Social TV Analytics for Broadcasters and Marketers provides an overview of Bluefin Labs and social TV analytics. Bluefin Labs measures social media comments about TV shows, finding huge year-over-year growth in comments for popular reality shows, comedies, and dramas. Bluefin collects TV data from sources like video fingerprinting and closed captioning, along with social media data. This data is analyzed to provide consumer insights, engagement metrics for advertisers, and optimization of promotional placements. Bluefin works with many broadcasters and operators to provide these social TV analytics services.

1. Social TV Analytics for Broadcasters
and Marketers
Bluefin Labs Overview
NAB Futures Summit
Half Moon Bay, CA
Tom Thai
VP, Marketing | Bluefin Labs
tomt@bluefinlabs.com
@eviltomthai (Twitter)
Confidential

2. People Have Always Talked
About TV
Bluefin Labs Proprietary and Confidential 2

3. Now, It Can Be Measured More Than Ever
20M
8,868 Tweets per second
Bluefin Labs Proprietary and Confidential 3

4. Clear Momentum, With Acceleration
“A social layer is something that
viewers... clearly want and it’s also
great for broadcasters. Trending
hashtags... can be a metric for
viewer engagement, a vehicle for
instant feedback, a channel for
reaching people outside broadcast
times and it can provide a great
incentive for watching it live.”
– Eric Schmidt, Executive Chairman, Google
Bluefin Labs Proprietary and Confidential 4

5. A Lot Has Happened In A Year (Reality Shows)
Extreme Makeover: Dancing With the
Home Edition The Biggest Loser Stars
ABC NBC ABC
+802% +412% +408%
Source: Bluefin Labs. Y/Y Growth in social media comments:
2011 season premiere episode vs. 2010 season premiere episode.
Bluefin Labs Proprietary and Confidential 5

6. A Lot Has Happened In A Year (Comedy shows)
Two and a Half Men Glee Modern Family
CBS FOX ABC
+12,227% +756% +449%
Source: Bluefin Labs. Y/Y Growth in social media comments:
2011 season premiere episode vs. 2010 season premiere episode.
Bluefin Labs Proprietary and Confidential 6

7. A Lot Has Happened In A Year (Drama shows)
Fringe Grey’s Anatomy Law & Order: SVU
FOX ABC NBC
+350% +288% +150%
Source: Bluefin Labs. Y/Y Growth in social media comments:
2011 season premiere episode vs. 2010 season premiere episode.
Bluefin Labs Proprietary and Confidential 7

8. How Bluefin Does It
Confidential

9. Bluefin Labs Proprietary and Confidential 9

10. TV data inputs
Video fingerprinting
Closed captioning for TV programs
Electronic Programming
Guide (EPG) data feed
Bluefin Labs Proprietary and Confidential 9

11. Social media data inputs
TV data inputs
Video fingerprinting
Closed captioning for TV programs
Electronic Programming
Guide (EPG) data feed
Bluefin Labs Proprietary and Confidential 9

12. Social media data inputs
TV data inputs
Video fingerprinting
Closed captioning for TV programs
Electronic Programming
Guide (EPG) data feed TV
Genome
Data
Bluefin Labs Proprietary and Confidential 9

13. Social media data inputs
TV data inputs
Video fingerprinting
Closed captioning for TV programs
Electronic Programming
Guide (EPG) data feed TV
Genome
Data
Consumer insights
about TV
Bluefin Labs Proprietary and Confidential 9

14. Social media data inputs
TV data inputs
Video fingerprinting
Closed captioning for TV programs
Electronic Programming
Guide (EPG) data feed TV
Genome
Data
Consumer insights Engagement metrics
about TV for TV ad sales
Bluefin Labs Proprietary and Confidential 9

15. Social media data inputs
TV data inputs
Video fingerprinting
Closed captioning for TV programs
Electronic Programming
Guide (EPG) data feed TV
Genome
Data
Optimization of
Consumer insights Engagement metrics
promo spot
about TV for TV ad sales
placements
Bluefin Labs Proprietary and Confidential 9

16. Bluefin Labs Proprietary and Confidential 10

17. Bluefin Labs Proprietary and Confidential 11

18. Bluefin Labs Proprietary and Confidential 12

19. Bluefin Labs Proprietary and Confidential 13

20. TV Genome Data
115+
TV Networks
11,000+
TV Show Titles
346,000+
TV Telecasts
Bluefin Labs Proprietary and Confidential 14

21. All Done In Partnership With Broadcasters
Bluefin clients among broadcasters and operators:
(We work with brand advertisers and ad agencies as well.
Their logos not shown here.)
Bluefin Labs Proprietary and Confidential 15

22. Thank You!
Email me at tomt@bluefinlabs.com
or tweet at @eviltomthai
Bluefin Labs is hiring! Especially in:
• Sales
• Client Insights & Analytics
• Product Management
Confidential