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Marketing

Published December 16th 2014

Uncover Insights by Tracking Conversations to the Minute: TV Spectacular

Last week we launched our newest feature, minute-by-minute charting, and we just can’t stop talking about it and all the cool things it can do!

Being able to track the hype right down to a specific moment certainly has many advantages and one of the most exciting for us is the ability to choose exactly when you want to dive into the data.

Specifying time periods to the minute means that you can now see exactly where the spikes in conversations occur.

Previously, you could only see the hour that this action was taking place.

This wasn’t very effective when you wanted to monitor events that only lasted a few hours, such as television programmes, concerts or sports matches.

Research has shown that there has been a 225% increase in dual screening habits, with people using their tablets or phones while watching television programmes.

With many users heading to social sites to express their opinions on shows, actors and advertisements it has become a goldmine of data that researchers, journalists and broadcasters can use to their advantage.


The tale of two screens

We decided to analyze the conversation around last weekend’s I’m a Celebrity Get Me Out of Here final (for those who have never seen the show, the basic premise is to stick celebs in a jungle and make them do horrible and disgusting tasks for food).

By using minute-by-minute charting we could see what elements of the show drove the conversation and could segment this down even further to feature contestants and their popularity.

When looking at the final by hour, we saw a dramatic increase of mentions at 9pm, with the show receiving over 5,000 individual mentions (not including RTs).

Screen Shot 2014-12-10 at 2.24.46 PM

But when you break down the ‘I’m a Celeb’ chatter we can see where the discussions peaked throughout the show.

The biggest spike occurred around 9.50pm, right at the end of the show. This was when the winner – Carl Fogarty AKA Foggy – was announced.

Screen Shot 2014-12-10 at 2.00.29 PM

 

Knowing that this generated the highest response from viewers online would be a great insight for marketers tweeting about the show.

It would allow them to see when tweeters are the most engaged and interact with them directly about their chosen topic of interest.


Segmentation and categories

It was pretty predictable that the announcement of the winner would be the most tweeted about. But, it is the second biggest spike that could have indicated who was the winner of I’m a Celeb in the eyes of the tweeters.

During the show each celebrity had to take part in a ‘bush tucker trial’. It was Foggy’s trial that horrified the viewers the most and caused a rise in conversation. Eating camel’s penis was definitely a shock to the viewers.

Ultimately, this was the moment that saw his mentions soar above those of the other contestants left in the camp.

Screen Shot 2014-12-10 at 2.28.46 PM

Before that, X Factor reject Jake Quickenden was also generating a great deal of support amongst viewers after completing his bush tucker trial.

Knowing that these two celebrities were the most popular is great for the generation of real-time content running alongside the show.

After the announcement of the winner the conversation on the show quickly tailed off. This indicated that the best time to put out content about the show would have been while it was on the air.


Being reactive to popular topics for live events is essential for grabbing the attention of the audience who are always looking for their next television fix.

If you want to know how to get your hands on this new feature and all the others Brandwatch Analytics has to offer, why not get a demo?

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Crimson Hexagon has merged with Brandwatch. You’re in the right place!

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.