Important facts to know about Social TV data from Bluefin Labs:

• 1. Social Media Data Sources - The Response Level and other Social TV metrics are computed from the top social media data sources including Twitter, Facebook, and thousands of fan forum micro-blogs. Bluefin is also constantly monitoring the evolution of social media sources and adding new sources continuously.
• 2. TV Data Sources - Bluefin's ratings universe for Social TV spans 200+ TV networks. Year-to-date, Bluefin data covers more than 5,300 TV shows and 161,000+ individual TV show airings ("telecasts"). Bluefin also pulls in closed captioning (CC) data and Electronic Programming Guide (EPG) data to make the social-to-TV matching as accurate as possible.
• 3. "Overnight" Data - Bluefin Signals Pulse provides access to "overnight" data. This means that if a show airs on a Monday night, information for that show is available first thing Tuesday morning.
• 4. Airing-Level Data - Data for Bluefin Signals Pulse reflects activity based upon a single TV airing. For example, data for 2 Broke Girls reflects activity from the airing on Monday night at 9:30 PM, not any airing or rebroadcast of 2 Broke Girls in a 24-hour window or multiple airings over the course of a week.
• 5. Data includes all activity +/- 3 hours - Bluefin Signals Pulse starts capturing data for an airing 3 hours before it begins until 3 hours after it ends. This means that for a show airing from 8 PM to 9 PM, our data includes social media comments from 5 PM to midnight. While the vast majority of social media activity happens while a show is on-air, this approach ensures that we capture lead-in buzz and initial lead-out buzz.
• 6. All Dayparts Covered - Signals Pulse covers TV shows in all dayparts (not just Prime Time). Although on many days, Prime Time shows will be most popular.
• 7. All TV Programming Genres Covered - Signals Pulse covers TV shows in all programming genres. There are no missing genres. Sports: check. News: check. Special events: check. All series: check.
• 8. Note About Facebook data - Bluefin only looks at public Facebook data (including public TV-related fan pages). Bluefin does not ever look at any private Facebook data.
• 9. Note About Twitter data - All the Twitter data we source is public, so there's no "private" setting to worry about. The data in Signals Pulse is based on the Twitter "half hose" data feed that allows us to estimate behavior within the full Twitter universe. In addition, Bluefin has access to the Twitter "full hose", which we use to perform coherency checks on our estimates.
• 10. Data Quality Assurance Involves Human Judgment - At Bluefin, data quality assurance involves humans as well as machines. We've built a Machine-Human Learning Loop into our platform so humans can correct machine judgments when necessary. The machines then adjust their algorithms to perform better in the future
• 11. What are the business implications of Target Index? - Since Target Index measures the strength of the social media connection between individual brands (or audiences) and specific shows, it can be used by Advertisers and Agencies to find TV shows that are most relevant for a specific audience profile. It can also be used by TV Networks to support their ad sales team with brand- and audience-specific Social TV data.
• 12. What are the business implications of Show Index? - Since Show Index measures the strength of the social media connection between two TV shows through the audience that comments on both shows, it can be used by Agencies to identify clusters of shows for a comprehensive campaign for specific audiences during the media planning process. It can also be used by TV network marketing departments to find "like audiences" for promo placements.