Nielsen has launched demographic data for its Twitter TV Ratings that will be delivered overnight for programming across more than 250 U.S. TV networks. Age ranges will include 13-17, 18-24, 25-34, 35-54, 55+, and 18-49 and will provide data on the age and gender of both people who tweet (authors) and see tweets (audience) about TV. The news comes as the measurement service released a report today asserting that analysis of 273 broadcast and cable program episodes reveals “broad age and gender distribution across programming”; “significant differences in the age and gender profiles of Tweeters across programming types” and, perhaps unsurprisingly, that “Twitter enables TV networks and advertisers to reach audiences beyond their core demographics.” According to the research, in the U.S. 36 million people tweeted about TV in 2013, while 990 million tweets were sent about TV.
Related: Top Actors in Social Media And What It Means For TV & Movie Marketing
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The IHeartRadio Music Awards harmonized with TV-watching social-media users, with 7.1 million unique Twitter followers — the week’s largest online audience for any show, according to Nielsen’s Twitter TV ratings. Just off the lead was the 140th Kentucky Derby, at almost 6.85 million, and the pay-per-view boxing match between Floyd Mayweather Jr. and Marcos Rene Maidana (6.4 million). It’s the first time in at least three weeks that a show topping the non-sports Twitter TV list also beat out everything in the sports top 10.
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Column: Social media has had a tremendous impact on movie and television marketing, increasing awareness and visibility for a TV show or movie across the globe in a click — a lot clicks — of a button. Some of the best social media teams right now on TV are the two Jimmys — late-night talk hosts Jimmy Fallon and Jimmy Kimmel. These two are in a constant battle for viewers and they really go at each other on social media. Their social engagement across platforms and their understanding of social heralds a new generation of savvy Hollywood stars backed by sophisticated online marketing teams that understand how to push past traditional media to build a tremendous fan base. Increasingly, stars, celebrities and their teams are using social media to extend awareness of their brands — because that is what they have become — online and off, driving ratings and box office as well as bigger fan bases.
These days, a performer’s social media footprint is strongly considered when marketers start strategizing a film’s campaign. Vin Diesel is the current king of social, almost entirely because of the monster presence he’s built on Facebook. In the months since his emotional tribute on FB for his good friend and Fast & Furious co-star Paul Walker who died in a car crash, Diesel has seen his Facebook presence vault from an already whopping 54M likes to 72.3M, according to RelishMix, which tracks social-media engagement by TV shows, films and performers. And in six months, his following has jumped 46%.
Unlike Kimmel and Fallon, Diesel has no team to manage his social profile. He does it entirely on his own. “Vin is a very unique case in that he curates that himself and the voice is authentic and all the posts seem real because they are real,” says Michael Moses, co-president of marketing at Universal Pictures. “He doesn’t have a social-media team. He maintains that. He has an authentic relationship with his fans.” Moses calls it “a higher level of commitment and engagement.” Read More »
2nd UPDATE, 5:42 PM: Trust The Simpsons to go for the big picture when they weighed in on Ellen DeGeneres‘ mega-retweeted Oscars selfie – literally. Today, Homer’s official Twitter feed threw up this perspective on the now famous pic (retweeted more than a record-breaking 3.209 million times so far) from the front row of the 86th Academy Awards. “The ugly true story of that Oscar® selfie can finally be told! Let’s break Twitter again. Look for Bart,” said the tweet. All we can say is Bradley Cooper, be kind. BTW – Ellen and fellow selfie star (and Oscar winner) Jared Leto are helping Homer in his goal: Both retweeted the pic.
UPDATE, SUNDAY PM: In less than an hour, Oscar host Ellen DeGeneres beat President Obama‘s Twitter record for Twitter retweets. Ellen’s on-the-fly pic with Bradley Cooper, Jennifer Lawrence, Brad Pitt, Julia Roberts, Meryl Streep, Kevin Spacey, and more is racking up the Twitter love with over 1M RTs and over 720K favorites and counting. Read More »
Awards ceremony broadcasts may have been changed forever at last night’s Oscars when Ellen DeGeneres took a selfie of herself and a dozen A-listers in the theater. She broke the record for most retweets – 3 million-plus and counting — causing a brief service issue with Twitter. “We just broke Twitter,” DeGeneres announced during ABC’s broadcast of the Oscars after word got out.
Related: Ellen Gets Mixed Reviews For Oscars
“The envelope please … to @TheEllenShow — this is now the most retweeted tweet with over 1 million RTs. Congrats!” chimed in Twitter when DeGeneres’ selfie hit that retweeting threshold. (According to Poptip, a platform that analyzes and synthesizes social conversation in real time, among last night’s Oscar highlights, four of the top 15 phrases about the Oscars were about the Samsung selfie.)
