Tuesday, February 23, 2016

How the Social TV Landscape is Evolving

Photo by Pierre Bouillot

During the Media Insights & Engagement Conference earlier this month, Erika Faust, SVP, Client Service, Nielsen Social, presented "The Evolving Social TV Landscape." 

Why does social media matter for TV? According to Erika:
- Social TV corresponds with audience engagement through total earned activity.
- Social TV relates to TV ratings through the differences by social network.
- Social TV benefits advertisers through paid media.

Here are additional insights she shared on the social TV transformation:

- Social networking is growing. 60% of smartphone and tablet owners use devices while watching TV at least once a week.

- Minute-by-minute fans respond to linear TV. Twitter activity has a strong (79.5%) correlation to neurological engagement, a signal of general audience engagement. Social activity spikes during live airings.

- Authors that tweet about programs can drive earned media for advertisers. 

- Social activity could help signal TV premiere success. Twitter data helps anticipate 5 out of 10 new series premieres for 18-34 audiences. 

- Linear drives most tweets about TV today. 92% of tweets from streaming and linear group are about linear programs.

Stay turned for more conference highlights!

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com. 

No comments: