Slide 1

Evaluating content
in real time
Ross Williams
Ipsos MediaCT

How it works…
 Respondents download the MobiLive
app.
 Reminder to watch the relevant live
content
 Rate content through chat, questions,
competitions and Mobitrace.
 Receive instant, aggregated feedback
on content.
 Enhances enjoyment of content,
rather than distracting from it.

2011 Academy Awards
 Live Oscar viewing party, using Lumi
Mobile technology.
 During live broadcast on ABC. All
respondents from USA.
 Over 100 respondents from pre-show
to best picture award.
 Valuable insight into the show, and into
ad recall/opinion on ABC shows.
 Participation using touch screens
on Nokia, Android and Apple
smartphones/tablets.

The Mobilive Academy Awards App

Learnings from the party
 Respondents willing to
spend more time doing
surveys on their
smartphones…
 88% say MobiLive made
watching the show more
enjoyable.
 92% say interactive apps
would make them more
likely to watch live TV
events.

Dancing With The Stars – Season Premiere

AppCast
Mobile Chat/Research
March 21, 2011

Project Specifications
 Mobile chat and survey conducted by Ipsos Media CT using Lumi
Mobile’s AppCast technology.

 Conducted during the live season 12 premiere of Dancing with the
Stars on Monday, March 21, 2011 from 8pm-10pm ET/7pm – 9pm
CT.
 Pre show questions began 15 minutes prior to program start. Post
show questions fielded for 10 minutes after show end.
 ~60 Adults 18-49 (75% Female, 25% Male) participated. Fairly even
split of heavy (5+ seasons) and lighter (Under 5 seasons) past
viewers.
 Respondents participated in chat and answered questions using their
touch screen on Nokia, Android and Apple smartphones/tablets.

A third indicated the programme exceeded their
expectations
6%

35%

Exceeded my
expectations
Met my expectations

59%
Would you say the premiere of DANCING WITH THE STARS exceeded, met or fell below your
expectations?
(asked after the show)
N=63

Nearly all indicated they would be back next
week

66%

I will definitely watch

29%

I will more than likely watch

I will watch if I happen to come across
it

5%

I will watch only if someone else wants
to

0%

I will definitely not watch

0%

How much effort will you make to watch DANCING WITH THE STARS next week?
(asked post show)
N=62

Nearly all felt the AppCast made the programme
more enjoyable…

85%

89%

said it made the show
more enjoyable

said they would be more
likely to watch live programming
using this technology

Thank you
Ross Williams
[email protected]
t: 020 8861 8041
m: 07881 913 086


Slide 2

Evaluating content
in real time
Ross Williams
Ipsos MediaCT

How it works…
 Respondents download the MobiLive
app.
 Reminder to watch the relevant live
content
 Rate content through chat, questions,
competitions and Mobitrace.
 Receive instant, aggregated feedback
on content.
 Enhances enjoyment of content,
rather than distracting from it.

2011 Academy Awards
 Live Oscar viewing party, using Lumi
Mobile technology.
 During live broadcast on ABC. All
respondents from USA.
 Over 100 respondents from pre-show
to best picture award.
 Valuable insight into the show, and into
ad recall/opinion on ABC shows.
 Participation using touch screens
on Nokia, Android and Apple
smartphones/tablets.

The Mobilive Academy Awards App

Learnings from the party
 Respondents willing to
spend more time doing
surveys on their
smartphones…
 88% say MobiLive made
watching the show more
enjoyable.
 92% say interactive apps
would make them more
likely to watch live TV
events.

Dancing With The Stars – Season Premiere

AppCast
Mobile Chat/Research
March 21, 2011

Project Specifications
 Mobile chat and survey conducted by Ipsos Media CT using Lumi
Mobile’s AppCast technology.