Related: OSCARS: A Selfie-Important Academy Awards Honors Past And Future
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That’s the big question the social media company faces after disappointing usage stats reported yesterday resulted in a massive sell off of its stock. The share price is down nearly 22% in mid-day trading — equal to $7.9B in market value — after it reported last night that domestic monthly active users, at 54M, grew just 2% vs Q3 while international usage was up 4% to 187M. That slower-than expected growth eclipsed the fact that Twitter beat analysts’ revenue and cash flow forecasts, and offered encouraging financial guidance for 2014. CEO Richard Costolo told analysts not to worry: He plans to make Twitter easier to use for people who don’t want to learn the service’s hashtags and other techie symbols. “It’s not just get it in the first weeks and months on Twitter. It’s get it in the first moments, the first day on Twitter,” he said. But Bernstein Research’s Carlos Kirjner, for one, is unimpressed, noting this morning that “current user growth rate is so anemic given the service’s penetration level” that it’s “unwise to assume for investment purposes” that Twitter will see a meaningful turnaround. Sterne Agee’s Arvind Bhatia shares the concern as he downgraded the company to “underperform” noting that the Q4 performances will “raise questions on how mainstream the Twitter platform can be in the long-term.” And BMO Capital Markets’ Daniel Salmon urged clients to exercise “caution” since Twitter “will likely become … Read More »
UPDATED: The winter debut of ABC Family’s Pretty Little Liars is the most-tweeted season premiere in TV history. Tuesday’s debut generated more than 1.3 million tweets by nearly 700,000 contributors, peaking at a rate of 30,000 tweets per minute. The series now accounts for the Top 5 most-tweeted TV series telecasts on record, with eight episodes amassing more than 1 million tweets
Pretty Little Liars ranked as Tuesday’s No. 1 telecast among women 18-34 (900,000), viewers 12-34 (2.1 million) and 12-34 females (1.8 million). It also was the No. 1 cable telecast in primetime in the 18-34 demo. An average of 3.2 million total viewers tuned in to join the search for the person who wanted to kill clique boss Alison, making it the No. 2 original cable telecast in overall audience (3.2 million) — just 100,000 viewers behind BET’s unveiling of Being Mary Jane (3.3 million).
Related: ‘Pretty Little Liars’ Season Finale Sets Ratings, Social Records
Back in August, Pretty Little Liars clocked its biggest summer-finale crowd in viewers 12-34, 18-34, and 18-49, as well as total viewers (3.3 million). In the finale episode, the Liars got a riddle from “A” that sends them to Ravenswood, where one of them disappeared during a magic show, and a shocking discovery proved everything they thought they knew about “A” and the “A-Team” might be wrong and that the Liars may have just started World War A. You had to be there.
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It doesn’t seem like that long ago when Shia LaBeouf was on a fast track to be the next big male movie star. After emerging from the Disney Channel series Even Stevens to become a likeable screen presence on the Project Greenlight TV reality series about the making of the pic The Battle Of Shaker Heights, Michael Bay and Steven Spielberg chose LaBeouf to star in the original Transformers films. He did Disturbia, Oliver Stone’s Wall Street sequel and Spielberg made him heir apparent in the Indiana Jones franchise. I’d read his early interviews in Playboy and other outlets and while LaBeouf was refreshingly honest, you could see he had some rough edges, anger and maybe a self-destructive streak. I always give slack for any child star trying to transition to adulthood, because the landscape is littered with casualties. But LaBeouf’s latest episodes, coupled with an array of arrests over the past few years, seem real cause for concern. Today’s headlines have him bragging about sending a photo of his private parts to Lars von Trier that got him a role in the upcoming porn pic Nymphomaniac, and LaBeouf last night showed misplaced defiance in his ongoing spat with Ghost World creator Daniel Clowes after the actor was accused of plagiarizing Clowes’ work in his short film Howardcantour.com. Last night, LaBeouf ran a legal letter from Clowes’ lawyer on his Twitter account (it seems to have been taken down), responding to the actor’s previous Tweet threatening to rip Clowes off once again in another project. Read More »
The next projects of a hot YouTube star, an Olympic swimmer and a unidirectional boy band, the latest news for Vampire Academy and Fifty Shades Of Grey movies, and the painful shocks of two much-loved actors’ early deaths were among the year’s 20 most retweeted and shared posts from Deadline on our main Twitter feed, @Deadline. Three subjects earned multiple visits to the Top 20: the band One Direction (if you include the Labor Day box office story on their concert movie) and the Vampire Diaries and Fifty Shades films. Here’s No. 1:
Check out the rest of the timeline here: Our Biggest Tweets 2013. Any surprises for you among the Top 20? Read More »
UPDATE, 2:03 PM: It turns out plenty of investors listened to Macquarie Captial analyst Ben Schachter, who downgraded Twitter‘s stock this morning. Shares finished the Friday session down a whopping 13% to $63.75. They had started the day at $73.71 after hitting an all-time high Thursday. Today’s losses push the company’s market cap in one day from $41.6B to $34.7B.
