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Engaging TV Audience with Social Media: Statistics and Opportunities

Studies show that the TV audience’s size and engagement are highly correlated with the audience’s social media activities about the show. Recent data also show that time-shifted viewing of TV programs is on the rise. Together, these factors are creating new opportunities for the broadcast industry.

Nielsen has published many studies about the effect of social media on TV audience engagement. It has been observed that people tweet more about highly rated programs, and additional tweets in turn drive up the rating of the show. A Nielsen study shows that live TV ratings influenced tweets related to 48% of TV programs, and conversely, a higher volume of tweets significantly influenced live TV ratings for 29% of programs. Another study revealed that Twitter activity is 79.5% correlated with audience engagement in terms of emotion, memory and attention. Yet another study found that eight factors (audience size, audience age, broadcast/cable delivery method, premium/ad-supported monetization, language, drama/non-drama category, reality/non-reality category and duration of program) explain 67% of variance in Twitter activity, although audience size alone explains 51% of it.

Another aspect of the media consumption is that time-shifted viewing has been increasing. A blog post by a Rentrak’s Chief Research Officer states that DVR and VOD consumption increased by 34.6% over the last year. A different study found that 50% of the 18-34 year-old audience viewed the shows in the seven day window after the live airing. The same study also reveals that programs with high social-media characteristics draw 36% more time-shifted audience.

A Nielsen study also found that people tweet about a program before and after the airing of the program. Figure 1, borrowed from that study, shows how Twitter activity is spread around the live airing time.

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Figure 1

Experimentation with the combination of TV and social media has already been under way. In September 2013, WRAL-TV experimented with the idea by airing a documentary on TV and simultaneously engaging the viewers with live interaction on social media. WRAL-TV not only exceeded their goal in Twitter participation but also demonstrated that a local TV station can start a national conversation with local program. Collaborative research between Microsoft and Nielsen showed that ad placement in social episodes is five times more effective in terms of earned media. Today virtually all the networks use some kind of social-media analytics to optimize their programming.

A startup that is trying to capitalize the audience’s inclination for social engagement is GOPOP.TV. Instead of using real-time tweets, which could be spoilers, GOPOP.TV uses comments and annotations that are synced with the show. For example, comments made by a viewer’s social circle about a scene in a movie will not be displayed until that scene is displayed. This approach might solve the spiky nature of Twitter activity shown in Figure 1. The comments are always fresh for the new viewer in this case, and viewer engagement is always as high as in the case of live airing. Figure 2 shows how the comments are displayed in GOPOP.TV environment.

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Figure 2

Social media tools have created new opportunities for audience engagement and program optimization. Networks and advertisers can, before the airing, reliably predict how social and engaging a new program will be. This will in turn help them gauge the efficacy of paid advertising and the potential for earned advertisements. Social media data also helps optimize the programming. This blog explored potential uses of Twitter’s real-time tweets and GOPOP.TV’s proprietary time-shifted comments. These examples are only tip of the iceberg, however. The full potential of the social media engagement has not yet been unlocked. Broadcasters should pay attention to social media evolution and actively look for new innovation opportunities.

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An Exciting Future for Radio

It’s not too often that the radio industry gets to focus on new technologies. Recently we have seen some big changes in the way consumers enjoy radio and their expectations for the medium. These changes are driving radio innovation.

The Radio Show is an annual event presented by the National Association of Broadcasters (NAB) and the Radio Advertising Bureau (RAB). In a few short weeks, the radio industry will learn about FM radio in mobile phones, how radio will evolve with new connected car technologies and how the radio ratings game is being challenged by new technology.

Consumers want their radio content when they want it. This has always been a no-brainer for radio broadcasters – radio is wireless and portable. Listeners can tune-in their favorite stations whenever they desire, as long as they are in the coverage area of the station.

The arrival of Pandora, Spotify and other web-based services has given traditional radio competition. Listeners are able to interact and enjoy rich visual content while they are listening. NextRadio is a technology that may level the playing field.

NextRadio allows radio broadcasters to leverage their unique local content with the visuals now commonplace on the web services. Most importantly, NextRadio works on a device that we all have with us – a mobile phone. AT&T, Sprint, T-Mobile and others have activated FM radios in many of their phone offerings and NextRadio is now available as an app in the Google Play store. Apple iPhones are not compatible yet, but that could change depending on consumer demand. NextRadio will be making big news at the Radio Show.

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NextRadio at the 2014 Radio Show in Indianapolis, IN.

On the automotive front, the term “connected car” is becoming the mantra of the automobile industry. Car makers have quickly discovered that consumers want the same tech in their vehicles as they have at home, work, and in their pockets. Some radio broadcasters are worried that AM and FM will disappear from the new high-tech center console displays. At least one manufacturer, Ford, says this will never happen. However, consumers may be challenged finding traditional radio stations among touch displays, navigation and voice recognition. Ford’s Scott Burnell says that broadcasters will need to educate listeners on the evolving world of car tech and make sure listeners know how to identify and select their stations because Pandora, Sirius, and many others will be after that same valuable car real estate and the attention of drivers. Scott will be participating in “Radio Futures: New Developments for the Connected Car” at the Radio Show.