 Conducted during the live season 12 premiere of Dancing with the
Stars on Monday, March 21, 2011 from 8pm-10pm ET/7pm – 9pm
CT.
 Pre show questions began 15 minutes prior to program start. Post
show questions fielded for 10 minutes after show end.
 ~60 Adults 18-49 (75% Female, 25% Male) participated. Fairly even
split of heavy (5+ seasons) and lighter (Under 5 seasons) past
viewers.
 Respondents participated in chat and answered questions using their
touch screen on Nokia, Android and Apple smartphones/tablets.

A third indicated the programme exceeded their
expectations
6%

35%

Exceeded my
expectations
Met my expectations

59%
Would you say the premiere of DANCING WITH THE STARS exceeded, met or fell below your
expectations?
(asked after the show)
N=63

Nearly all indicated they would be back next
week

66%

I will definitely watch

29%

I will more than likely watch

I will watch if I happen to come across
it

5%

I will watch only if someone else wants
to

0%

I will definitely not watch

0%

How much effort will you make to watch DANCING WITH THE STARS next week?
(asked post show)
N=62

Nearly all felt the AppCast made the programme
more enjoyable…

85%

89%

said it made the show
more enjoyable

said they would be more
likely to watch live programming
using this technology

Thank you
Ross Williams
[email protected]
t: 020 8861 8041
m: 07881 913 086


Slide 3

Evaluating content
in real time
Ross Williams
Ipsos MediaCT

How it works…
 Respondents download the MobiLive
app.
 Reminder to watch the relevant live
content
 Rate content through chat, questions,
competitions and Mobitrace.
 Receive instant, aggregated feedback
on content.
 Enhances enjoyment of content,
rather than distracting from it.

2011 Academy Awards
 Live Oscar viewing party, using Lumi
Mobile technology.
 During live broadcast on ABC. All
respondents from USA.
 Over 100 respondents from pre-show
to best picture award.
 Valuable insight into the show, and into
ad recall/opinion on ABC shows.
 Participation using touch screens
on Nokia, Android and Apple
smartphones/tablets.

The Mobilive Academy Awards App

Learnings from the party
 Respondents willing to
spend more time doing
surveys on their
smartphones…
 88% say MobiLive made
watching the show more
enjoyable.
 92% say interactive apps
would make them more
likely to watch live TV
events.

Dancing With The Stars – Season Premiere

AppCast
Mobile Chat/Research
March 21, 2011

Project Specifications
 Mobile chat and survey conducted by Ipsos Media CT using Lumi
Mobile’s AppCast technology.

 Conducted during the live season 12 premiere of Dancing with the
Stars on Monday, March 21, 2011 from 8pm-10pm ET/7pm – 9pm
CT.
 Pre show questions began 15 minutes prior to program start. Post
show questions fielded for 10 minutes after show end.
 ~60 Adults 18-49 (75% Female, 25% Male) participated. Fairly even
split of heavy (5+ seasons) and lighter (Under 5 seasons) past
viewers.
 Respondents participated in chat and answered questions using their
touch screen on Nokia, Android and Apple smartphones/tablets.

A third indicated the programme exceeded their
expectations
6%

35%

Exceeded my
expectations
Met my expectations

59%
Would you say the premiere of DANCING WITH THE STARS exceeded, met or fell below your
expectations?
(asked after the show)
N=63

Nearly all indicated they would be back next
week

66%

I will definitely watch

29%

I will more than likely watch

I will watch if I happen to come across
it

5%

I will watch only if someone else wants
to

0%

I will definitely not watch

0%

How much effort will you make to watch DANCING WITH THE STARS next week?
(asked post show)
N=62

Nearly all felt the AppCast made the programme
more enjoyable…

85%

89%

said it made the show
more enjoyable

said they would be more
likely to watch live programming
using this technology

Thank you
Ross Williams
[email protected]
t: 020 8861 8041
m: 07881 913 086


Slide 4

Evaluating content
in real time
Ross Williams
Ipsos MediaCT

How it works…
 Respondents download the MobiLive
app.
 Reminder to watch the relevant live
content
 Rate content through chat, questions,
competitions and Mobitrace.
 Receive instant, aggregated feedback
on content.
 Enhances enjoyment of content,
rather than distracting from it.

