Fresh news right from Variety Magazine’s oven! The well-known digital publication partnered up with ListenFirstMedia in order to deliver to the world an interesting and useful new product, in the shape of “a syndicated rating system for fan engagement with television and film”. The results of this index are displayed, on a weekly basis, in a report via Variety.com. The report is based on analysis over social interactions through Facebook, Google+, Instagram, Tumblr, Twitter, Wikipedia and YouTube and it also aggregates specific data about a show or movie from conversations and hashtag-filtered posts. Basically, what the Digital Audience Rating does is telling users (in this case, Variety readers) what’s hot or not in social TV.
Understanding Consumer Habit In A New Media Environment
ListenFirstMedia is the creator of DAR and also the responsible party for the figures delivered, but they will only be accessible via Variety.com. Of course, at this early stage, this new tool is available and will be used only for TV shows within the US, but it’s still a great way for people, especially the ones in the industry, to understand how consumers react to social strategies and why they react better to some and not so good to others. Also, it’s really cool because it can become the standardised tool everyone can turn to in cross-platform engagement analysis, instead of using multiple or different ones that can generate confusion amongst the recipients.
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For instance, the first DAR report presented the following facts: the Jimmy Kimmel Live show topped the ranks with a 23.9 million rating, closely followed by The Simpsons, marked by a 20.9 million rating. Jimmy Kimmel’s show was a total win because of the week’s Friends special, which included the presence of some of the cast members, whereas The__Simpsons made a dent in television and social media altogether with the infamous ALS Ice Bucket Challenge addressed to Donald Trump. That and a strong social strategy.
Social TV Is Happening
The ability of the user to interlink accounts, such as Facebook, G+ and Twitter, is what makes social TV work and flourish and, ultimately, makes the turnovers grow. And this is what every television network and online video provider needs to acknowledge asap. Movie trailers, inside-the-show scoops, video ads and all that has to do with tying second screen to first screen is what makes the audience tick and, from what we’ve seen so far, the partnership between the two looks like the beginning of a beautiful friendship. Contrary to (still) popular belief, Social Media makes it easier for live TV to drive engagement and Variety’s brand new rating tool, along with the turn of more and more TV providers towards it, stand as palpable evidence for the growing impact of Social TV on the millennial world.
Interested in what Social TV has to offer? Read more about it right here.
