Facebook Credits replaced by local currency payments 5.17.3. Distributing live sports channels via Facebook 5.17.4. Distributing premium video-on-demand via Facebook 5.17.5. Advertising VOD content with Facebook ads 5.17.6. TV game shows and gaming 5.17.7. Viewer voting on TV shows 5.18. Facebook’s roles in global pay-TV 5.18.1. Social recommendation to boost pay-TV ARPU 5.18.2. Middleware and EPG integration 5.18.3. Facebook – the potential partner for better TV Everywhere 5.19. Positioning itself for a VOD future? 5.19.1. Facebook is the second-biggest Web site for watching video 5.19.2. Netflix and Hulu viewing and social sharing available via Facebook 5.19.3. International content owner deals 5.19.4. Facebook distribution for reality TV series A Chance to Dance 5.19.5. HBO UK: assisting content owners realise the value of back catalogue content 5.19.6. Facebook may not yet be a destination for premium video viewing 5.19.7. Is Facebook becoming a digital content gatekeeper? 5.19.8. Or will content owners bypass Facebook distribution with their own apps? 5.20. Facilitating innovative Social TV formats 5.21. Backing content owners to develop apps 5.22. Facebook’s TV data positions it strongly for Social TV analytics 6. TWITTER

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6.1. Social TV SWOT analysis 6.1.1. Strengths 6.1.2. Weaknesses 6.1.3. Opportunities 6.1.4. Threats 6.2. Twitter’s TV strategy – from educating TV in 2009 to investing in Social TV in 2013 6.3. A major ad deal with Starcom MediaVest Group as a “bridge” to TV 6.4. Partnerships to integrate and distribute TV clips 6.5. Monetising TV clips

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6.6. Twitter CEO Dick Costolo: being the second screen is Twitter’s future 6.7. Twitter UK executives on Twitter’s “phenomenal” relationship with television 6.8. Investing in the TV strategy – buying Social TV analytics provider Bluefin Labs 6.9. Nielsen and Twitter launching joint Nielsen Twitter TV Rating 6.10. Improvements to Twitter search, expanded tweets and the benefits for television 6.11. Recruiting executives dedicated to liaising with the TV industry 6.12. Is Twitter becoming more like a media company? 6.13. Original TV shows for Twitter? 6.14. Twitter’s partnership with ESPN on cross-platform ad sales 6.15. Twitter aims to build scale with its own TV ad campaign 6.16. Sponsored products created from tweets 6.17. Promoted Tweets – bound for smart TVs? 7. TV COMPANIES POSITIONING AGAINST FACEBOOK AND TWITTER

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7.1. The TV industry is investing in Social TV startups 7.2. ConnecTV – US and global ambitions 7.3. Fox Broadcasting – stake in ACTV8 7.4. Turner Broadcasting – incubating tech startups 7.5. GetGlue – multiple TV industry partners 7.6. Platform operators partnering with startups 7.7. Many broadcasters aim to curate and “own” Social TV content and interaction 7.8. CBS Connect 7.9. Discovery Communications 7.10. Oxygen Connect 7.11. USA Network Character Chatter 7.12. Channel 4 – removing Facebook integration 8. SOCIAL TV AND OTHER SOCIAL NETWORKS

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8.1. Google+ 8.2. Pinterest 8.3. Skype 8.4. Tumblr SOCIAL TV STRATEGIES, MONETISATION, SUCCESS AND CHALLENGES

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9. BROADCASTERS: SOCIAL MARKETING OF TV SHOWS AND CHANNELS

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9.1. A&E – building audience for the third season of reality series Duck Dynasty 9.2. BET – building an audience and engagement to relaunch a TV show 9.3. CBS – Fall Previews Hub and social contests 9.4. Fox – advance screenings and live chat via Facebook and Twitter 9.5. HBO UK – promoting shows with personalised recommendations via Facebook 9.6. MTV UK – acquiring and identifying fans via social networks

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9.7. MTV – transforming viewers into fans 9.8. MTV Media Finland – relaunching women’s channel Ava as a Social TV channel 9.9. TVNZ – using Facebook to build audience and engagement for a TV channel launch 10. BROADCASTERS: INTEGRATING SOCIAL TV