2011 Academy Awards
 Live Oscar viewing party, using Lumi
Mobile technology.
 During live broadcast on ABC. All
respondents from USA.
 Over 100 respondents from pre-show
to best picture award.
 Valuable insight into the show, and into
ad recall/opinion on ABC shows.
 Participation using touch screens
on Nokia, Android and Apple
smartphones/tablets.

The Mobilive Academy Awards App

Learnings from the party
 Respondents willing to
spend more time doing
surveys on their
smartphones…
 88% say MobiLive made
watching the show more
enjoyable.
 92% say interactive apps
would make them more
likely to watch live TV
events.

Dancing With The Stars – Season Premiere

AppCast
Mobile Chat/Research
March 21, 2011

Project Specifications
 Mobile chat and survey conducted by Ipsos Media CT using Lumi
Mobile’s AppCast technology.

 Conducted during the live season 12 premiere of Dancing with the
Stars on Monday, March 21, 2011 from 8pm-10pm ET/7pm – 9pm
CT.
 Pre show questions began 15 minutes prior to program start. Post
show questions fielded for 10 minutes after show end.
 ~60 Adults 18-49 (75% Female, 25% Male) participated. Fairly even
split of heavy (5+ seasons) and lighter (Under 5 seasons) past
viewers.
 Respondents participated in chat and answered questions using their
touch screen on Nokia, Android and Apple smartphones/tablets.

A third indicated the programme exceeded their
expectations
6%

35%

Exceeded my
expectations
Met my expectations

59%
Would you say the premiere of DANCING WITH THE STARS exceeded, met or fell below your
expectations?
(asked after the show)
N=63

Nearly all indicated they would be back next
week

66%

I will definitely watch

29%

I will more than likely watch

I will watch if I happen to come across
it

5%

I will watch only if someone else wants
to

0%

I will definitely not watch

0%

How much effort will you make to watch DANCING WITH THE STARS next week?
(asked post show)
N=62

Nearly all felt the AppCast made the programme
more enjoyable…

85%

89%

said it made the show
more enjoyable

said they would be more
likely to watch live programming
using this technology

Thank you
Ross Williams
[email protected]
t: 020 8861 8041
m: 07881 913 086


Slide 5

Evaluating content
in real time
Ross Williams
Ipsos MediaCT

How it works…
 Respondents download the MobiLive
app.
 Reminder to watch the relevant live
content
 Rate content through chat, questions,
competitions and Mobitrace.
 Receive instant, aggregated feedback
on content.
 Enhances enjoyment of content,
rather than distracting from it.

2011 Academy Awards
 Live Oscar viewing party, using Lumi
Mobile technology.
 During live broadcast on ABC. All
respondents from USA.
 Over 100 respondents from pre-show
to best picture award.
 Valuable insight into the show, and into
ad recall/opinion on ABC shows.
 Participation using touch screens
on Nokia, Android and Apple
smartphones/tablets.

The Mobilive Academy Awards App

Learnings from the party
 Respondents willing to
spend more time doing
surveys on their
smartphones…
 88% say MobiLive made
watching the show more
enjoyable.
 92% say interactive apps
would make them more
likely to watch live TV
events.

Dancing With The Stars – Season Premiere

AppCast
Mobile Chat/Research
March 21, 2011

Project Specifications
 Mobile chat and survey conducted by Ipsos Media CT using Lumi
Mobile’s AppCast technology.

 Conducted during the live season 12 premiere of Dancing with the
Stars on Monday, March 21, 2011 from 8pm-10pm ET/7pm – 9pm
CT.
 Pre show questions began 15 minutes prior to program start. Post
show questions fielded for 10 minutes after show end.
 ~60 Adults 18-49 (75% Female, 25% Male) participated. Fairly even
split of heavy (5+ seasons) and lighter (Under 5 seasons) past
viewers.
 Respondents participated in chat and answered questions using their
touch screen on Nokia, Android and Apple smartphones/tablets.

