Wednesday, February 4, 2015

The Impact of #SocialTV On Consumers and Advertisers

This morning at the second day of The Media Insights & Engagement Conference in San Diego, Erika Faust, Client Service at Nielsen Social spoke to us about the impact of social TV on consumers and brands today.

According to Nielsen’s research, one quarter of social media users are aware of programming because of social TV.  Understanding social TV and the brand chatter taking place.

In the last six months of 2014, according to Faust, there were 433 million tweets about TV.  The research shows that consumers enjoy chatting about TV while they are watching their favorite shows. Faust said that there’s also a lot of chatter going on around brands. In fact, the research shows that there were 335 million tweets about brands.

So, how do these relate to one another?

The overlap between the populations is large, according to Faust. In fact, 59 percent of brand authors also tweet about TV. But, TV authors are sending four times as many tweets about brands than people who only tweet about brands. So, if an advertiser is looking to engage with people who amplify their brands, these people are a really good audience to target.

Meanwhile, TV authors have three times as many followers compared to authors that tweet only about brands. You are sitting on a valuable asset for your advertisers.


About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

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