PREVIOUS, 8:42 AM: Twitter‘s market value increased by $11 billion just seconds after its stock began trading on the New York Stock Exchange on November 7, when the IPO launched at $26 a share. The social media darling has almost tripled that opening price and hasn’t really looked back — until today. Macquarie Captial analyst Ben Schachter lowered his rating on the stock from “neutral” to “underperform”, cooling the share price by more than 6% so far in morning trading. According to Bloomberg, the downgrade isn’t because Schachter isn’t a believer — he just believes “nothing has changed over the last 15 days to justify the rise in valuation.” He had initiated coverage December 11 with a $46 price target, and Twitter shares ended yesterday at almost $75 a pop. Bloomberg says that valued the company at $41.6 billion — bigger than Big Media heavyweights like Time Warner Cable and Viacom. Investors still put a higher value on new media companies like Yahoo and Facebook, and for Twitter the Street is bullish on mobile ad sales, a major driver of the stock to date for a company that has yet to turn a profit. Read More »
Twitter‘s co-founder, who’s also CEO of Square Inc, joins immediately and will stand for election at the March 18 annual meeting. He seems to be filling a Silicon Valley seat on the board: Disney notes that JLABS CEO Judith Estrin — a former Chief Technology Officer for Cisco Systems — will not be on the ballot. She joined the Disney board in 1998, and the company’s corporate governance guidelines limit directors’ tenure to 15 years. “Jack Dorsey is a talented entrepreneur who has helped create groundbreaking new businesses in the social media and commerce spaces,” Disney CEO Bob Iger says. The entertainment giant’s strategic priorities “include utilizing the latest technologies and platforms to reach more people and to enhance the relationship we have with our customers.” A fun fact for trivia fans: On March 21, 2006, Dorsey posted Twitter’s first tweet, which was, “just setting up my twttr.” He was Twitter CEO until 2008, when he became chairman. The following year he co-founded Square, which develops digital payments processes including an iPad point-of-sale system, and an application that enables consumers to use their mobile devices to pay for goods and services.
Related: Disney’s Bob Iger Made $34.3M In 2013, -14.7%
4TH UPDATE: Issuing a statement to South African newspaper The Star and ABC News, SA-born PR pro Justine Sacco apologized for the offensive AIDS Tweet that led to her firing from IAC over the weekend: “Words cannot express how sorry I am, and how necessary it is for me to apologize to the people of South Africa, who I have offended due to a needless and careless tweet. There is an AIDS crisis taking place in this country, that we read about in America, but do not live with or face on a continuous basis. Unfortunately, it is terribly easy to be cavalier about an epidemic that one has never witnessed firsthand.
“For being insensitive to this crisis – which does not discriminate by race, gender or sexual orientation, but which terrifies us all uniformly – and to the millions of people living with the virus, I am ashamed.
“This is my father’s country, and I was born here. I cherish my ties to South Africa and my frequent visits, but I am in anguish knowing that my remarks have caused pain to so many people here; my family, friends and fellow South Africans. I am very sorry for the pain I caused.”
3RD UPDATE, SATURDAY PM: Justine Sacco has been swiftly sacked by Barry Diller‘s IAC a day after posting her controversial AIDS Tweet. “The … Read More »
Deadline Financial Editor David Lieberman and host David Bloom talk with Chris DeWolfe, CEO of SGN Games and former CEO and co-founder of MySpace, about the very big and very quickly evolving businesses of online video games and social media. The Davids also talk about the creepy-cool future of TV that is just around the corner and why Ernst & Young thinks most of Hollywood isn’t ready for it; and the maturation into major players by two long-time little guys, Lionsgate, which is offering its first quarterly dividend, and Hulu, which generated $1 billion in revenues in 2013
Deadline Big Media episode 64 (.MP3 version)
Deadline Big Media episode 64 (.M4A version)
The .M4A version of this podcast is designed to run on any device using Apple’s iTunes software, and includes enhanced graphics and links to stories and other resources. The .MP3 version of this podcast is designed to play on virtually any device capable of playing digital audio.
To hear past episodes of “Deadline Big Media,” go here. You can also subscribe to the podcast on iTunes, on Deadline’s SoundCloud page, and on the iOS app AGOGO. If you are using non-iTunes software to listen to the podcast with “podcatcher” software, you can … Read More »