A third indicated the programme exceeded their
expectations
6%

35%

Exceeded my
expectations
Met my expectations

59%
Would you say the premiere of DANCING WITH THE STARS exceeded, met or fell below your
expectations?
(asked after the show)
N=63

Nearly all indicated they would be back next
week

66%

I will definitely watch

29%

I will more than likely watch

I will watch if I happen to come across
it

5%

I will watch only if someone else wants
to

0%

I will definitely not watch

0%

How much effort will you make to watch DANCING WITH THE STARS next week?
(asked post show)
N=62

Nearly all felt the AppCast made the programme
more enjoyable…

85%

89%

said it made the show
more enjoyable

said they would be more
likely to watch live programming
using this technology

Thank you
Ross Williams
[email protected]
t: 020 8861 8041
m: 07881 913 086


Slide 6

Evaluating content
in real time
Ross Williams
Ipsos MediaCT

How it works…
 Respondents download the MobiLive
app.
 Reminder to watch the relevant live
content
 Rate content through chat, questions,
competitions and Mobitrace.
 Receive instant, aggregated feedback
on content.
 Enhances enjoyment of content,
rather than distracting from it.

2011 Academy Awards
 Live Oscar viewing party, using Lumi
Mobile technology.
 During live broadcast on ABC. All
respondents from USA.
 Over 100 respondents from pre-show
to best picture award.
 Valuable insight into the show, and into
ad recall/opinion on ABC shows.
 Participation using touch screens
on Nokia, Android and Apple
smartphones/tablets.

The Mobilive Academy Awards App

Learnings from the party
 Respondents willing to
spend more time doing
surveys on their
smartphones…
 88% say MobiLive made
watching the show more
enjoyable.
 92% say interactive apps
would make them more
likely to watch live TV
events.

Dancing With The Stars – Season Premiere

AppCast
Mobile Chat/Research
March 21, 2011

Project Specifications
 Mobile chat and survey conducted by Ipsos Media CT using Lumi
Mobile’s AppCast technology.

 Conducted during the live season 12 premiere of Dancing with the
Stars on Monday, March 21, 2011 from 8pm-10pm ET/7pm – 9pm
CT.
 Pre show questions began 15 minutes prior to program start. Post
show questions fielded for 10 minutes after show end.
 ~60 Adults 18-49 (75% Female, 25% Male) participated. Fairly even
split of heavy (5+ seasons) and lighter (Under 5 seasons) past
viewers.
 Respondents participated in chat and answered questions using their
touch screen on Nokia, Android and Apple smartphones/tablets.

A third indicated the programme exceeded their
expectations
6%

35%

Exceeded my
expectations
Met my expectations

59%
Would you say the premiere of DANCING WITH THE STARS exceeded, met or fell below your
expectations?
(asked after the show)
N=63

Nearly all indicated they would be back next
week

66%

I will definitely watch

29%

I will more than likely watch

I will watch if I happen to come across
it

5%

I will watch only if someone else wants
to

0%

I will definitely not watch

0%

How much effort will you make to watch DANCING WITH THE STARS next week?
(asked post show)
N=62

Nearly all felt the AppCast made the programme
more enjoyable…

85%

89%

said it made the show
more enjoyable

said they would be more
likely to watch live programming
using this technology

Thank you
Ross Williams
[email protected]
t: 020 8861 8041
m: 07881 913 086


Slide 7

Evaluating content
in real time
Ross Williams
Ipsos MediaCT

How it works…
 Respondents download the MobiLive
app.
 Reminder to watch the relevant live
content
 Rate content through chat, questions,
competitions and Mobitrace.
 Receive instant, aggregated feedback
on content.
 Enhances enjoyment of content,
rather than distracting from it.

2011 Academy Awards
 Live Oscar viewing party, using Lumi
Mobile technology.
 During live broadcast on ABC. All
respondents from USA.
 Over 100 respondents from pre-show
to best picture award.
 Valuable insight into the show, and into
ad recall/opinion on ABC shows.
 Participation using touch screens
on Nokia, Android and Apple
smartphones/tablets.

