MIPCOM 2013: Facebook to share data with TF1 and Canal+
Parent Category: | 08-10-2013
Social network Facebook has continued with its international social TV strategy and will share data with French TV groups TF1 and Canal+.
After establishing similar partnerships with US and UK TV channels, Facebook will enable both French TV groups to get access to analysis tools helping to understand the comments about their TV shows published by the 26 million users of the social network in France.
Facebook boasts 1.15 billion active users worldwide and estimates being the first vector of interaction with television, with comments on programmes three to five times higher than on other platforms, even Twitter. In France, 52% of those commenting TV programmes on the Web were doing it on Facebook, according to an Orange-Terrafemina study.
TF1 and affiliates such as TMC and HD1, and Canal+ group (i-Télé, D8, D17, etc) will thus know better the age and gender profiles along with the localisation of the people commenting on TV shows with the business benefit of enabling the channels to better determine advertising targets.
Commenting on the development, Dan Rose, Facebook VP in charge of Partnerships, said the network was the new "machine à café [for] online, real-time and global. It’s driving conversations about TV with greater intensity and engagement than ever before,” he said while talking in a keynote yesterday in Cannes. “A few years ago, when social media intersected with television… this was considered a really big deal,” said Rose. “Today though, the intersection of social media and television is a given. The second screen is changing the way we talk about TV. Recent data suggests that two-thirds of tablet/smartphone owners use second screens multiple times a week.”
In addition to TF1 and Canal+, Facebook’s partners include Esporte Interativo, Star, CBC, Food Network, Channel 4, ProSieben and Discovery.
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