Viewers are looking for more meaningful interaction with the shows they watch.
Stars/celebrities are taking an active role in social media.
Content producers are trying to engage viewers in new ways
Among people aged 18-34, the most active social networkers, social media buzz is most closely aligned with TV ratings for the premiere of a show. A few weeks prior to a show’s premiere, a nine percent increase in buzz volume correlates to a one percent increase in ratings among this group. As the middle of the season approaches and then the finale, the correlation is slightly weaker, but still significant, with a 14 percent increase in buzz corresponding to a one percent increase in ratings.
At the genre level, 18-34 year-old females showed significant buzz-to-ratings relationships for reality programs (competition and non-competition), comedies and dramas, while men of the same age saw strong correlations for competition realities and dramas.
http://summify.com/story/To4NifXQRG-GAUJI/blog.nielsen.com/nielsenwire/online_mobile/the-relationship-between-social-media-buzz-and-tv-ratings/
The recent MTV Video Music Awards garnered the highest ratings in the show’s history. It also set a new high water mark for concurrent tweeting: VMA-related tweets came in at 8,868 per second while the program aired. Although it’s tempting to draw a line between the awards show’s high ratings and the audience’s enthusiastic social engagement, there is no real way to determine if ratings drove the Twitter bus, Twitter drove ratings or the two were in separate busses that happened to be on the same road at the same time.
right now more of a value add: “Advertisers want to come along because we’re packaging the cross platform experience.”
bravo thinks it helps first time ratings: he said that engaging users with second screen experiences increases viewership during a program’s first airing. Rather than recording programming and watching it later, viewers watch programs during the premier broadcast in order to participate in the ongoing second-screen conversation. “People want to meet in real time and talk about it as it is happening.”
According to Hsia, Bravo’s social experiments drove 10 percent ratings growth.
ight not be a single metric, comparable to a Nielsen rating, on which networks and brands can rely.
“You can’t forget the interactive element,” she said. “There may not be a simple apples to apples way to measure the impact of social media on ratings.”
http://www.digiday.com/stories/can-social-tv-drive-ratings-points/
hink about how you’ll measure the growth of the online community as well as show viewership. Look at quantitative metrics such as followers or retweets, but also observe more qualitative engagement like conversation sentiment. You may also be looking at other factors such as an increase in traffic to online or offline retail outlets for ancillary products such as merchandise or DVDs.
Do you have access to talent? Will that talent engage viewers as themselves or as their characters? What online owned media channels can you leverage? Does the show already have a Twitter account? Finally, archival footage, brand partners and physical venues can also become weapons in your intermedia arsenal.
Uncovered in all that data is a “statistically significant relationship” between online buzz and television ratings. When TV viewers, particularly those under 35 years, buzz online – tweeting, friending, liking, sharing, etc. - about TV shows the ratings go up, slightly. A 9% increase in online buzz about a program’s premiere yields a 1% ratings increase. As a program’s run progresses to finale more buzz (14%) is necessary to pump up that 1% in ratings.
No comments:
Post a Comment