The Mobilive Academy Awards App

Learnings from the party
 Respondents willing to
spend more time doing
surveys on their
smartphones…
 88% say MobiLive made
watching the show more
enjoyable.
 92% say interactive apps
would make them more
likely to watch live TV
events.

Dancing With The Stars – Season Premiere

AppCast
Mobile Chat/Research
March 21, 2011

Project Specifications
 Mobile chat and survey conducted by Ipsos Media CT using Lumi
Mobile’s AppCast technology.

 Conducted during the live season 12 premiere of Dancing with the
Stars on Monday, March 21, 2011 from 8pm-10pm ET/7pm – 9pm
CT.
 Pre show questions began 15 minutes prior to program start. Post
show questions fielded for 10 minutes after show end.
 ~60 Adults 18-49 (75% Female, 25% Male) participated. Fairly even
split of heavy (5+ seasons) and lighter (Under 5 seasons) past
viewers.
 Respondents participated in chat and answered questions using their
touch screen on Nokia, Android and Apple smartphones/tablets.

A third indicated the programme exceeded their
expectations
6%

35%

Exceeded my
expectations
Met my expectations

59%
Would you say the premiere of DANCING WITH THE STARS exceeded, met or fell below your
expectations?
(asked after the show)
N=63

Nearly all indicated they would be back next
week

66%

I will definitely watch

29%

I will more than likely watch

I will watch if I happen to come across
it

5%

I will watch only if someone else wants
to

0%

I will definitely not watch

0%

How much effort will you make to watch DANCING WITH THE STARS next week?
(asked post show)
N=62

Nearly all felt the AppCast made the programme
more enjoyable…

85%

89%

said it made the show
more enjoyable

said they would be more
likely to watch live programming
using this technology

Thank you
Ross Williams
[email protected]
t: 020 8861 8041
m: 07881 913 086


Slide 8

Evaluating content
in real time
Ross Williams
Ipsos MediaCT

How it works…
 Respondents download the MobiLive
app.
 Reminder to watch the relevant live
content
 Rate content through chat, questions,
competitions and Mobitrace.
 Receive instant, aggregated feedback
on content.
 Enhances enjoyment of content,
rather than distracting from it.

2011 Academy Awards
 Live Oscar viewing party, using Lumi
Mobile technology.
 During live broadcast on ABC. All
respondents from USA.
 Over 100 respondents from pre-show
to best picture award.
 Valuable insight into the show, and into
ad recall/opinion on ABC shows.
 Participation using touch screens
on Nokia, Android and Apple
smartphones/tablets.

The Mobilive Academy Awards App

Learnings from the party
 Respondents willing to
spend more time doing
surveys on their
smartphones…
 88% say MobiLive made
watching the show more
enjoyable.
 92% say interactive apps
would make them more
likely to watch live TV
events.

Dancing With The Stars – Season Premiere

AppCast
Mobile Chat/Research
March 21, 2011

Project Specifications
 Mobile chat and survey conducted by Ipsos Media CT using Lumi
Mobile’s AppCast technology.

 Conducted during the live season 12 premiere of Dancing with the
Stars on Monday, March 21, 2011 from 8pm-10pm ET/7pm – 9pm
CT.
 Pre show questions began 15 minutes prior to program start. Post
show questions fielded for 10 minutes after show end.
 ~60 Adults 18-49 (75% Female, 25% Male) participated. Fairly even
split of heavy (5+ seasons) and lighter (Under 5 seasons) past
viewers.
 Respondents participated in chat and answered questions using their
touch screen on Nokia, Android and Apple smartphones/tablets.

