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UsE Canvs to understand emotional treNds among specific audience personas

Representing an independent financial services company, a major media agency wanted to understand the Social TV behaviors of Small Business Owners (SBOs) to optimize their client’s ad spend and placement. By using Canvs, the media agency was not only able to determine which programming type SBOs engaged with the most in comparison to the general population, but also identified which networks, series, and time of day emotionally resonated the most with this audience.
 

Key findings

9Percent

SBOs emotionally engage with broadcast programming 9% more than the general population.

CNBC_MSNBC_Logos

For SBOs, MSNBC was the most hated network and CNBC drove the most funny Reactions.

TheVoice_SecretsandLies_Logos

The Voice (S8) was the most loved and Secrets & Lies (S1) was the craziest series for SBOs.

5PM-Graphic

SBOs engage with television the most after business hours (5 p.m.), or on the weekends.

Note: Analysis covers 1/6/15 - 7/6/15


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INTRODUCTION

Everyday, Canvs captures hundreds of thousands of viewer Reactions to TV. Now sitting atop over 500 million Reactions since January 2014, brands and their representatives can leverage Canvs to dig deep into the networks, series, and episodes that emotionally resonate the most with any particular audience persona. Whether planning to target Millennial dads or rock music aficionados, identifying and understanding a target audience’s Social TV tendencies becomes crucial for increasing emotional brand discussion and optimizing ad spend and placement.


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OBJECTIVES

Aggregate a list of SBOs on Twitter to understand their Social TV behaviors.

Identify what kind of programming SBOs react to the most and compare against the general population at large.

Dive deeper to discover which networks, series, and time of day SBOs engage in the most.


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METHODOLOGY

To understand the Social TV behaviors of Small Business Owners, a list of 350 Twitter users who self-identify as small business owners was aggregated. These were users who claimed “I own a small business” in their Twitter bio or used key terms like “#smallbiz.”

Using a six-month framework of January 6 to July 6, 2015, the top five networks and series that SBOs emotionally engaged with the most, as sorted by Reaction volume, were narrowed down. The data was then dissected to identify trends in emotional engagement, both with the target audience and the general population, at large. 

Tweet source: Nielsen. Relevant Tweets captured from three hours before, during,
and three hours after an episode's initial broadcast, local time.


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