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10.1. AMC’s Breaking Bad – live viewing interactivity for a drama 10.2. Discovery Networks International – viewer engagement via Facebook and YouTube 10.3. Fox – dual strategy of broadcaster app and syndicating content to third-party apps 10.4. HBO Connect – broadcaster-branded social activity and using new social networks 10.5. M6 France – broadcaster app and audience sharing their viewing via Facebook 10.6. NBCU, HBO, Viacom and Cinemax – partnering with Social TV startup Zeebox 10.7. Showtime Sync – iPad app for live social viewing 10.8. Showtime – engaging with time-shifting viewers 10.9. Telemundo’s Secreteando – social novela 10.10. Univision – social comments integrated with catch-up viewing 11. BROADCASTERS: BOOSTING TV RATINGS AND LIVE VIEWING 11.1. Why broadcasters need Social TV 11.2. Broadcaster support for Social TV 11.3. Twitter’s analysis of British Social TV engagement 11.4. Integrating Twitter with live event TV shows to drive viewing 11.5. Broadcasters partnering with Facebook 11.6. Broadcasters engaging with audiences via social networks – a Faustian pact? 11.7. Why are broadcasters sharing their audiences with social networks? 11.8. The significance of tools that integrate social networks into TV Web sites 11.9. Pros and cons for broadcasters in implementing Facebook and Twitter logins 11.10. Facebook – a dominant identity provider 11.11. Internet users prefer to access sites with their Facebook identities 11.12. Do Facebook and Twitter on smart TVs lock in TV show promotion and interaction? 11.13. A social EPG requires broadcasters to be socially visible 11.14. Do broadcasters creating branded apps need to partner with Facebook and Twitter? 11.15. Do commercial broadcasters face losing ad spend via second screens? 11.16. Sports programming drives major Social TV engagement 11.17. Channel 4 – scheduling catch-up channel 4seven from online buzz 11.18. USA Network – Psych Facebook game correlates with higher ratings 11.19. USA Network – Social TV campaigns for six series 11.20. Starz – Spartacus Facebook game recommissioned 11.21. TV drama can engage viewers with fictional characters 11.22. Engagement via playing along with a TV game show 11.23. Engagement measured by click-through rates from second screens 11.24. Broadcasters can add value to their tweets via curation

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12. BROADCASTERS: SPONSORSHIP AND WEB AD REVENUE FROM SOCIAL TV

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12.1. How broadcasters can gain revenue from Social TV 12.2. Does Social TV represent a new ad revenue stream? 12.3. Social TV sponsorship 12.4. Bravo – polls offer Social TV sponsorship opportunities 12.5. Glee – Social TV matches campaigns focused on family and community values 12.6. USA Network – Social TV initiatives that emphasise Lexus brand attributes 12.7. Boosting Web advertising revenue 12.8. CBS – increased Web ad revenue from social activity 12.9. Discovery Communications – driving traffic to Web sites for online advertising 12.10. Facebook says it drives traffic to broadcaster and content owner Web sites 12.11. TVGuide.com – increased Web site ad revenue from Social TV integration 12.12. Weather.com – Twitter Web site integration boosts time spent on site 13. TRANSACTIONAL REVENUE AND TELEVISION COMMERCE

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13.1. NBCU, Zeebox and American Express link Social TV directly with purchasing 13.2. Other Social TV merchandise initiatives – HBO, Shazam and eBay 13.3. Paid and sponsored voting via Facebook 13.4. Channel 5 (UK) and Big Brother – Facebook paid voting 13.5. Britain’s Got Talent – free and paid voting via apps 13.6. TV3 Sweden and True Talent – free Facebook voting and sponsorship 13.7. The Voice (USA) – Facebook Timeline voting app 13.8. Apps extending TV formats 13.9. Freemium model for The Voice karaoke app 13.10. The Walking Dead: Assault game – paid apps and in-app purchases 13.11. Facebook gaming revenue 13.12. FremantleMedia’s Scoreboard – Web TV show with pay-to-play Facebook game 13.13. BBC Worldwide and Stardoll – subscription-based community for Strictly Come Dancing 13.14. Motorola Mobility offers a social, virtual currency for pay-TV operators 13.15. Revenue opportunities via smart TV apps 14. ADVERTISERS: VIEWER ENGAGEMENT WITH ADVERTISING 14.1. Advertisers and agencies confront a social context for TV commercials 14.2. Social TV presents fresh advertising opportunities 14.3. Social TV data can assist planning and buying 14.4. Social TV must deliver scale to attract advertisers 14.5. UK advertisers sceptical about second screen advertising 14.6. Twitter claims that it raises intent to purchase for brands sponsoring TV shows 14.7. Twitter’s recommendations for using it with TV advertising 14.8. Co-ordinating TV commercials and Facebook ads 14.9. Using Facebook Likes to influence TV commercials' creative

