Which TV dramas generate most word of mouth? Lucan gets most social buzz

01/10/2014

The show Lucan on newly launched ‘ITV Encore’ was the biggest generator of word-of-mouth buzz on UK TV in the past 3 months, according to new research.

For the first time Nielsen and Keller Fay have combined data that shows which TV dramas are the most productive / efficient for TV advertisers to target in order to generate word-of-mouth.

Instead of simply targeting the shows with the highest volume of people within a certain demographic, with this new dataset advertisers can now target the shows with the most people likely to talk about brands in their day-to-day lives – clearly a far more effective approach.

Word-of-Mouth (WOM) is a hugely sought-after organic effect of advertising. Nielsen has therefore combined TV audience figures from BARB with Keller Fay’s multi-channel brand advocacy data to show which programmes’ audiences are the most likely to generate WOM and naturally discuss brands in-person, online, over social media and over the phone.

Advertisers and media buyers can then target programmes not only based on demographic information and volume, but also based on the audiences’ propensity to discuss brands.

The unique dataset shows that Lucan on ITV’s newly launched ‘ITV Encore’ has the most WOM-productive audience of all peak time drama programmes.

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Source: Nielsen BARB / TalkTrack® Fusion, Q2 2014

“Age & gender are still highly important TV metrics, but being able to blend this with powerful new insights on how to reach those individuals that talk about your product and brands is where the data really comes to life,” says James Oates, Nielsen UK’s head of media. “With this new integrated data set TV advertisers and media buyers are able to better understand how they can extend their brand messages organically and also align sponsorship messages in a more meaningful way.”

Steve Thomson, Managing Director, Keller Fay UK added, “brands are increasingly seeking to maximise the social impact of their advertising. Key to this is the ability to reach people who are active talkers in both the real world and online.”

www.nielsen.com

www.kellerfay.com

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