The way we consume TV shows has evolved in the digital age. We no longer follow linear schedules set by networks, but watch shows on-demand and on the go, with online viewing becoming increasingly prevalent. Moreover, the TV experience has evolved beyond the TV screen to become a multi-screen, social experience in which viewers share content before, during and after the shows they consume. Because of this evolution, we did a Social TV Research Study, to be released tomorrow (5/6) at 7am PT / 10am ET. We coupled our 1st party social data (46 Million users and 153 Million TV social signals per month) with Nielsen 3rd party TV viewing data and found correlations between sharing and viewing that demonstrates users who share content about shows are more likely to watch those shows.

2. TV Drives 11% of Online Sharing
Every month, 46 million U.S. users generate 153 million social signals about TV.
ShareThis Social
Intelligence Platform
TV Audience
Segments*
46 million U.S. users sharing about
TV on 2.5 million sites and apps
across 120+ social channels.
4.9 million TV viewers on 19
Audience Segments
Online Social Profiles of
Offline TV Audiences
*Source: Nielsen Audience Segments, 2/1/2015
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3. TV IS A MAJOR DRIVER
OF SOCIAL ACTIVITY
ACROSS THE WEB.
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4. Comedy
9%
Crime
8%
Drama
21%
Music
16%
Reality /
Variety
43%
Sci Fi
3%
Reality Series Drive Most of the Buzz
Reality shows, talent competitions, and talk shows generate
more than half of all TV related social activity.
Social
Volume by
Genre
% of total shares
related to a specific
genre
Every month,
reality and
music series
generate 91
million social
signals
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5. On Average,
16% of Viewers
Share About The
Shows They Watch
Engagement Rate –
% of total viewers who share content about the show:
• Reality/Variety shows
garner the most
engagement from their
fans, by far.
• Watchers of new series
are 1.9x more likely to
share about them.
• Streaming series (e.g. Netflix)
draws 2.1x more social
engagement than broadcast
shows
Comedy
Crime
Drama
Music
Reality/Variety
Sci-Fi
New Series
Recurring Series
Broadcast
Streaming*
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6. Timing of Social Engagement Varies Drastically By Genre
• Social buzz around drama
series dips during broadcast,
but spikes after the show.
• Engagement with reality
series and talk shows occurs
mostly during show time.
Engagement Rate by time –
% of total viewers who share content about the show:
Comedy Crime Drama Music Reality/Variety Sci-Fi
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7. Viewers Switch To Mobile To Socialize During Show Time
Device Usage Over Time -
% of total sharing activity by device by hour:
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8. Twitter Is Especially Active During Live Broadcast Time.
Social Channel Usage Over Time –
% of total sharing activity by device by hour:
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9. SOCIAL ACTIVITY
DRIVES VIEWERSHIP
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10. How Does Social Impact Viewership?
We overlaid Nielsen viewership data with ShareThis social data to calculate Social Tune-in Lift, a
measure of the impact that sharing has on actual viewership
Social =
Baseline =
# of new viewers who clicked
on shared TV content.
Total # of viewers who clicked on
shared TV content.
# of new viewers
Total # of viewers
Social Viewer Conversion
Baseline Viewer Conversion
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11. Social Tune-in Lift Example: Downton Abbey
Social =
Baseline =
# of new viewers who clicked
on shared TV content.
Total # of viewers who clicked on
shared TV content.
# of new viewers
Total # of viewers
Social Viewer Conversion
Baseline Viewer Conversion
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26K new viewers who clicked on
shared DA content.
2.6M viewers who clicked on
shared DA content.
39K New Viewers
8.4M Total Viewers
1.01% Social Conversion
0.47% Baseline Conversion
2.1x

12. 12
Tune-in Lift:
Lift in viewership from users who click on shared
content about a series
Comedy
Crime
Drama
Music
Reality/Variety
Sci-Fi
New Series
Recurring Series
Broadcast
Streaming*
Users Who Click On
Shared Content About
TV Series Are 2.4x More
Likely To Become
Viewers
Sharing about reality/variety
series is the most likely to
generate new viewership.
New and streaming series garner
nearly 2x as much tune-in lift as
regular series.

13. Social Engagement Correlates With Higher Viewership
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Downton Abbey:
Avg weekly ratings rank: 9
Avg weekly social rank: 7

14. Social Is Especially Powerful In Driving New Viewer Discovery
Correlation between social volumes and ratings tightens as average audience size decreases.
Correlation is also strongest for series in their first or second season.
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15. The Impact Of Social Presents Profound
Opportunities For Networks
TV audiences are a prolific
source of social activity.
Social activity provides
powerful insights into
audience behaviors and
serves as an effective
barometer for viewership
Sharing drives tune-in and
discovery, especially for
new and fledging
TV series
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16. Drive Viewership With Social Insights
Use social data to know who your most engaged audiences are,
what they share, and how they share it.
Align messaging with social affinities and deliver media to
contextually relevant content.
Use social signals to determine where and when to spend media
dollars
Heavy-up deployment around key events to drive conversion when
conversations are abuzz.
Monitor sharing trends in real-time and identify peaks of
engagement before, during, or after broadcast.
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17. The ShareThis Value
We make social data actionable
For 50 of the top 100 Ad Age Leading National Advertisers. We
leverage proprietary data + 3rd party data to generate unique
insights.
Every month, 46 million U.S. users generate 153 million social signals about TV.
1.9B Social
Signals Per
Month
1.9B
Powering shares
on over 3MM
Websites
3MM
384 MM US Active
User IDs
384MM
Reaching 85%
of the US
internet
population
85%
Across 80+
Social
Channels
80+
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