$UPER BOWL’$ NUMBING TV NUMBER$ V$ O$CAR’$ $EN$ATIONAL $OCIAL MEDIA

The game b/t the SB & Oscar TV audiences is nolo contendere. The 2016 SB score (111.9M) was down a tad from last
yr though it still was the 3rd biggest audience in TV history. The Oscar audience (34.4M) was down multiple tads and it
was even smaller than expected. It was the smallest audience since 2008 and the 3rd smallest since that gargantuan
Titanic audience of 1998 (55 ¼ M). Now, to SOCIAL MEDIA.

  • SB 50 saw from 27 M unique tweets and 4.3B impressions (potential imprints of a tweet where subject was
    mentioned, researched, and/or followed)
  • The 88th Oscars yielded 24.2 M unique tweets (the show and/or nominee mentions began at 5½ PM [EST]
    to 1 AM the next day. The actual Oscar show started at 8½ PM and finished at 12 AM.)

The Oscars’ audience has depth that the SB can ONLY “dream of.” (The Oscars have a bonded community of strong interest about movies) The SB has a breadth that the Oscars can’t even imagine. Given their 2016 TV audiences, the Oscars ONLY had an audience ½ of the SB, yet, its unique tweets were 90% of the SB with impressions that were 88% of the SB. WOW! For many yrs ABC justified its Oscars’ high ad pricing b/c its audience is a CLASS audience (that would consider buying a Stella, driving/owning a Caddy, etc) Ok, the Oscars’ audience is older, wealthier and better educated than the SB audience. W! In the last 20 yrs there have ONLY been 2 yrs (2009 & 2010) when the Oscar ad costs per person were NOT greater than the SB. In short the Oscars have lived in the shadows of the SB. Since 2002, TV’s Oscar audience has always been less than 50% of the SB’s TV audience. Now, however, we offer that if the SOCIAL MEDIA are valuable brand connectors that encourage potential consumer behavior that they (the SOCIAL MEDIA) then become invaluable assets to
every advertiser . Their numbers, as in unique tweets and impressions for example will now more than justify the high prices of Oscar ads, given its great number of unique tweets and impressions. While the CLASS vs MASS audience distinction still works, it is, and has been, a very defensive strategy. The point is that the strong social media #s more than justifies the Oscars high ad rates. Increasingly, the Oscar’s high ad rates will be based on their unique tweets and impressions from Twitter. We therefore, make the argument that the ad charges are understated and MUST grow more quickly to match the Oscars’ great return on unique tweets & impressions. ANYQUESTIONS??

The Grammy’s TV audience was ONLY 25.3M this yr down 1.4% from 2015 & 11% from 2014. Initially, it would seem to be a poor ad buy given audience size. With that said the unique tweets & impressions are key to presenting the Grammy’s ad rates. The TV audience was only 23% of the SB, the unique tweets and impressions were 64% of the SB and 49% of the Oscars. (One can easily conclude that from a SICIAL MEDIA view the Grammy’s are a good buy!)

ThinkWithGoogle, Google’s publications, reported that 77% of sports & entertainment fans watch TV with a phone, laptop, etc. When excitement happens on TV, fans want to participate, which results in the 2nd screen engagement (using their mobiles to see behind the scenes, to connect with people, to discuss history and to share their thoughts). 100 M Snapchat users viewed Oscars media on the app. In May 2015, SnapChat reported 100 M active users per day, spending an avg of 30 min on the app (Recode.net). Increasingly, ad rates in total & on a per person basis will become less important b/c unique tweets & impressions are becoming THE language. The sequence is that engagement/involvement lead to brand awareness, then lead to predisposition to behavior that will eventually lead to purchase behavior.

Real-time data is now today’s standard, where viewership, unique tweets and impressions are instantly expected. Instead of many analysts & days sweating out the data, it is done by 1 person in a matter of moments. 4C Insights measures ads & their penetration per 1000 (PPM) to gauge how many social media ad viewers will engage with the advertisers.

“Using social engagement data, the PPM Index reports the strength of connection as compared to the avg b/t 2 items on social. These include brands, TV programs, notable people, events, etc. It answers the question: Among people who engage with X on SOCIAL MEDIA, how much more likely are they to engage with Y compared to the avg population of people who engage with X?” (4C Insights)

Netflix was extremely efficient in its Oscars’ ad, using only 30 secs & spending “only” $1.9-2.12 M. It rivaled Samsung which spent $18.8 M with a handful of ads. Here are a few PPM scores from Oscar advertisers.

Samsung 883%, Netflix 641%, Android 330%, AT&T 198% & Kohl’s 166%

Row 1 lists the TV audience size with a SB drubbing being 225% > Oscars & 342% >  Grammys. The downward arrows denotes and that’s decreased by comparison to 2015 data. (Yes, they ALL lost audience)

Rows 2 & 3 involve SOCIAL MEDIA MEASUREMENT for the aforementioned live TV events. (We MUST remember that live TV is the last haven for TV advertisers) The retrieved audience data speak to the engagement with these events. SOCIAL MEDIA measurements permit us to detail the value of engagement by unique tweets & impressions made. This involvement is priceless (in branding & in predisposition to behave). Sharing a 2nd screen with a “community of interest” immensely enhances the entertainment experience. The interaction of sharing & its affirmation are of great value to both those selling & those advertising. While the SB’s audience size blow all other events “away”, SOCIAL MEDIA MEASURES present a much different story, and an extraordinary opportunity for advertisers to succeed. For example with 31% of the TV audience, the Oscars
had 99% of the unique tweets and 90% of the impressions of the SB. WOW! In other words the Oscars had .24 unique tweets per person, yielding 38.43 impressions. The Oscars .70 unique tweets and 1233.72 impressions per person. (The Grammys had .68 unique tweets per person and 830.04 impressions).

  • Row 4 shows the variance in cost of 30 sec of advertising with 30 sec of SB advertising being 148% > than Oscars ads & 317% > than Grammys’ ads.
  •  Row 5 views ads on a per person (TV audience) basis and we quickly learned that the Oscars have the highest price being 31% > than the SB per person and 26% higher than the Grammys. (Yes, yes, yes we know the CLASS vs MASS audience defense is still operative with the Oscars’ audience being more likely to drink Stella, etc, etc,
    etc)
  •  Row 6 shows that the SB is 122% more costly on a per unique tweet basis and 165% more expensive than the Grammys given unique tweets per person. Row 7 shows that the SB is 240% more expensive on a per person basis, 17% more expensive (vs. the Oscars) and 183%more expensive (vs. the Grammys) on a per person basis.

The simple conclusion from our ad costs per Twitter measurements is that on a per person basis unique tweets & impressions are more expensive for the Oscars on a per person basis BUT MUCH less expensive on a per unique tweet or an impression basis. Given the tell-tale feedback data the Oscars & the Grammys win the efficiency battle on a cost per measurement basis! They present a great reason for an investment in them no matter their smaller audiences. The key is engaging their audiences using the SOCIAL MEDIA.

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About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or bernacmd@udmercy.edu. Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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