The power of social data as applied to marketing decisions is perhaps most impressive in the areas of media planning and buying.

1. Unlock Hidden Value and Maximize Revenue
New Audience Insights from SocialTV
© 2012 Networked Insights

2. Ad Sales Isn’t Easy
Interpreting client needs, developing
strategies to address, and facilitating
implementation of advertising
programs is hard work.
With proposals, contracts, and
managing implementation how can
you drive demand for all of your TV
shows?
© 2012 Networked Insights

3. Social Data Makes Buying Decisions a No Brainer
SocialTV is unlocking consumer insights at a rate never before
seen. Supplement existing audience data with a new layer of
audience intelligence derived from social media.
Networked Insights can help you:
Identify brand affinity by TV Show
Discover valuable audience segments
Spot risky advertising decisions before you
approach a brand
Understand program rankings and maximize
the value of all dayparts
© 2012 Networked Insights

4. Networked Insights can help you:
Identify Brand Affinity by TV Show
Analysis of social data unlocks opportunities to create new connections for
brands and networks with existing social audiences
Social Index (SI) definition: A comparative measure of a topic (e.g., TV show) relative to its peer group (e.g., all TV shows) which
combines three factors: Post Volume, Sentiment, and Acceleration. The SI normalizes each factor and combines them so that
© 2012 Networked Insights the “average” show receives a SI = 100.

5. Networked Insights can help you:
Discover Valuable Audience Segments
Reaching Moms Through Awake Audience Resonance
Moms typically don’t engage in this Overall Look-a- Millennials Moms TV Fans
genre but Jason Isaacs is a large asset to Like
the show resonating with this audience. Social Index Score: 90 85 115
Show
Those talking about the show skew
more towards women than men.
107
AVG = 100.
Cast &
Crew
Millennials
105
Moms
112
TV Fans
96
Moms are talking about the show on Gender
Babycenter.com and Emptynest.com
Positive sentiment for the show is driven Female 52%
by lead and star Jason Isaacs. He Male 48%
reaches Moms because of their love of
Harry Potter. Sentiment
Sentiment 30% 8% 62% Look-a-like Show
Sentiment 45% 6% 49% Cast/Crew
Positive Negative
Positive Negative
NBC has a hard time building
Jason Isaacs is well liked for being audiences
in Harry Potter There’s a lot of crime dramas on-air
People really like the altered and new ones struggle to stand-out
reality plot
Social Index (SI) definition: A comparative measure of a topic (e.g., TV show) relative to its peer group (e.g., all TV shows) which
combines three factors: Post Volume, Sentiment, and Acceleration. The SI normalizes each factor and combines them so that
© 2012 Networked Insights the “average” show receives a SI = 100.

6. Networked Insights can help you:
Identify Risk Before You Approach A Brand
Audiences That Aren’t “Awake” Sentiment
30% 8% 62% Look-a-like Show
This show and the genre doesn’t appeal
45% 6% 49%
to Millennials, but the presence of Positive Negative
Cast/Crew
Jason Isaacs might be the saving grace.
Positive Negative
Jason Isaacs is well liked for being in NBC has a hard time building
Fashionistas, those that covet designer audiences
Harry Potter
brands and style aren’t tuning into People really like the altered reality There’s a lot of crime dramas on-
Awake. plot air and new ones struggle to
stand-out
NBC has been challenged in finding Age
audiences and are criticized for this by 0-17 6%
viewers. Also, Awake is tied to other 18-24 6%
crime dramas on air. 25-34 18%
35-44 28%
45-54 26%
Demographics from social conversation
55-64 11%
around Awake skew to the ages of 35- 65+ 5%
54.
Social Index (SI) definition: A comparative measure of a topic (e.g., TV show) relative to its peer group (e.g., all TV shows) which
combines three factors: Post Volume, Sentiment, and Acceleration. The SI normalizes each factor and combines them so that
© 2012 Networked Insights the “average” show receives a SI = 100.

7. Networked Insights can help you:
Maximize the Value of All Dayparts with Rankings
Summary Program Ranking
20 CBS
When analyzing the Monday Primetime lineup, our
GRPs (current)
insights uncovered that each network has at least 15
ABC
one show that resonates well with Millennials. The 10 NBC
CW
CW and FOX as an entire daypart perform the best. 5 FOX
Shows that star a celebrity that have a strong Twitter 0
following trend well with Millennials. 0 100 200 300
Social Index (current)
Programs Previous Current Current
Social
Network Aired Week’s Social Week’s Social GRPs Key Takeaways
Performance
Index Index (A18-49)
The main actor of Castle, Nathan Fillion, trends well with
The Bachelor, Millennials – sponsor tweets around his Twitter feed
Castle
69 65 4.6
Fans of Castle are also fans of Joss Whedon projects like
the upcoming Marvel Avengers film
HIMYM, 2 Broke How I Meet Your Mother is a hit with sports fans as well
Girls, Two and as with hi-tech electronic consumers
Half Men, Mike & 78 76 18.3
Molly, Hawaii The game Madden Football has recently been discussed
Five-0 quite frequently with viewers
Viewers of both shows enjoy celebrity gossip
Gossip Girl, Hart
of Dixie
198 254 1.1 Content from Vogue magazine is frequently shared
between these viewers
Millennials that play videogames particularly enjoy Fox’s
Monday night line-up
House, Alcatraz 86 83 4.2
Consider partnerships, or sponsored ads, with popular
gaming webcomics like Penny-arcade and XKCD
Fans of Smash and The Voice trend more heavily female
The Voice,
Smash
69 69 8.3 and organize frequently on fashion and celebrity gossip
sites – this group also has a strong affinity with Pinterest
© 2012 Networked Insights

8. Why Do Advertisers Want to Use SocialTV Data?
Build Efficiency
Find programs with comparable reach for a brand’s target
audience that deliver deeper engagement
Build Effectiveness
Find programs across your network and cable properties that
connect better with target audiences
Build Engagement
Show brands how to identify and leverage owned media to
drive ROI from paid media
© 2012 Networked Insights

9. Why Work with Networked Insights?
85 % accurate predicting TV show
performance at Upfronts
Informed more than $5 Billion in media
spending in 2011
Partners with leading media agencies to
mitigate risk in broadcast advertising decisions
Named one of Fast Company’s 50 Most
Innovative Companies and #3 in Advertising
© 2012 Networked Insights

10. Ready to unlock value and maximize revenue?
Visit: NetworkedInsights.com
Call: 646.545.3900
Email: info@NetworkedInsights.com
Download a sample report
© 2012 Networked Insights