A third indicated the programme exceeded their
expectations
6%

35%

Exceeded my
expectations
Met my expectations

59%
Would you say the premiere of DANCING WITH THE STARS exceeded, met or fell below your
expectations?
(asked after the show)
N=63

Nearly all indicated they would be back next
week

66%

I will definitely watch

29%

I will more than likely watch

I will watch if I happen to come across
it

5%

I will watch only if someone else wants
to

0%

I will definitely not watch

0%

How much effort will you make to watch DANCING WITH THE STARS next week?
(asked post show)
N=62

Nearly all felt the AppCast made the programme
more enjoyable…

85%

89%

said it made the show
more enjoyable

said they would be more
likely to watch live programming
using this technology

Thank you
Ross Williams
[email protected]
t: 020 8861 8041
m: 07881 913 086


Slide 9

Evaluating content
in real time
Ross Williams
Ipsos MediaCT

How it works…
 Respondents download the MobiLive
app.
 Reminder to watch the relevant live
content
 Rate content through chat, questions,
competitions and Mobitrace.
 Receive instant, aggregated feedback
on content.
 Enhances enjoyment of content,
rather than distracting from it.

2011 Academy Awards
 Live Oscar viewing party, using Lumi
Mobile technology.
 During live broadcast on ABC. All
respondents from USA.
 Over 100 respondents from pre-show
to best picture award.
 Valuable insight into the show, and into
ad recall/opinion on ABC shows.
 Participation using touch screens
on Nokia, Android and Apple
smartphones/tablets.

The Mobilive Academy Awards App

Learnings from the party
 Respondents willing to
spend more time doing
surveys on their
smartphones…
 88% say MobiLive made
watching the show more
enjoyable.
 92% say interactive apps
would make them more
likely to watch live TV
events.

Dancing With The Stars – Season Premiere

AppCast
Mobile Chat/Research
March 21, 2011

Project Specifications
 Mobile chat and survey conducted by Ipsos Media CT using Lumi
Mobile’s AppCast technology.

 Conducted during the live season 12 premiere of Dancing with the
Stars on Monday, March 21, 2011 from 8pm-10pm ET/7pm – 9pm
CT.
 Pre show questions began 15 minutes prior to program start. Post
show questions fielded for 10 minutes after show end.
 ~60 Adults 18-49 (75% Female, 25% Male) participated. Fairly even
split of heavy (5+ seasons) and lighter (Under 5 seasons) past
viewers.
 Respondents participated in chat and answered questions using their
touch screen on Nokia, Android and Apple smartphones/tablets.

A third indicated the programme exceeded their
expectations
6%

35%

Exceeded my
expectations
Met my expectations

59%
Would you say the premiere of DANCING WITH THE STARS exceeded, met or fell below your
expectations?
(asked after the show)
N=63

Nearly all indicated they would be back next
week

66%

I will definitely watch

29%

I will more than likely watch

I will watch if I happen to come across
it

5%

I will watch only if someone else wants
to

0%

I will definitely not watch

0%

How much effort will you make to watch DANCING WITH THE STARS next week?
(asked post show)
N=62

Nearly all felt the AppCast made the programme
more enjoyable…

85%

89%

said it made the show
more enjoyable

said they would be more
likely to watch live programming
using this technology

Thank you
Ross Williams
[email protected]
t: 020 8861 8041
m: 07881 913 086


Slide 10

Evaluating content
in real time
Ross Williams
Ipsos MediaCT

How it works…
 Respondents download the MobiLive
app.
 Reminder to watch the relevant live
content
 Rate content through chat, questions,
competitions and Mobitrace.
 Receive instant, aggregated feedback
on content.
 Enhances enjoyment of content,
rather than distracting from it.

2011 Academy Awards
 Live Oscar viewing party, using Lumi
Mobile technology.
 During live broadcast on ABC. All
respondents from USA.
 Over 100 respondents from pre-show
to best picture award.
 Valuable insight into the show, and into
ad recall/opinion on ABC shows.
 Participation using touch screens
on Nokia, Android and Apple
smartphones/tablets.

The Mobilive Academy Awards App

Learnings from the party
 Respondents willing to
spend more time doing
surveys on their
smartphones…
 88% say MobiLive made
watching the show more
enjoyable.
 92% say interactive apps
would make them more
likely to watch live TV
events.

Dancing With The Stars – Season Premiere

AppCast
Mobile Chat/Research
March 21, 2011

Project Specifications
 Mobile chat and survey conducted by Ipsos Media CT using Lumi
Mobile’s AppCast technology.

