CBS’s Chief Research Officer Dave Poltrack Downplays Social TV

written by: Richard Kastelein

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shutterstock 54186943Ed Keller, Author of the book, The Face-to-Face Book, penned a piece over at Shelly Palmer's site on CBS’s Chief Research Officer Dave Poltrack addressing the UBS Annual Global Media and Communications Conference

Then, in what might have been a surprise to the investors in the audience, Poltrack made this strong statement: “However, the real action is not online – it is still face-to-face.” And the correlation statistics he shared bear this out.

To begin, Poltrack cited Keller Fay data when he told the audience that 90 percent of all daily conversations about television are offline with 80 percent being face-to-face conversations. Only 2.7 percent are online conversations utilizing social media sites. That part of the story has been told before.

But this part was new and never before released. When close to 50 TV shows that have aired this fall are analyzed, the correlation between Keller Fay’s WOM metrics and the Nielsen Live+7 ratings was a strong 0.784.

In short from the author of the piece Ed Keller,:

In short, the Poltrack presentation to UBS sheds further light on the differences between online and offline conversation. Online buzz represents a relatively small slice of the conversation – conversations that in and of themselves do not reflect what’s being talked about in the real world. The real world conversations are highly correlated to outcomes – in this case, ratings. Online measurement alone is insufficient. What is needed is a broad-based measurement system that integrates online plus offline conversations to give the TV industry and the advertisers it serves a truer picture of the size and scope of the entirety of social conversation around TV. In other words, we need a “total social” metric if we truly want to understand social TV.

Sounds like they need Bluefin Labs meets Nielsen  - wait...  Twitter already owns them and Twiter is in bed with Comcast NBCU. And Nielsen and NBCU go way back.

Sorry CBS.

 

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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