TV Ratings vs. Social Media Engagement Big Social Data Analytics of the Scandinavian TV Talk Show Skavlan Larsen, Henrikke Hovda; Forsberg, Johanna Margareta; Hemstad, Sigrid Viken; Mukkamala, Raghava Rao; Hussain, Abid; Vatrapu, Ravi Document Version Final published version Published in: Proceedings - 2016 IEEE International Conference on Big Data, Big Data 2016 Publication date: 2016 License CC BY-NC-ND Citation for published version (APA): Larsen, H. H., Forsberg, J. M., Hemstad, S. V., Mukkamala, R. R., Hussain, A., & Vatrapu, R. (2016). TV Ratings vs. Social Media Engagement: Big Social Data Analytics of the Scandinavian TV Talk Show Skavlan. In R. Ak, G. Karypis, Y. Xia, X. T. Hu, P. S. Yu, J. Joshi, L. Ungar, L. Liu, A-H. Sato, T. Suzumura, S. Rachuri, R. Govindaraju, & W. Xu (Eds.), Proceedings - 2016 IEEE International Conference on Big Data, Big Data 2016 (pp. 3849-3858). [7841058] IEEE. 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Sep. 2021 2016 IEEE International Conference on Big Data (Big Data) TV Ratings vs. Social Media Engagement: Big Social Data Analytics of the Scandinavian TV Talk Show Skavlan Henrikke Hovda Larsen1, Johanna Margareta Forsberg1, Sigrid Viken Hemstad 1, Raghava Rao Mukkamala1, Abid Hussain1 and Ravi Vatrapu1,2 1Centre for Business Data Analytics, Copenhagen Business School, Denmark 2Westerdals Oslo School of Arts, Comm & Tech, Norway {rrm.itm, rv.itm}@cbs.dk Abstract—This paper explores the relationship between TV have taken place in society, which sometimes cause debates viewership ratings for Scandinavian’s most popular talk show, after the show, most of which is related to the criticism of Skavlan and public opinions expressed on its Facebook page. The Fredrik Skavlan’s interview technique. The most recent major research aim is to examine whether the activity on social media affects the number of viewers per episode of Skavlan, how the criticism the talk show received was after the interview of viewers are affected by discussions on the Talk Show, and whether a Swedish right-wing politician who has been getting large this creates debate on social media afterwards. By analyzing media attention in both Sweden and Norway for his party’s TV viewer ratings of Skavlan talk show, Facebook activity and extreme immigration policy [2], [3]. text classification of Facebook posts and comments with respect to type of emotions and brand sentiment, this paper identifes A. Research Question patterns in the users’ real-world and digital world behaviour. The aim of this research work is to examine whether the Index Terms—Television Viewer Behaviour, Skavlan Talk Show, Big Social Data, Facebook, Big Data Analytics, Text activity on social media affects the number of viewers per Classification, Social Set Analysis episode of Skavlan, but also how the viewers are affected by discussions on the Talk Show, and whether this creates debate I. INTRODUCTION on social media afterwards. Based on this, we seek to answer TV shows can use social media in several ways to promote the following research question: their show by advertising upcoming episodes through posts or What type of relationship exists between activity on by sharing clips from the shows. In addition, viewers can ac- Skavlan’s FB wall (likes, shares, comments) and the tively participate by sharing their impressions and reviews after number of viewers per episode? watching an episode or share their expectations beforehand, To answer this research question we will look closer into which other viewers can respond to in real time. Comments, selected events, or episodes, that particularly stand out in shares and likes on social media may direct other people’s terms of viewing figures and FB activity and examine how the attention to the show and thereby increase the interest of the selected events help describe the relationship between activity TV show. The participation on social media can also be seen as on the FB wall of Skavlan and the number of viewers per a contributor to the public sphere as people get to express their episode. thoughts and feelings and thereby contribute to the discussion The outline of this paper is as follows; Sec.II contains that originated from the TV show. This main purpose of this the theoretical concepts that supports the understanding of the research is to take a closer look at the activity on FB in relation problem formulation and research question. In sec. III, we to the numbers of viewers of a TV show by conducting visual provide a brief overview of related work, where in the Sec.IV, and text analysis of the business and social data. the methodology is presented with more in-depth explanation The TV show that has been chosen for this research is one of the procedure of the entire data analysis process, from data of the most popular talk shows in Norway and Sweden, which collection to the actual analytics. Sec.VI provides an overview is called Skavlan Talk Show (Skavlan). It is shown at the best of results, divided into meaningful facts, actionable insights airtime in both countries and are viewed by over 2 million and valuable outcomes. Finally in Sec. VIII, we conclude the people on average. Skavlan is hosted by the famous Norwegian paper and provide directions into future research. journalist Fredrik Skavlan and produced by Monkberry AS II. CONCEPTUAL FRAMEWORK which is owned by Fredrik Skavlan himself [1]. The show offers interviews with some of the world’s most well-known A. Cultivation Theory personalities in the commercial, social and political worlds. According to cultivation theory, the television plays a great The interviews address topics and people of current interest, role in socialisation and everyday information sharing inde- as well as questioning controversial events and statements that pendent of what culture people belong to, which have a great 978-1-4673-9005-7/16/$31.00 ©2016 IEEE 3849 impact on how we see the world [4]. Education and religion social media engagements in organizational contexts. Thus, had previously a greater influence on social trends, however, practitioners need to grasp the different phases consumers go now the television is a major source of story, images and through before they make a purchase. This work will not focus messages sharing. The story telling has always been a part on classifying viewers in the different phases of the purchasing of the human life and from ancient times stories used to be decision process, but of interest is to look further into the told old face to face from one person to another. That is affective stage in terms of what emotions, attitudes and brand different from the mass consumption of stories we receive sentiments are created on Facebook in debates following TV through televisions’ news, drama, and advertising today caused shows. The role of emotions will be elaborated on further in by the television accessibility and availability to the masses. the next subsection. Stories shape the way the society perceives things and the Social Media Analytics: Social media analytics concern way we think and relate to objects, which is important to collection, storage, analysis and reporting of social data de- consider, as most of the realities created on the television are riving from the social media engagement of and social media not based on real facts but on speculations. Thus, cultivation conversation about the organization [8]. Social media gener- theory implies that exposure to television, over time, affects ates enormous amounts of data which is highly unstructured the viewers’ perception of reality. The more television you and popularly called big data. There are various challenges watch, the more likely you are to perceive the social world as to leveraging social data for business purposes, in terms of resembling the world illustrated on television, in terms of the technological, scientific, operational and managerial issues, as most common and recurrent messages of the TV world. well as training deficiencies. Especially the task of extracting meaningful and actionable information in a timely manner, due B. Dual Screening to the unstructured nature of the data, proves challenging for Dual screening is the act of using another electronic device many organizations. There are also critical challenges with while watching TV, or to put it differently, the act of watching how social data can be combined and integrated with the one screen by holding another. The shift from the traditional existing data of an organization and the relevance of social television watching towards dual screening is due to the rise of data on key performance indicators. digital technology and the increase of internet-enabled devices, Social Media Management: The third and last critical com- such as smartphones, tablets, and laptops [5]. stresses that ponent of social business, social media management, focuses dual screening can be used as an opportunity for marketers on the operational issues, managerial challenges and com- to promote their goods as dual screen interactivity