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14.10. Advertising opportunities offered by Social TV startups 14.11. Synchronising Social TV activity with TV commercials 14.12. In-app advertising synced with TV commercials 14.13. In-app advertising instead of TV commercials? 14.14. Facebook and Twitter ads and brand messaging on smart TVs 14.15. Socially-targeted, multimedia advertising on smart TVs 14.16. Will Facebook video ads on smart TVs bypass broadcasters? 15. SOCIAL TV AD CAMPAIGNS 15.1. Advertisers running Social TV ad campaigns in the Super Bowl (2011-13) 15.2. Audi – Twitter hashtags (2011-2013) 15.3. Budweiser – name a horse via social media (2013) 15.4. Coca-Cola – Polar Bowl (2012) 15.5. Coca-Cola – Mirage and a new strategy (2013) 15.6. Doritos – Crash the Super Bowl, with Facebook voting (2013) 15.7. Lincoln – Jimmy Fallon and Twitter engagement (2013) 15.8. Pepsi – GetGlue check-ins (2012) 15.9. Pepsi – crowdsourced TV commercial and GetGlue (2013) 15.10. Shazam – interactive ads with multiple brand partners (2013) 15.11. Toyota – fans contributing photos for Super Bowl ad (2013) 15.12. The social reaction to 2013 Super Bowl commercials 15.13. The social reaction to 2012 Super Bowl commercials 15.14. Social media criteria for evaluating effectiveness of 2013 Super Bowl commercials 15.15. Effectiveness rated by volume of social media comments 15.16. Effectiveness rated by social media sentiment 15.17. Comparing social media sentiment with commercials’ likability 15.18. Evaluating commercials by viewers’ use of Twitter hashtags 15.19. Evaluating commercials by growth in Facebook fans and Twitter followers 15.20. Super Bowl advertisers’ ROI, calculated by Twitter followers and tweets 15.21. Trends in Super Bowl Social TV advertising (2012-13) 15.22. Further innovation in Social TV advertising 15.23. Kraft Foods’ Velveeta – a fictional character from TV ads talks on Twitter 15.24. Kraft Foods’ Miracle Whip – Viggle interaction during the Oscars 15.25. Mercedes-Benz – viewers influence a TV commercial via Twitter 15.26. Pepsi – social-viewing platforms 15.27. Prometheus movie – putting viewers’ tweets into a TV commercial 15.28. Red Bull – offering viewers additional content via Shazam 15.29. Rimmel – sponsored Tap to Clap app for The X Factor UK 15.30. VW Golf – interactive ad campaign in The X Factor UK

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16. PRODUCERS AND CONTENT OWNERS: NEW FORMATS AND ENHANCING SHOWS

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16.1. Social media lets producers innovate cutting-edge formats and engage viewers directly 16.2. Twitter and Facebook real-time data can enhance shows and inform format changes 16.3. Incorporating Social TV into multiple TV genres and formats 16.4. Which genres are best suited to Twitter and Facebook? 16.5. American Idol – Twitter polls show viewers’ opinions on-screen 16.6. Big Brother USA – influencing the show’s narrative via a Twitter poll 16.7. Holland’s Got Talent – extending the format with a social contest 16.8. Lifetime's Project Runway – extensive and sponsored social media integration 16.9. MTV’s O Music Awards – reinventing the awards genre 16.10. MTV’s Teen Wolf: The Hunt – deepening engagement with the fiction 16.11. Pretty Little Liars – integrating fictional characters with Web series and social media 16.12. Syfy’s Haven – extending the drama via Twitter 16.13. The Talking Dead and Vampire Diaries Rehash – spin-off Social TV formats 16.14. TF1’s Danse Avec Les Stars – incorporating viewers’ social comments 16.15. TV3 Sweden – using data in the production process 16.16. Warner Bros’ Aim High – including Facebook users in the show 16.17. Endemol – integrating TV game shows with social networks 16.18. Facebook for distribution 16.19. Restructuring production for Social TV 17. MEASURING SUCCESS: SOCIAL TV ANALYTICS 17.1. What is the commercial benefit of Social TV analytics? 17.2. Companies analysing Social TV data 17.2.1. Bluefin Labs (Twitter) 17.2.2. General Sentiment and The Q Scores Company 17.2.3. Networked Insights – SocialSenseTV 17.2.4. Nielsen and NM Incite 17.2.5. Optimedia – Content Power Ratings 17.2.6. SecondSync 17.2.7. Seevibes 17.2.8. SocialGuide (NM Incite) 17.2.9. StatsForce 17.2.10. Trendrr 17.3. Does social media buzz correlate to ratings? Contradictory research 17.4. Nielsen SocialGuide – increases in Twitter volume correlate to increases in TV ratings 17.5. Nielsen / NM Incite – social media buzz correlates to ratings 17.6. GetGlue CEO – findings show social activity can be monetised 17.7. Nielsen / NM Incite – more on Twitter buzz correlating to ratings 17.8. Optimedia US – social media buzz fails to predict audience size for new TV shows 17.9. Responses to the Optimedia US study 17.10. TVGuide.com – contradictory indications about social media activity and ratings 17.11. Analytics needs more Facebook data

