TV Media to Promise Marketers Wider Audience Linked to Word-of-Mouth

TV media companies have a lot at stake when it comes to understanding their audiences. Convincing people to watch their programs and discuss the TVgroupviewingcontent with friends and family members can increase audience size and improve media company standing with advertisers. New research is shedding light on exactly how people are sharing their thoughts about TV programming these days.

How Chatter Matters in TV Viewing, is the title of a 2012 study issued by CTAM. Analysts were particularly interested in discovering how much influence social media has on TV discussions versus other types of consumer communications.

It turns out that the majority of consumer discussion about TV viewing (62%) happens live and in-​person with others who are watching the same programming in the same room. Not surprisingly, younger viewers report a significant interaction rate through social media. About 47% of 18–34 year olds text about TV and 40% of consumers in this age group also post on Facebook regarding TV. Consumers generally talk about TV during or right after a show airs. However, up to half of the activity can occur before the programming takes place. The study also revealed that 83% of social media TV interactions take place a day after a show airs.

And what about content type? Live sports, (35%), generate the most activity during a program. After a show ends, consumers talk about movies (39%) and drama (37%) – perhaps postponing their discussions because they don’t want to interrupt their viewing enjoyment.

Media companies will likely continue to track this information and perhaps roll out their own social media efforts to get consumers talking and to increase their audience number.

[Sources: How Chatter Matters in TV Viewing. CTAM​.com 2012. Web. 7 Jan. 2013; Friedman, Wayne. TV Talk Strongest in Face-​to-​Face Exchanges. Mediapost​.com. 28 Dec. 2012. Web. 8 Jan. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.