Arguably the most controversial topic in radio today revolves around Voltair – a product that some claim affects the way ratings data is collected from listeners. That data is gathered by “PPM” devices that respond to audio watermarking within a station’s program content. The controversy is based on whether Voltair can improve the capture of the watermark. Is the device “legal” or ethical to use? Does it improve the accuracy of the ratings game, or is it just smoke and mirrors? Attendees at the Radio Show will have a unique opportunity to hear from the developers of Voltair and representatives from Nielsen. The two organizations will appear on the Innovation Stage presented by NAB Labs and RAB. It’s sure to be a standing room only crowd!

Digital radio on the AM band is a topic that has been discussed for many years. The question of feasibility is one that may be answered during a presentation by David Layer, NAB’s Senior Director of Advanced Engineering. David will present findings from field and lab tests that show the performance of digital broadcasting on the AM band. He will discuss the challenges of AM propagation on the digital signal and the effects of man-made and natural interference. David will also cover the latest research concerning FM chips in smartphones, MDCL AM transmitter technology and more.

Technology innovation for broadcast radio was dormant for many decades. The constant evolution of the Internet and web-based content platforms have given radio a new and brighter future. You can experience part of this future at the Radio Show.

Cord-Cutting: Answers for a Friend

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I got a message from a friend on Facebook saying she had cut the cord. I never thought of her as impulsive, so I was a little surprised that she waited until she cancelled her cable to ask, “what do I do for TV now?” The truth was, she didn’t care. She just knew she wasn’t going to pay her cable bill any longer.

I wrote up some thoughts and shot them over to her. She then suggested that I write a blog post because she has so many friends that are also considering making the move. Now that we have Broadcast Blog, I’ll share a redux of those thoughts.

The big thing most cord-cutters want is continued access to their favorite channels and shows, which typically air on local broadcast television affiliates of ABC, CBS, FOX, NBC, Univision, PBS, ION and others. They also want on-demand access to other shows or movies. Good news: all of these channels are available for free via over-the-air (OTA) wireless broadcast signals, and there are a variety of over-the-top (OTT) streaming services that will provide access to on-demand programming.

OTA

To start, you need an antenna to pick up the OTA broadcast stations. As an added benefit, the OTA signal will often give you the best quality high-definition (HD) picture as the image hasn’t gone through the additional compression of the cable systems.

When trying to determine the correct antenna type for your location and viewing preferences, check out AntennaWeb.org. This site gives you the distance and directions of nearby towers as well as advice on what antenna might be best for you, based on your home address. I entered the zip code for my home address and you can see that I can get up to 76 channels from 29 OTA broadcasters.

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AntennaWeb.org search results

If possible, I recommend buying an outdoor antenna and placing it on a rotor (this can be very useful if your home is situated between a number of towers) and then simply tie it into where your cable line used to enter your home; that way all of your TVs will benefit from this good outdoor antenna reception. With that being said, in many cases all you need is an antenna in the attic or something simple near your TV for indoor reception. When purchasing, I recommend taking a look at the manufacturers Antennas Direct and Channel Master.

Now, if you’d like to record some shows from your OTA feeds you can do that too. The Tivo Roamio has a honkin’ hard drive and it also has a program guide ($15/month subscription) for scheduling and recording your shows. The subscription is only necessary if you want to schedule a TV recording. Channel Master’s DVR+ has two different storage size options and a free program guide. Plus, it has two tuners, so you can watch one show while you are recording another. Tablo DVR comes with four tuners.

The nice thing about these units is they also provide access to OTT streaming services like Amazon, Netflix, YouTube, VUDU, and more. More about that below.

OTT 

Streaming services like Amazon, Netflix, Hulu, VUDU and  are all examples of OTT solutions that have a lot to offer at a fraction of the price of the average cable package. There are a wide variety of devices that enable access to these services as well as original content from these companies.

In addition to the Tivo Roamio, Channel Master DVR+ and Tablo DVR  mentioned above, some other popular OTT devices include:

For me personally, I start with Amazon because they include lots of content with my Prime membership. I love that 2-day shipping, and giving me instant access to video makes it even cooler. Plus, it is already built into many devices listed above. Next on my list is Netflix. I also use AppleTV, because it frequently has the best picture quality in my opinion and I can download and playback later on my laptop, tablet or phone.

I should qualify all of this by saying I still have a robust video subscription with Verizon FIOS, so I’m not currently a cord-cutter (though I have been in the past). I enjoy the convenience of my FIOS subscription, but there is no doubt that cord-cutting is more than a fad. PBS reports that in the past five years, 3.8 million households have already cut the cord. According to USA Today, perhaps another 7% of households are expected to drop their cable subscription and rely on over-the-air broadcast television and online streaming services.