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17.12. The challenge of measuring “dark social” data 18. PAY-TV OPERATORS: VIDEO CHAT, SOCIAL RECOMMENDATION AND DISCOVERY

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18.1. Platform operators, middleware providers and Social TV 18.2. The threat of disintermediation by smart TVs 18.3. Pay-TV operators may have the upper hand in Social TV 18.4. Platform operators innovate Social TV with video and voice chat 18.5. Platform operators offer better-integrated Social TV apps 18.6. Comcast is deploying the X1 system, with extensive Facebook integration 18.7. Comcast patent to reward subscribers for social recommendation of content 18.8. Cox Communications TV Lounge IPG to integrate Social TV recommendations 18.9. Time Warner Cable’s Social One app aggregates social media 18.10. UPC Netherlands launches TV Buzz 18.11. Other platform operators partner with Social TV startups, Facebook and Twitter 18.12. How social activity via TV benefits the platform operator business model 18.13. Social sharing and freemium distribution boost revenues – the Spotify Facebook model 18.14. Massive content choice on pay-TV platforms requires a new kind of EPG 18.15. Social discovery and recommendation – the key to finding content 18.16. Viewers around the world recommend and discover TV shows via social networks 18.17. Facebook and Twitter will impact the $238bn global pay-TV market 18.18. Facebook and Twitter data can power social EPGs 18.19. Should platform operators rely on Facebook and Twitter data? 18.20. Consumers’ Facebook photo sharing on Verizon FiOS 18.21. Pay-TV operators “must learn” to share control with social networks 18.22. Next-generation socially integrated middleware 18.23. TV apps arms race – platform operators vs CE manufacturers 19. CE MANUFACTURERS: SOCIAL FEATURES FOR SMART TVS

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19.1. TV manufacturers and Social TV 19.2. A long-term advantage for smart TVs? 19.3. CE manufacturers offering Social TV on multiple devices 19.4. Social media as a sales point in marketing smart TVs 19.5. Contradictory research on whether consumers want or use social apps in TV sets 19.6. Social TV integration continues – Samsung and Panasonic 19.7. Sony integrates social networks more deeply into its entertainment devices 19.8. Facebook and Twitter in smart TVs – a new era of Social TV? 19.9. YouTube Leanback and Facebook integration 20. SOCIAL TV STARTUPS 20.1. Overview 20.2. Rival models for viewer engagement

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20.3. Competing with Twitter via better forms of viewer interaction 20.4. Maintaining good relationships with the TV industry 20.5. Investment from major media and tech companies 20.6. Challenges for startups 20.6.1. An urgent need to progress beyond the check-in 20.6.2. Acquiring scale – a critical mass of users 20.6.3. Establishing advertising pricing for Social TV 20.6.4. Competing against smart TV apps and TV Everywhere 21. CRITIQUES OF SOCIAL TV

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21.1. Social TV fails to enhance viewing 21.2. Twitter is too small and its users do not engage enough with TV 21.3. Social TV fails to influence ratings and is irrelevant to advertisers 21.4. Social TV startups have not yet demonstrated sufficient value to viewers 21.5. The counter-critique: Social TV startups are too focused on one function 21.6. Other responses 21.7. Almost all TV viewing is not simultaneous with social media use 22. CHALLENGES AND DOWNSIDES FOR SOCIAL TV

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22.1. How much can the TV industry rely on social networks? 22.2. Can the television industry work out how to engage with Social TV? 22.3. Broadcasters must do more to engage viewers socially 22.4. Is there too much emphasis in Social TV on Twitter-style real-time interaction? 22.5. Are Social TV opportunities limited for drama? 22.6. Social media users do not want “frictionless sharing” of what they are watching 22.7. Are there limits to social discovery for video content? 22.8. Caution needed over users’ reactions 22.9. Are heavy social media users poor sales prospects? 22.10. Budgeting to reward Facebook users 22.11. Privacy: not all Facebook users are willing to share their interests 22.12. Too many Social TV apps? 23. WORLDWIDE INNOVATION IN SOCIAL TV

