Social TV -- "The Real Action is Not Online, It Is Still Face-to-Face" Says CBS' David Poltrack -- Ed Keller

Each December CBSamp8217s Chief Research Officer Dave Poltrack addresses the UBS Annual Global Media and Communications Conference His 2013 talk amp8220The Outlook for the Broadcast Networksamp8221 covered a wide range of topics including social TV amp8220Nothing was hotter this year than social media with Twitter front and center with its IPOamp8221 Poltrack declared amp8220Television programs and televised events have always been a major source of conversation With the emergence of the online social media we are seeing how much these subjects dominate peopleamp8217s nonpersonal interactionamp8221Then in what might have been a surprise to the investors in the audience Poltrack made this strong statement amp8220However the real action is not online it is still facetofaceamp8221 And the correlation statistics he shared bear this outTo begin Poltrack cited Keller Fay data when he told the audience that 90 of all daily conversations about television are offline with 80 being facetoface conversations Only 27 are online conversations utilizing social media sites That part of the story has been told beforeBut this part was new and never before released When close to 50 TV shows that have aired this fall are analyzed the correlation between Keller Fayamp8217s WOM metrics and the Nielsen Live7 ratings was a strong 0784amp8220The next questionamp8221 said Poltrack is amp8220how does the volume of online social site mentions compare to these broader Keller Fay resultsamp8221 The answer is amp8220not very wellamp8221 To support his statement he pointed out that conversations on Twitter as measured by Nielsenamp8217s SocialGuide are less likely to reflect ratings performance than Keller Fayamp8217s measures and that only two programs on the Keller Fay amp8220top 10amp8221 amp8211 amp8220The Voiceamp8221 and amp8220Once Upon a Time amp8220 are also among the top 10 on Twitter as measured by Nielsenamp8217s SocialGuideIn short the Poltrack presentation to UBS shed further light on the differences between online and offline conversation Online buzz represents a relatively small slice of the conversation conversations that in and of themselves do not reflect whatamp8217s being talked about in the real world The real world conversations are highly correlated to outcomes in this case ratings Online measurement alone is insufficient What is needed is a broadbased measurement system that integrates online plus offline conversations to give the TV industry and the advertisers it serves a truer picture of the size and scope of the entirety of social conversation around TV In other words we need a amp8220total socialamp8221 metric if we truly want to understand social TVEd Keller CEO of the Keller Fay Group has been called quotone of the most recognized names in word of mouthquot His new book The FacetoFace Book Why Real Relationships Rule in a Digital Marketplace was recently published by Free PressSimon ampamp Schuster You can follow Ed Keller on Twitter Facebook and Google or contact him directly at ekellerkellerfaycom Read all Edamp8217s MediaBizBloggers commentaries at WOM Matters Check us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBlogger amp160amp160The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Social TV -- "The Real Action is Not Online, It Is Still Face-to-Face" Says CBS' David Poltrack -- Ed Keller

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