SecondSync study: 60% of TV-related Facebook interactions happen in real-time

BreakingBad650

SecondSync, a leading provider of social TV analytics solutions in the U.K., joined forces with Facebook to produce a first of its kind global study tracking TV conversation in the U.S., U.K., and Australia.

The findings provide a view of how people in those areas watch TV programs and engage on Facebook. The statistics were pulled from aggregated and anonymized data to protect privacy:

  • Facebook is showing the ability to be a real-time platform, as 60 percent of TV-related Facebook interactions happen during the show airing.
  • The scale of TV-related chatter on Facebook corresponds to the reach of the social network.
  • 80 percent of TV-related chatter on Facebook is generated from mobile devices
  • The study also revealed patterns of engagement and types of interaction on Facebook across TV genres, demographics and geographies – program by program. For example: Dramas generate the highest bookend pattern while films generate the most consistent peaks in engagement.

The study examined how TV audiences engage with shows using four different types of Facebook interaction: posts, comments, likes and shares. Each type exhibited distinct repeating patterns of engagement that were consistent across the TV schedules.

unnamed-1

Julie DeTraglia, Senior Vice President, Digital and Broadcast Marketing Research, at NBCUniversal, said in a press release::

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.

Demographics and minute level data generated in this study came from a sample of high profile, predominantly prime-time shows, which aired between September 2013 and January 2014 in the UK, US and Australia. Chatter distribution statistics came from a study of 1,500 prime-time U.K. TV shows, broadcast between Sept.1, 2013 and Sept. 15, 2013.

The number of individuals engaging with shows in real-time on Facebook accounted for a significant proportion of the TV audience when compared with ratings data. In some cases, this was almost a quarter of the TV audience. For example:

  • The Breaking Bad finale saw 24 percent of its audience interacting on Facebook, with nearly 4.5 million Facebook interactions.
  • The Walking Dead saw nearly 6.7 million interactions, 67 percent of which came from likes.

Fred Leach, Facebook’s Head of Measurement R&D and Partnerships, said this in a press release:

This has valuable marketing implications, demonstrating trends by demographic and how mobile has become the key method of engagement.

unnamedAccess the full white paper here.

Top image courtesy of the Breaking Bad Facebook page.

Social Media 101

Mediabistro Course

Social Media 101

Get hands-on social media training for beginners in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will teach you the best practices to be successful on social. Register now!

 

Leave a Reply

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Search Marketing Analyst

Greater Than One, Inc.
New York, NY

SEM Manager - Bilingual

Creative Circle
Miami, FL

Vice President of Technology

Emerald Media Group
Eugene, OR

SEO Manager - Bilingual

Creative Circle
Miami, FL

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Also from Inside Network:   AppData - Facebook & iOS Application Stats   PageData - Engagement Data on Facebook Pages   Facebook Marketing Bible   Inside Network Research
 
home | site map | advertising/sponsorships | about | careers | contact us | help courses | browse jobs | freelancers | events | forums | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us