For further reading on “cord-cutting,” you can check out this WSJ article for understanding why cord-cutting has become such a hot topic and this Geeks Life article for diving deeper into your OTA and OTT options.

Broadcast Blog is a service of NAB Labs for NAB members. If you have questions about anything you’ve read here please contact NAB Member Services and they can put you in touch with some of our tech experts.

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Momentum Grows for FM in Smartphones

There’s been good news recently for advocates of activating FM radio receivers in smartphones. First came the announcement by AT&T Wireless—the #2 wireless carrier in the U.S.—that it will request its Android phone manufacturers to activate FM reception capability on all their devices in 2016 and beyond. Next, NAB Labs released its latest tracking data of activated FM capability in U.S. smartphones, which showed continued growth in early 2015, reaching the highest percentage of phones sold in any calendar quarter to date (see chart below). And most recently, T-Mobile joined the party, essentially matching AT&T’s move toward pushing its Android platform providers to activate the FM chip in all future devices it provides the carrier. This now represents a significant tipping point in the FM-activation battle, with the majority of U.S. wireless providers now supporting the activation of FM receivers in their smartphones.

FM Graph

The chart above shows the impact of wireless carrier Sprint’s arrangement with broadcasters to have its device suppliers activate FM on their smartphones. The strong growth this deal engendered in 2014 can now be seen to continue into 2015, with over 9 million smartphones sold in the U.S. with their FM capability fully activated by at least one U.S. wireless carrier during 1Q15. Given that only about 2.6 million such phones were sold in 1Q14, this reflects a growth rate of over 350% year-to-year, mostly resulting from Sprint’s action.

Further, the 9.2 million smartphones sold with FM activated by at least one carrier in 1Q15 represented 27% of all phones sold during the period (see chart below). While there’s still a long way to go, this is the highest percentage of total U.S. smartphone sales ever recorded by FM-activated units since NAB Labs started tracking this item in 2012.

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The Sprint-driven growth in FM-activated smartphone sales included the preloading of the NextRadio app in essentially all of its smartphones except the iPhone (more on that in a moment). The impact of this deal with a single, smaller carrier will likely be significantly amplified in 2016, when AT&T’s and T‑Mobile’s moves to activate FM on all their Android phones hit the market. This implies that the current growth in FM activation in smartphones will continue to accelerate.

By the way, both AT&T and T-Mobile already offer a few phones with activated FM receivers (although none include the NextRadio app preloaded yet—users can download it from an Android app store and it will work on most of these phones). But a recent scan of the AT&T website showed that among its 28 currently available Android phone models, only 5 had FM activated—and most of these were not among its best-selling models. If AT&T’s and T-Mobile’s new announcements bear full fruit, therefore, the number of additional FM-activated phones in 2016 should be substantial.

At present, this leaves Verizon as the sole U.S. major wireless carrier that has not supported FM activation in its smartphones. Verizon is the largest U.S. carrier (by subscribers), and it has traditionally been the least supportive of FM activation in its devices, so a major challenge among carriers remains. The AT&T and T-Mobile actions will add to the Sprint installed base and push the percentage of FM-activated smartphones toward a majority position, however, perhaps making it difficult for Verizon to persist in isolation with its anti-FM position.

Nevertheless, the bigger challenge to making FM activation a default condition among smartphones remains with Apple. The multiple models of iPhones on sale currently account for about half of the entire smartphone market’s sales (by units), and unlike most other smartphone manufacturers—which either enable FM unilaterally, or at the request of the wireless carriers they sell to—Apple has never activated FM radio on any iPhone, although they all have contained an FM receiver chip since the iPhone 3GS. Meanwhile, other Apple products, like several recent generations of the iPod Nano, do include a high-performance FM receiver, so it’s obvious that Apple can develop a great FM radio experience in its devices. The iPod Nano has no WiFi or other wireless network connectivity, though, so Apple’s strategy seems to be based consistently on the premise that if the device can be network-connected, it shall have no working FM radio. Apple must have its reasons for this, likely due to its unique position of being both a consumer electronics manufacturer and an entertainment service provider, but this renders the wireless carriers who want to activate FM on their smartphones unable to do so on any iPhone at present.

Another recently discovered item in NAB Labs’ research is that one of the top-selling smartphones in 1Q15 included a new connectivity chip that—unlike all other top-selling models—does not include an FM radio receiver. The Motorola DROID Turbo, so far available exclusively through Verizon, uses a Qualcomm Atheros QCA6164 chip for its WiFi and Bluetooth connectivity, with no FM radio bundled into the silicon (as all other current connectivity chips do). If this departure from common practice becomes a trend, the climb toward activating FM in most smartphones could become steeper, moving from simply activating hardware already on board to requiring installation of additional hardware.

So while the numbers are improving and alliances are growing, the situation remains fluid, and the battle to activate FM in smartphones will continue on two fronts: with wireless carriers (primarily Verizon) and with smartphone manufacturers (primarily Apple).

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