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SOCIAL TV – MARKET DATA AND RESOURCES

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24. SOCIAL TV ACTIVITY ON SECOND SCREENS

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24.1. The smartphone and tablet boom facilitates Social TV 24.2. 55% of online West Europeans will own tablets by 2017 24.3. Widespread international Social TV activity 24.4. “Social TV is exploding” – international research on Social TV activity 24.5. International variations in social media use while watching TV 24.6. How often consumers use second screens while viewing TV – USA, UK, Germany, Italy

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24.7. US Social TV activity via mobiles 24.8. US Social TV activity via mobiles and tablets 24.9. US second screen usage 24.10. US Social TV activity via tablets 24.11. US tablet and TV multitasking 24.12. US smartphone, tablet and PC use while viewing TV 24.13. UK Social TV and second screen activity 24.14 UK second screen usage and “chatterboxing” 24.15. UK second screen usage 24.16. Tablet and mobile usage overlaps with TV prime time 24.17. Tablet owners are social networking while viewing TV 24.18. US social media activity significantly overlaps with prime-time TV viewing 24.19. Tablets are mini smart TVs and Social TVs 24.20. Second screen Social TV opportunities 24.21. Challenges for second screen engagement 24.22. Syncing apps with TV content and automatic content recognition (ACR) 25. THE CONNECTED AND SMART TV MARKET: DATA AND PREDICTIONS

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25.1. How many Americans have connected their TV set to the Internet? 25.2. 38% of US households have a TV connected to the Internet 25.3. Varying estimates for what proportion of Internet-ready devices are actually connected 25.4. Connected and smart TV sales, shipments, penetration – analysts’ forecasts 26. KEY PLAYERS AND PARTNERSHIPS IN SOCIAL TV 26.1. How Google TV, Yahoo and Microsoft compete in the connected TV market 26.2. Google TV 26.2.1. Google supports original content production for YouTube 26.2.2. Google TV, Google+ and Social TV 26.2.3. Is social recommendation and discovery better than search? 26.2.4. The Twitter app for Google TV 26.2.5. The Social GTV app – overlaying Twitter on live TV 26.2.6. Does Google hold a key patent for Social TV? 26.3. The Yahoo Connected TV app platform and partners 26.3.1. The platform’s development 26.3.2. IntoNow and automatic content recognition for Social TV 26.3.3. Developer partnerships 26.4. Microsoft embedded software for IPTV 26.5. How Facebook and Twitter apps reach TV via Google, Yahoo and Microsoft middleware 26.6. CE manufacturers offering Facebook and Twitter apps 26.6.1. Apple 26.6.2. Haier 26.6.3. Hisense 26.6.4. Lenovo 26.6.5. LG Electronics

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26.6.6. Mitsubishi 26.6.7. Panasonic 26.6.8. Philips 26.6.9. Samsung 26.6.10. Sanyo 26.6.11. Sharp 26.6.12. Sony 26.6.13. Toshiba 26.6.14. Vestel 26.6.15. Vizio 26.6.16. The Smart TV Alliance 26.7. Middleware providers offering social media integration 26.7.1. Accedo 26.7.2. Alticast 26.7.3. Cisco 26.7.4. Ensequence 26.7.5. Irdeto 26.7.6. Jinni 26.7.7. KIT digital 26.7.8. Motorola Mobility: SocialTV Companion Service 26.7.9. Nagra (Kudelski Group) 26.7.10. NDS 26.7.11. NetGem 26.7.12. Opera 26.7.13. Pace 26.7.14. Red Bee Media 26.7.15. Rovi (Macrovision) 26.7.16. TiVo 26.7.17. TV Genius 26.7.18. Visiware 26.8. US platform operators implementing Social TV 26.8.1. Cable: Comcast and Cox Communications 26.8.2. Satellite: DirecTV and Dish Network 26.8.3. IPTV: AT&T U-Verse and Verizon FiOS TV 26.9. UK platform operators implementing Social TV 26.9.1. Cable: Virgin Media 26.9.2. Satellite: BSkyB 26.9.3. IPTV: BT Vision 26.10. International platform operators implementing Social TV 26.10.1. HbbTV in Europe 26.10.2. Liberty Global cable systems in Europe, Chile and Australia 26.10.3. Portugal Telecom – Meo IPTV 26.10.4. Portuguese pay-TV operator ZON TVCabo 26.10.5. Indian cable operators 26.11. Internet TV set-top boxes integrating Facebook and Twitter 26.11.1. Boxee 26.11.2. Intel 26.11.3. Roku 26.11.4. TiVo 26.12. Game consoles integrating Facebook and Twitter 26.12.1. Microsoft Xbox Live 26.12.2. Nintendo Wii U 26.12.3. Sony PS3

