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Canadian companies Havas Media and Seevibes announce they have devised the SRP — Social Rating Point, a new indicator to measure the ability of a TV show to generate social engagement.
Havas Media wanted to understand this phenomenon better to innovate in its recommendations to clients. Havas Media has partnered with Seevibes — the leader in measuring the social TV audience — to quantify the social resonance of TV shows and compare it with the Mediamétrie assessment of the show’s audience.
“With the digital, all media touch points can become points of sales,” said Yves Del Frate, Deputy Director General, Havas Media France.
The SRP is the ratio between the number of social interactions measured on the Twitter social network and on official Facebook pages compared to the size of the audience of the show. It is expressed as a percentage. Havas Media’s TV planning is thus socially optimized by the use of this new indicator, which complements the traditional metrics of power and cost.
With Socialyse and its social expertise, Havas Media and Seevibes can offer ad hoc methods that synchronize TV and social network campaigns to boost clients’ brands with optimized social TV media planning content.
SRP = (number of social interactions / TV ratings) x 100
Example: 10 SRP = an average 10% of the TV audience responded socially on Twitter or Facebook with one message on average per participant, or 5% of the TV audience responded socially on Twitter or Facebook with 2 messages on average per participant.
Right now, three out of every four television viewers in Canada regularly use a second screen (tablet , smartphone, desktop) while watching. One out of every five internet users regularly discusses TV shows live on social networks. The number of interactions related to TV programs increased by more than 100% between 2012 and 2013.Havas Media is the media division of Havas, the sixth largest communications group worldwide. Seevibes is the Canadian leader in measuring Social TV audiences. Its aim is to provide data to help improve social media campaigns and foster the growth of advertising revenue, analysing and categorising the billions of messages posted by viewers on social media about their favourite shows.