CCTV-Sofres and Sina Weibo create the first micro-blog rating Index

January 9 Afternoon news, CCTV-Sofres Media Research Co., Ltd. (CSM) and Sina Weibo reached strategic cooperation, will jointly launch the micro-blog rating index, for television media from the social spread of the dimensions of program evaluation, marketing communications to provide standardized analysis tools.

It is reported that the strategic cooperation between the two sides will be based on the advantages of their own resources, around the Sina Weibo discussion data, promote the micro-blog ratings and other standardized products, combined with TV program data, for the television media industry comprehensive and in-depth analysis of television program social communication effect and the full media dissemination integration effect provides quantitative data support.

Weibo ratings and platform products will be pushed over the year

The core product of the strategic cooperation between Sina Weibo and CSM is the micro-blogging rating index. Referring to international standards, the index provides a standardized statistical analysis of the amount of discussion on TV programs and the scale of users in Sina Weibo, providing more effective, systematic and standardized support for the spread, marketing and evaluation of TV programs on Weibo.

"China is only a year behind the US in social media television, and is only six months late than Europe," said Xu Lijun, director of the Marketing review department of CCTV's editorial office. The latest developments in China and the Global Television program survey industry are basically synchronized. "CSM general manager Chen Joe said:" CCTV-Sofres early research and application results will provide a solid foundation for the implementation of this strategic cooperation. CCTV-Sofres's foreign parent company Kantar Media and Twitter have developed strategic cooperation in this area in Europe, and will provide a wealth of experience and technical support for CSM's collaboration with Sina Weibo. ”

In order to facilitate the television industry on television program viewers watching behavior and Sina Weibo discussion of a comparative analysis, the two sides will also jointly introduce standardized analysis software products. CSM Deputy general manager Sho Jianbing said, in addition to providing the industry with a micro-BO data quantitative analysis of standards and platforms, the two sides will also jointly borrow to explore the TV ratings and micro-blog discussion of the deep relationship between the heat, the two sides will focus on audience ratings and micro-blog discussions between the interaction and role of the continued, In-depth research.

Xu Lijun that Internet elements, shared social topics and extensive interaction should be the starting point and standard for a successful television program. He also hoped that the cooperation between CCTV-Sofres and Sina Weibo would provide a comprehensive, practical and versatile TV program analysis and Evaluation tool for the television market, which would supplement the existing ratings assessment and reflect the value and influence of TV media in social media.

Research shows that ratings are positively correlated with microblogging discussions

Social communication is the new trend of the development of TV media both at home and abroad, and it is also the hot spot that TV industry and social media pay close attention to. In international markets, research by media agencies on the relationship between social media and television ratings shows that 95% of all social public discussions about television are from Twitter, and that the increase in the number of tweets on a given TV program can boost ratings over nearly 1/3 of the time.

In the domestic market, television program ratings and micro-blog discussion of the Heat also shows a positive correlation. Sina Weibo data show that last summer's "Crazy Arts Season" attracted 77 of programs, on Sina Weibo, the total discussion volume of about 500 million, of which the "good voice of China," the highest number of discussions in the top, in the ratings also always lead. A joint issue of the 2013-season broadcast TV variety show program and micro-blog discussion of the white Paper shows that the "Happy Boys" micro-blog discussion in the "V-god program" launched a week after the launch of nearly one times, ratings also ushered in the first peak after the premiere.

The analysis also shows that the tendency of the topic of Weibo is also closely related to the ratings. September 27 "Happy boys" finals that night, its ratings reached the highest peak since the premiere, this day's microblog topic, positive and neutral topic number of the highest proportion. Professor Jin Bin, party secretary of the School of Journalism and Communication, Tsinghua University, said: With regard to measuring the influence of TV programs on micro-blogging, whether in the production of micro-blogging content or the dissemination and consumption of micro-blogging content, the design of research and measurement indicators should take into account a number of other factors, in addition to taking into account the quantity factors, To get meaningful results. ”

The development of TV and micro-blogging has become a trend

Sina Weibo official data show that in Sina, the official microblogging network of television stations, television channels and more than 7,000, the most influential @ CCTV News one year reading volume nearly 20 billion times. With the rise of the whole media, the interaction between TV industry and social media is more frequent and diversified, social media represented by Sina Weibo will play a more important role in the spread of TV programs. Weibo not only affects the content of TV programs, but also becomes an important platform for the interaction between TV programs and viewers.

Over the past year, the development of TV programmes and micro-blogs has been characterized by diversity, and various types of TV programmes, such as arts, sports, TV dramas and news, have cooperated in various forms. According to Sina Weibo, "Oriental Dream Show" not only in the broadcast through the mouth and subtitles to guide the audience to participate in micro-blog discussions, but also through the # Life Model # and other topics to discuss the promotion of the program on the Micro-blog heat. TV series "Little Dad" also through the micro-Bo on the # Dazzle Father Competition # and other activities to attract more viewers. In the news live program, the content of the microblog is often cited by the moderator.

Sina Weibo revealed that the introduction of micro-Blog rating index is Sina Weibo this year and the television industry cooperation strategy of the first step. Sina Weibo will work with Jiangsu Satellite TV to build the world's first network of social reality show "millions of fans" to open the TV3.0 new era. At the same time Sina Weibo will also build an integrated television field microblogging service platform, marketing platform, business model, improve the micro-BO TV service platform.

Sina Senior Vice president, Micro Bo Business Department general manager Wang Gaofei said, micro-Bo more than 500 million of the user size, to the micro-blog ratings to provide a large number of data support, the television program multidimensional evaluation, so as to achieve the TV station, advertisers, viewers and micro-Bo platform for the total win. In the future, TV stations are expected to enhance the influence of communication through the analysis of television ratings and micro-blogging ratings; Advertisers can more effectively make advertising decisions, improve ROI; Viewers are no longer faced with "choice anxiety" when they choose television, and for Sina Weibo, they can provide a better user experience. Bring more fun to users.