August 2014
www.tvbeurope.com
TVBEurope 63 Data Centre media uprising
director, Second Sync says, “The broadcast industry in the UK spends £2.5 billion on commissioning new TV shows every year and there’s £5 billion worth of ad slots sold. The price of those spots is historically determined by the number of people watching that TV show, so these stats are used to make big business decisions.” With the millions of tweets out there, how does Second Sync analyse the data? When using Twitter, the company has a three-step process. First, it extracts key terms from TV listings, which are supplied by EBS. These are checked by Second Sync’s large editorial team who then run selected terms against the Twitter fi re hose. The company monitors programmes from half an hour before they start until half an hour after they fi nish. Littledale says, “Some shows
actors, watching terms, and channel synonyms, and we have algorithms to weight the tweet in terms of relevance. Using this methodology, we pull in tweets live from the fi re hose and then we check the data before it gets sent out each day to our clients. We check about 1,000 shows a day and pull in approximately one million tweets per day on average.”
Second Sync Dashboard breakdown of recent TV Twitter activity
are very easy to track. Take Broadchurch for example; if someone mentions Broadchurch during the transmission you
can be pretty sure that it’s relevant to the show. On the other end of the scale, however, there’s a fi lm, which I always
use as an example, that’s simply called Paul. For titles like this, we use additional indicators such as character names,
Second Sync currently analyses social media data for all programmes on 35 channels in the UK. Back in February, The Brits broke all records on Twitter with almost one million individuals taking to the network to discuss the live broadcast, and recently, the BBC’s Sport Relief 2014 generated 319,000 Tweets from over 190,000 individuals on the evening of the live show. Social media provides a powerful platform for content creators and advertising agencies to get closer to their audiences who will continue conversations and, in some instances, change European law.
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