What is the social audience? So television has said Twitter ... - Reuters

MADRID, 1 Oct. (Carlos Hergueta / Portaltic) –

Television has become one of the favorite subjects for social networking users. The spectators, who had always commented the next morning programs with friends and colleagues, now do it in real time on Twitter. It’s called “social audience” and, among other things, serves to measure loyalty programs.

The company dedicated to the analysis of the social audience in Spain Tuitele has published to mark the first anniversary of the beginning of its activity, an overview of his career and activity TV on Twitter, a type different from the audiometric hearing.

audiometric and social audience

not measure the same, while the people meters measure the amount of viewers who are watching a program, analyzes the social audience how much of that audience interacts with the program via social networks and also how, “measuring what your engadgement-level loyalty-and what emotions it generates opinion and content,” explained from Tuitele.

measurement and analysis of the social audience offers television networks and producers, agencies and advertisers and overall television industry “a new way of looking at the television audience.” The analysis of the first full season that has had social audience measurement gives a snapshot of social TV in Spain.

The activity of this company has coincided with a period in which the penetration and social networking activity has continued to grow and strengthen. Thus, in the last year, about 4 million Spanish (3.9 million) have commented on Twitter while some television was broadcast, from just under 600,000 who did so in September 2012 until 1 5 million they did in June 2013.

manages this company figures show that the activity in the network of ‘microblogging’ is practically monopolized by broadcast television during prime time. Thus, the 32 percent of the comments on Twitter during the prime time TV programs are. As user type ‘tweeting’ on television, the analysis shows that 61 percent male and 39 percent female.

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most viewers ‘tweets’ from a mobile phone, but there are also a large number who do so from a computer, you may well be laptop or desktop. In this sense, there is a clear difference in operating systems. As expected in our country, which is the dominant operating system, most people post messages from Android devices (52.6 percent), compared to 12.6 percent of BlackBerry and 12.2 percent iPhone.

Thus, after Android and overwhelming difference, with 20.3 percent of computers are the preferred platform for ‘tweet’ on television. IPad’s share is much lower (1.8 percent) and Windows Phone almost negligible (0.3 percent).

The ‘Reality’ of Telecinco and Cuatro have been this year’s most watched social programs, while emissions in general, football is the star, as it happens also with people meters. According to the analysis, sports emissions account for 22.4 percent of the social audience and 23.5 percent of the comments.

The Voice (Telecinco, 92.870 spectators social media), Big Brother 14 (Telecinco, 82 402) and a prince to Corina (Telecinco, 76,120) were the most talked about among programs, although the ranking overall emissions is headed by the Spain-Italy Confederations Cup (194 638), followed by Brazil-Spain the same tournament (Telecinco, 194 613) and Real Madrid-Atletico in the Copa del Rey (La 1, 190 610).

This analysis also divides

social audience achieved by the chains, as the most popular genres. Thus, Telecinco is the queen of the ‘Reality’ (46.2 per cent) and also the ‘talent shows’ (60 percent). Antena 3, meanwhile, dominates in the films (44.4 percent) and the national series (47.7 percent).

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addition, the content analysis of the thousands of comments about TV programs shared social viewers while watching TV allows you to instantly interest, impact and satisfaction that generates a television content in the audience.

For example, you may know that most of the comments during the broadcast of Big Brother 14 were of admiration (34.5 percent), followed by criticism (22.6 percent). In Splash! Famous water, most comedians were abounded (called in analysis “laughter”).

this company also discusses the importance of advertising in the conversations on Twitter about a program and its monitoring. For example, 3.07 million unique users a brand spare spoke between July and August 2013. In addition, 234,000 commented on the advertising they saw on television.

Regarding the impact of ad breaks in comments, Tuitele explains that “sometimes” the social audience “talk more about the program during the commercial break, at other times they stop.” There may be greater or lesser volume of comments depending on what has occurred in the program just before the start of the advertising block, and above all, depending on the genre, format and content of the program.