Havas Media and Seevibes introduce new social TV measurement
Havas Media and Seevibes have partnered to introduce a new measurement for the social media resonance of TV programs called Social Rating Point (SRP) to compare against traditional TV measurements.
The SRP is a measure of social interactions a show generates on Twitter and Facebook expressed as a percentage of the audience. Havas and Seevibes offer this methodology in a release:
SRP = (number of social interactions / TV ratings) x 100
Under the system, a rating of 10 SRP indicates that 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 two messages on average per participant.
According to the release, three out of four Canadian television viewers use a tablet, smartphone or laptop regularly while watching TV, and one out of five internet users regularly discusses TV shows on social networks as they’re airing.
Havas Media wanted to understand this phenomenon better to improve its recommendations to clients, with the new indicator set to complement traditional audience metrics, according to the statement.
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