 Conducted during the live season 12 premiere of Dancing with the
Stars on Monday, March 21, 2011 from 8pm-10pm ET/7pm – 9pm
CT.
 Pre show questions began 15 minutes prior to program start. Post
show questions fielded for 10 minutes after show end.
 ~60 Adults 18-49 (75% Female, 25% Male) participated. Fairly even
split of heavy (5+ seasons) and lighter (Under 5 seasons) past
viewers.
 Respondents participated in chat and answered questions using their
touch screen on Nokia, Android and Apple smartphones/tablets.

A third indicated the programme exceeded their
expectations
6%

35%

Exceeded my
expectations
Met my expectations

59%
Would you say the premiere of DANCING WITH THE STARS exceeded, met or fell below your
expectations?
(asked after the show)
N=63

Nearly all indicated they would be back next
week

66%

I will definitely watch

29%

I will more than likely watch

I will watch if I happen to come across
it

5%

I will watch only if someone else wants
to

0%

I will definitely not watch

0%

How much effort will you make to watch DANCING WITH THE STARS next week?
(asked post show)
N=62

Nearly all felt the AppCast made the programme
more enjoyable…

85%

89%

said it made the show
more enjoyable

said they would be more
likely to watch live programming
using this technology

Thank you
Ross Williams
[email protected]
t: 020 8861 8041
m: 07881 913 086


Slide 11

Evaluating content
in real time
Ross Williams
Ipsos MediaCT

How it works…
 Respondents download the MobiLive
app.
 Reminder to watch the relevant live
content
 Rate content through chat, questions,
competitions and Mobitrace.
 Receive instant, aggregated feedback
on content.
 Enhances enjoyment of content,
rather than distracting from it.

2011 Academy Awards
 Live Oscar viewing party, using Lumi
Mobile technology.
 During live broadcast on ABC. All
respondents from USA.
 Over 100 respondents from pre-show
to best picture award.
 Valuable insight into the show, and into
ad recall/opinion on ABC shows.
 Participation using touch screens
on Nokia, Android and Apple
smartphones/tablets.

The Mobilive Academy Awards App

Learnings from the party
 Respondents willing to
spend more time doing
surveys on their
smartphones…
 88% say MobiLive made
watching the show more
enjoyable.
 92% say interactive apps
would make them more
likely to watch live TV
events.

Dancing With The Stars – Season Premiere

AppCast
Mobile Chat/Research
March 21, 2011

Project Specifications
 Mobile chat and survey conducted by Ipsos Media CT using Lumi
Mobile’s AppCast technology.

 Conducted during the live season 12 premiere of Dancing with the
Stars on Monday, March 21, 2011 from 8pm-10pm ET/7pm – 9pm
CT.
 Pre show questions began 15 minutes prior to program start. Post
show questions fielded for 10 minutes after show end.
 ~60 Adults 18-49 (75% Female, 25% Male) participated. Fairly even
split of heavy (5+ seasons) and lighter (Under 5 seasons) past
viewers.
 Respondents participated in chat and answered questions using their
touch screen on Nokia, Android and Apple smartphones/tablets.

A third indicated the programme exceeded their
expectations
6%

35%

Exceeded my
expectations
Met my expectations

59%
Would you say the premiere of DANCING WITH THE STARS exceeded, met or fell below your
expectations?
(asked after the show)
N=63

Nearly all indicated they would be back next
week

66%

I will definitely watch

29%

I will more than likely watch

I will watch if I happen to come across
it

5%

I will watch only if someone else wants
to

0%

I will definitely not watch

0%

How much effort will you make to watch DANCING WITH THE STARS next week?
(asked post show)
N=62

Nearly all felt the AppCast made the programme
more enjoyable…

85%

89%

said it made the show
more enjoyable

said they would be more
likely to watch live programming
using this technology

Thank you
Ross Williams
[email protected]
t: 020 8861 8041
m: 07881 913 086