Marketers and consumers are accustomed to hearing about the social aspect of TV viewing and its connection to Twitter. But, a report from SecondSync – Watching With Friends, suggests that real-time interaction between viewers, Facebook and TV is taking place at a high enough rate to attract marketer attention and advertising budgets.
The SecondSync study looked at audience behavior while consumers watched specific TV programs and came up with the following generalizations:
- 25% of TV audiences for some shows are posting content on Facebook that is related to the show while watching the show
- 80% of Facebook content related to TV shows is posted from a mobile device
- 60% of Facebook content about a show is posted when the show airs
The ages of consumers who use Facebook while watching and discussing TV content break out as:
- Ages 13–24 30%
- Ages 25–34 30%
- Ages 35–44 20%
- Ages 45–54 12%
- Age 55+ 9%
Marketers should also know that varying types of TV programs generate different types of Facebook activity. For example, drama viewers tend to wait until the end of a show to post most of their comments. On the other hand, competition shows inspire Facebook users to post comments as new performers take center stage. A similar pattern is obvious during sporting events. When a particularly exciting play is made, interactions on Facebook spike.
The results of this study should encourage marketers to consider how they are allocating their social advertising budgets and to determine whether running Facebook ads during specific TV events will help them increase visibility and revenue.
Have you run joint TV-Facebook promotions? If so, have these promotions been successful for you?