Article for second screen TV shows
Research on how effective it is : report1 & report2
“Between 60-70% of people, when they’re watching TV, also have a second screen device, such as a laptop, an iPad, or a mobile device.” So the reasoning is that since most of people have second device on hand and people love to talk with friends about the show they just saw, why not put them online and let them interact with the show directly?
So most of the TV show producers choose twitter as the media to let people talk. The advantages of twitter includes that it is fast paced and most importantly, the producers and advertisers can get instant feedback from the discussion generated online. The show such as america idols that is designed to generate heat discussion would be a great fit for this kind of idea.
However, the fact is that second screen idea is not that appealing to the audience in US. The report shows the following findings:
- Only 42% of U.S. adults have actually tried to watch designated “second screen” content on their phones, and only 13% said synchronized second screen content made TV viewing more enjoyable, according to a survey from the Consumer Electronics Association and the National Association Of Television Program Executives.
- More than 50% users access synchronous Second Screen content during commercials, stressing opportunity to provide content easily and quickly during commercial airtime.
- More than 60% users accessing synchronized content agree it is fun to use, that it makes them feel more connected to the shows they are watching and offers valuable information. The data provides need to expand Second Screen initiatives across larger programming base.
So it seems that second screen lacks popular appeals and not so many TV shows are doing this, hence, customers are not used to do it too. I love the idea of watching TV shows and discussing your thought with people, but how many people will be there on the platform and how they can design a more user-friendly app or website to guide through the viewers to have great experiences is the KEY!
One of the biggest questions you hear when talking about social media is – What is my return on investment? How do I quantify the engagement on social networks? Twitter has started to answer this question in regards to measuring engagement with television programming. Twitter has recently partnered with Nielson SoundScan to quantify the value of social engagement around television shows.
According to Nielson SoundScan, approximately 300 million tweets were made about television in the first quarter of 2013. Their analysis found that tweets drive up television viewership by up to 29%.
In a partnership with Twitter, Nielson has launched Twitter TV Ratings which analyzes the following:
- Tweets – Tweets ascribed to a linear TV episode.
- Unique Authors – Unique Twitter accounts that have sent at least one Tweet ascribed to a specific TV episode.
- Impressions – The number of times any Tweets ascribed to a TV episode were seen.
- Unique Audience – The total number of distinct Twitter accounts accruing at least one impression of one or more different Tweets ascribed to a TV episode.
With viewers now watching content via online streaming, DVR, and other platforms, actual viewership numbers are not always indicative of the popularity of a show. This data from Nielson gives the television industry another metric to assess their return on investment in producing original content.
This data is also valuable for Twitter. Twitter is able to sell promotional content through Twitter Amplify, letting an advertiser promote their product to users who are live tweeting about a show, and would have just seen their commercial on television. Television producers and live broadcasters can push out relevant content to their viewers in a timely fashion, increasing engagement with their program. As the Nielsen data has shown, this increase in engagement will likely increase television viewership as a user’s followers tune in.
It is likely other industries will find similar ways to assess and utilize the data provided from Twitter engagement. This partnership with the television industry is a great step in quantifying the engagement generated and corresponding data from social media.