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27. SOCIAL TV STARTUPS AND PROVIDERS: COMPANY PROFILES 27.1. ACTV8.ME 27.2. Amplyfy Me 27.3. Aereo 27.4. Arktan 27.5. BeeTV 27.6. Beyond TV 27.7. Bluefin Labs (Twitter) 27.8. Buddy TV 27.9. Chatterbox 27.10. ClipSync 27.11. Comenta.TV 27.12. Connected Sports Ventures 27.13. ConnecTV 27.14. Couchfunk 27.15. CoveritLive 27.16. Dijit 27.17. Ensequence 27.18. Evomote 27.19. Ex Machina 27.20. Fanatix 27.21. Fanhattan 27.22. FANS.tv 27.23. Fanvibe 27.24. Fav.tv (TVGuide.com) 27.25. Filmwords 27.26. Flingo 27.27. Floats 27.28. GetGlue 27.29. Gracenote 27.30. GREE TV / tuneTV 27.31. HotPotato (Facebook) 27.32. iBubblr 27.33. iDubba 27.34. IntoNow (Yahoo) 27.35. iPowow.com 27.36. i.TV 27.37. Kandian 27.38. KienVe 27.39. Kwarter

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27.40. Leanin 27.41. Loyalize (Viggle) 27.42. Matcha 27.43. Miso (Dijit) 27.44. Mobovivo 27.45. Networked Insights / SocialSenseTV 27.46. Numote 27.47. OneTwoSee 27.48. Peel 27.49. Philo 27.50. Rabbit 27.51. Screach 27.52. SecondScreen Networks 27.53. SecondSync 27.54. Seevibes 27.55. Shazam 27.56. Sidecastr 27.57. SnappyTV 27.58. SocialGuide (Nielsen) 27.59. SocialSamba 27.60. Sofanatics 27.61. SportStream 27.62. SportsYapper 27.63. Squawka 27.64. Starling 27.65. StatsForce 27.66. Stevie 27.67. Teleglu 27.68. Tellybug / Live Talkback 27.69. theChanner 27.70. Thuuz 27.71. TOK.tv 27.72. Tomorrowish 27.73. trakt 27.74. Trendrr (Wiredset) 27.75. Tuilux 27.76. TunedIn (Axel Springer) 27.77. TVDinner 27.78. TVplus 27.79. TVsync

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27.80. TvTak 27.81. Tweek.tv 27.82. tweetTV 27.83. TweetYourTV 27.84. Twelevision 27.85. Umami 27.86. VideoLive 27.87. Viggle / Function(x) 27.88. Watchitoo 27.89. WeiShiTong 27.90. What’s-On-India 27.91. WhoSay 27.92. WiO 27.93. wywy 27.94. Yap.TV 27.95. Yidio 27.96. Zapitano 27.97. Zeebox 28. SOCIAL TV SERVICES FROM MEDIA COMPANIES

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28.1. CBS Interactive: TV.com 28.2. Comcast: Tunerfish 28.3. Entertainment Weekly: Viewer social viewing platform 28.4. Lions Gate: TVGuide.com Social Power Rankings 28.5. Orange (France Telecom): TVcheck and RendezVousTV 29. SOCIAL TV NETWORKS

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29.1. MyTV 29.2. Purity.TV 29.3. SOI 29.4. VidBlogger Nation 29.5. Youtoo 30. SCREENSHOTS

