Social TV is VivaKi’s proprietary real time solution that allows us to discover the most trending TV content and topics. The product offers in-depth analysis on top performing shows in the social space, with detailed insights for brands to utilize. Now that the Ramadan 2015 TV schedule is in full swing, so are the conversations around this month’s shows.

Brands have long recognized the value of word of mouth and its powerful ability to influence and alter people’s behavior and choices. Adequately measuring its impact, however, has always been a challenge. Today, with the emergence of the ‘social living room’, consumer conversations surrounding TV programs are further amplified, providing marketers with an additional planning metric: social currency. In parallel, brands looking to sponsor, integrate, or explore messaging opportunities – and even those who don’t – need to actively listen, understand and analyze conversations. The reason for this is simple: we live in an ultra-connected world where content is floating and shared 24/7. The Middle East, in particular, is a region where there is certainly no shortage of content authors who are eager to engage, join and share. This presents several opportunities for brands to create more meaningful content, in real time, delivered at scale and in an agile manner.

First-week results highlight several shifts in social media conversations and interactions with prime-time Ramadan shows and series, as consumers increasingly move from reactive to proactive engagement. They are playing a larger part in the social living room, immersing themselves in content co-creation, critique and character-building for these shows. True to tradition, comedy, drama and humanitarian content garner the most buzz among consumers, who are actively and emotionally engaging in controversial debates and conversations generated by either the shows or the topics they tackle.