In a new report social TV analytics provider SecondSync looked at how connected consumers in the US, UK and Australia watch TV programmes and engage in social chatter.
Key findings also included:
- Real-time interactions: TV-related Facebook interactions happen during the show airing.
- Widespread reach: The scale of TV-related chatter seen on Facebook corresponds to the broad reach of the social network. Shows such as the Sound of Music Live and Breaking Bad generate 7.34 million and 4.47 million audience interactions respectively.
- Multiple interaction opportunities. Posts are most closely aligned to real-time TV ‘events’; the bulk of TV conversations are contained in Comments; Likes have a long tail of engagement.
Andy Littledale, Managing Director of SecondSync, said: “This is the biggest release of Facebook social TV data to date. Our analysis, using SecondSync’s social listening technology and social TV expertise, provides an additional perspective on social TV behaviour, one that draws on Facebook’s rich demographics and broad reach. We are looking forward to working with Facebook to bring this data to market, initially in the UK and US.”
Julie DeTraglia, Senior Vice President, Digital and Broadcast Marketing Research, NBCUniversal, added: “In recent years, tracking TV-related social media conversations has become an important component of our audience research. However, up until now we had no visibility into the ways people were engaging with our shows on Facebook, a broad social platform with tremendous scale. Having access to this new data will allow us to plan our social strategy more effectively and potentially help us understand how social conversations may affect ratings.”
Increasing number of programmes run Facebook sites to drive viewer engagement.