Weibo Television Index beta version, jointly created by CCTV – Sofres Media and Weibo, has been released recently, providing insights of audiences’ reviews on television programs.
Following international standards, this index makes standardized statistical analysis on the amount of discussions on TV programs and user scale on Weibo, providing a more effective, systematic and standardized data support for TV programs’ communication, marketing and evaluation on Weibo, in order to create fame and influence of television programs and user coverage of the “official” indicators and data on Weibo.
At the same time, the index will also enable program marketers and researchers gain full amount of analytical data of television influence on social media, in addition to the sample survey indicators of TV ratings, which makes the assessment on program more effectively and improves ROI and dissemination.
Xiaojian Bing, the deputy general manager of CSM, said, “Weibo TV Index”, as the first stage product of the overall cooperation between CSM and Weibo, is a primarily presentation for TV program to realize its standardization of Weibo data.
With the continuous improvement of products, TV program and Weibo data will realize the uniqueness of the application and integration as well as tools’ unity, facilitating the active data adoption and application of television media, program operators and other organizations in overall design and operation of the program.
Integration of Social Big Data and Television Studies
Dong Wenjun, the operation director of Weibo, said that, with the acceleration of network integration as well as the development of social media, television programs has integrated with social media more in-depth. Currently, many television programs hope to have a comprehensive program evaluation system to promote multi-screen linkage propagation, and analyze the audiences insights. The launch of Weibo television is expected to provide more references for TV programs.
Weibo Television Index is based on the discussion of television program on Weibo. It emphasizes on the influence and audience coverage. With large data computing and system optimization of keywords to calculate the page views, the quantity and frequency of mentions of the corresponding TV programs on Weibo. The in-depth analysis of the data will further shows what is hot and the characteristics of people who discuss such a TV program on Weibo..
In order to assess the influence of TV program on Weibo in a more comprehensive and accurate way, Weibo Television Index begins calculating the data of mention and reading on Weibo six hours before the TV show. With continuous computation for 24 hours, the algorithm not only ensures comprehensiveness of the data, but also prevents interference due to historical objectivity.
Weibo TV Index is classified into Daily Ranking and Weekly Ranking, representing a certain television program’s popularity on daily and weekly basis, providing each program with a corresponding index. The current release Weibo TV Index covers more than twenty domestic television programs with great concern. In the future, the assessment scope of the index will gradually be extended to TV plays, sports programs, etc, providing diversified program type with assessment data.
The First Social TV Effect Standardization Measurement
Foreign survey shows that about a quarter of the audience are talking about the TV programs that they are watching on social media. In the domestic market, according to CSM survey, in Beijing, Shanghai, Guangzhou, and Shenzhen, more than 50% of the audience choose to publish all relevant discussion on Weibo in 2013.
According to the plan, based on the Weibo TV Index, the two sides will conduct hotspot analysis on a regular basis and publish research findings and white paper with integration of data regularly.
Innovative ways to boost network linkage(network linkage means TV and internet service each other)
Facing the change of audience’s behavior of watching what kind of program, the television industry increasingly focuses on Weibo and other social media to expand their program’s influence. Weibo data show that, by January 2014, over 7,000 official TV related Weibo accounts get registered and certified.