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Screenshots Screenshot 1: ConnecTV – what’s trending and integrated chat Screenshot 2: GetGlue on iPad Screenshot 3: GetGlue – checking-in to a show and Social TV feed of friends’ activities Screenshot 4: Loyalize – featured TV shows on iPad Screenshot 5: Loyalize – Mood-O-Meter on iPad, note Twitter integration, right Screenshot 6: Shazam – tagging a TV show and friends’ activity Screenshot 7: TvTak – taking photo of TV screen to identify commercial Screenshot 8: TvTak – comment on TV commercial, with Facebook and Twitter integration Screenshot 9: Viggle – collecting loyalty points for viewing a TV show, redeeming points Screenshot 10: Yahoo IntoNow – Capit screenshots of TV show with viewers’ captions Screenshot 11: Zeebox iPad app for The Voice – tweets centre, zeetags right and “buy songs” Screenshot 12: American Idol iPad app – Twitter integration into a judge’s profile page Screenshot 13: American Idol iPad app – Join the Conversation, post to Facebook and Twitter Screenshot 14: Social distribution for BBC’s Doctor Who, as Facebook fan shares YouTube trailer Screenshot 15: BBC iPlayer – note recommendation function on left Screenshot 16: BBC iPlayer – recommendations integrated with Facebook and Twitter Screenshot 17: BET’s 106 & Park – broadcaster integrates Twitter hashtags on-air Screenshot 18: CNN Facebook social plugin, showing users their friends are sharing CNN stories Screenshot 19: Desperate Housewives Facebook page cross-promotes Jamie’s Food Revolution Screenshot 20: Desperate Housewives Facebook page – store tab Screenshot 21: ITV invites users to rate and recommend shows for Facebook friends to discover Screenshot 22: From the ITV site, sharing a rating to Facebook friends Screenshot 23: ITV News integrates Facebook Live Stream for viewer chat in Leaders’ Debate Screenshot 24: Jump-in second screen app, incorporating Twitter and Facebook Screenshot 25: Creative use of Social TV data – MTV visualizes tweets during Movie Awards Screenshot 26: NBC site – login with Facebook (top right), become Jay Leno Facebook fan (left) Screenshot 27: 30 Rock Facebook page – news feed tells fans about NBC.com catchup viewing Screenshot 28: Showtime Sync iPad app – encouraging live chat during viewing Screenshot 29: Sky News Facebook Live Stream for viewer chat in Leaders’ Debate Screenshot 30: Univision – integrating social comments into catch-up video player (right column) Screenshot 31: Adidas World Cup HD video ad on Facebook, with Like buttons Screenshot 32: Twitter’s Promoted Tweet adverts for Starbucks and Toy Story 3 in search results Screenshot 33: AT&T U-verse – Facebook integration with live TV Screenshot 34: Dish Explorer iPad app incorporating Twitter Screenshot 35: Verizon Facebook widget – navigation Screenshot 36: Verizon Facebook widget – starting status update Screenshot 37: Verizon Facebook widget – status update text entry Screenshot 38: Verizon Facebook widget – finished status update Screenshot 39: Verizon Twitter widget – navigation Screenshot 40: Verizon Twitter widget – logging in Screenshot 41: Verizon Twitter widget – send Tweet Screenshot 42: Verizon Twitter widget – choose to Tweet on current TV show or new topic Screenshot 43: Verizon Twitter widget – writing Tweet Screenshot 44: Nintendo Wii U – social interaction during a football game Screenshot 45: Nintendo Wii U – tweet overlaid on football game Screenshot 46: Xbox – Stevie Social TV, with content from user’s social media Screenshot 47: LG set – Skype app and contacts list Screenshot 48: Panasonic Viera Connect TV – apps store with social networking Screenshot 49: Panasonic Viera Connect TV – Twitter integrated with live TV Screenshot 50: Samsung Smart Hub TV app store Screenshot 51: Sony Bravia – Facebook integrated with live TV viewing Screenshot 52: Vizio TV with Facebook app Screenshot 53: Vizio TV – Twitter app and app selection interface Screenshot 54: Vudu movies app – viewers can share movie ratings via Facebook and Twitter Screenshot 55: Vudu movies app – posting a movie rating to viewer’s Facebook profile Screenshot 56: Vudu apps store – interface Screenshot 57: Vudu Facebook app – Facebook status update, below video Screenshot 58: Yahoo Connected TV – widgets in dock at bottom of TV screen

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Screenshot 59: Yahoo Connected TV – interface for viewer to access Flickr functions Screenshot 60: Yahoo Connected TV – thumbnails from set of Flickr photos Screenshot 61: Yahoo Connected TV – full screen view of Flickr photos in slideshow display Screenshot 62: Yahoo Connected TV – Facebook in widgets dock Screenshot 63: Yahoo Connected TV – tablet app, with Facebook and Twitter

