ListenLogic EVP Kevin Glacken was recently featured in Smart Data Collective with a guest column entitled ‘Big Social Data Can Unlock the Power of Engaged Viewers’ which reviews how the intersection of television and social media is creating multidimensional value for programs.
We sat down with Kevin to understand more about how advanced social intelligence is impacting the entertainment industry by revealing the power of engaged viewers.
Q: You talk about the value of ‘engaged viewers,’ how do these viewers help save shows that networks would traditionally cut?
A: The sheer number of viewers a show has will always be a measurement of programming value because it conveys good old fashioned reach. However today, with open social media that allows audience members to interact and promote programs, there’s an important quality component aside from the traditional quantity component to measure the value of programming.
Up until even recently shows were getting canceled because of their relative small audience sizes. A few years ago a show like Jericho, which struggled to surpass three million viewers ended up getting slashed. Today, that dynamic has changed and a show such as Community, which draws about the same audience size, gets a longer run simply because the viewers are engaged, giving the show a Top 15 Involved Viewer Rating (IVR). They are discussing and promoting the show, but more importantly revealing a wealth of insight on themselves that delivers incredible value to advertisers – their likes, dislikes, interests, tastes, behaviors. This understanding provides an entirely new dimension of value, which extends the show’s life.
The IVR can actually predict a shows success in many cases better than the traditional Nielson ratings, simply because of the depth of insight, volume of audience and span across demographics that our platform measures. With traditional audience rankings shows like Glee, Sons of Anarchy or The Daily Show would likely not make beyond a season or two. Yet, the social intelligence derived from the “cult” audience delivers incredible value to advertisers.
Q: Do you see entertainment relying more heavily on the engaged viewer to measure a show’s value?
A: There is certainly a segment of the industry embracing this given the clients we deliver solutions for across media, sports and entertainment. Not every media outlet is adopting this approach yet, but the ones that are able to leverage audience insights with IVR to not only drive advertising dollars, but also shape the show’s storyline are delivering powerful, engaging programming. The ability to gain actionable, multidimensional insight on a program is impressive.