Tables Table 1: Annual growth for social media comments about the Super Bowl, 2011-13 Table 2: Annual growth rates for social media comments for TV season finales (2011-12) Table 3: Frequency of participation by American Social TV users, mid-2012 Table 4: UK viewers’ motivations for using social media during TV viewing. Table 5: Methods for engaging in Social TV via Facebook, Twitter and other services Table 6: Social activity by social media platform for US broadcast TV Table 7: Social activity by social media platform for US cable TV Table 8: 18-24 year-olds using social networks to find something to watch Table 9: How do social impressions influence people to start watching a TV show? Table 10: How do social impressions influence people to keep watching a TV show? Table 11: More active Social TV participants watch more live TV Table 12: When do Social TV participants talk about their favourite shows on social networks? Table 13: Why consumers interact with social media after seeing a social media icon on TV Table 14: Facebook and Twitter users as percentage of the US TV audience, 2013 Table 15: Major TV markets, ranked by Facebook penetration of population, February 2013 Table 16: Major TV markets, ranked by Twitter penetration of population, December 2012 Table 17: Online and other ways that US viewers discuss TV shows Table 18: Social networks and Web sites influencing TV viewers to start watching a TV show Table 19: Top US video content sites, January 2013 Table 20: Types of video content viewed on Facebook by UK consumers Table 21: 2013 Super Bowl commercials ranked by number of social comments and sentiment Table 22: 2013 Super Bowl commercials ranked by number of social comments Table 23: 2013 Super Bowl commercials ranked by positive sentiment Table 24: Most-liked 2013 Super Bowl commercials Table 25: Social media sentiment compared with likability for 2013 Super Bowl ads Table 26: Super Bowl commercials ranked by Twitter hashtags Table 27: Super Bowl commercials ranked by percentage growth in new Facebook fans Table 28: Super Bowl commercials ranked by number of new Facebook fans Table 29: Super Bowl commercials ranked by number of new Twitter followers Table 30: Trends in Super Bowl Social TV advertising integration Table 31: Trends in Super Bowl Twitter and Facebook advertising integration Table 32: Advertisers using Twitter hashtags in 2012 and 2013 Super Bowl commercials Table 33: Advertisers incorporating Facebook in 2012 and 2013 Super Bowl commercials Table 34: Likelihood of social media users to use automatic notifications Table 35: What consumers expect after they Like a company on Facebook Table 36: Reasons consumers give for not Liking companies on Facebook Table 37: International variations in social media use while watching TV Table 38: US Social TV activity via mobile phones Table 39: Simultaneous TV and mobile device activity in the USA Table 40: Frequency of smartphone use while watching TV Table 41: What are smartphone users doing while watching television? Table 42: What are tablet users doing while watching television? Table 43: What are tablet and smartphone users doing while watching television? Table 44: US Social TV activity via tablets Table 45: How viewers split their attention between their tablets and TV screens Table 46: Top activities performed with second screens Table 47: UK viewers’ second screen activities while watching TV Table 48: Percentage of people chatterboxing, by age Table 49: Platforms that British 18-24s use for sharing TV-related messages Table 50: Connected TV sales, shipment, penetration forecasts: USA and Europe Table 51: Global connected TV sales, shipment and penetration forecasts Table 52: Connected CE device sales, shipment and penetration forecasts

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Figures Figure 1: Yahoo IntoNow iPad app, with content from media partner ABC News Figure 2: TV content viewing and social media activity by US broadband users Figure 3: Facebook and Twitter in the TV value chain Figure 4: Facebook Watching action with content icon and cover image Figure 5: Internet users overwhelmingly prefer to login with their Facebook digital identity Figure 6: Quarterly social login trends for all Web sites: Q4 2009 – Q4 2012 Figure 7: Quarterly social login trends for media Web sites: Q4 2009 – Q4 2012 Figure 8: Twitter users show higher purchase intent Figure 9: Twitter research on how Twitter integration increases tweets for ad campaign Figure 10: How Budweiser announced the winning name for its Clydesdale foal on Twitter Figure 11: Super Bowl advertisers’ ROI, calculated by Twitter followers and tweets Figure 12: Super Bowl Social TV advertising integration – formats and usage Figure 13: Mercedes #YOUDRIVE campaign – inviting viewers to tweet #hide or #evade Figure 14: Positive results from the #YOUDRIVE campaign Figure 15: Pepsi Pulse – users tweeting about X Factor judge Nicole Scherzinger Figure 16: Analysis of dark social online traffic Figure 17: Sony UK Google ad for Internet TV sets Figure 18: Sony online marketing for Internet TV sets Figure 19: Sony Web sales page with Social TV as selling point Figure 20: Comparing time spent watching TV with time using social media Figure 21: Rising international Social TV activities 2011-12 Figure 22: International survey of Social TV activities Figure 23: US, UK, German and Italian use of smartphones while viewing TV Figure 24: US, UK, German and Italian use of tablets while viewing TV Figure 25: Social TV participation rates by age groups Figure 26: Tablets and mobiles are most used online in the evening Figure 27: US social media and TV use during prime time Figure 28: Facebook and Twitter apps reach TV via Google, Yahoo and Microsoft middleware

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