News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Television promotions for new shows continue to outperform social media
While social media may be becoming an increasingly important part of watching television, traditional television promotions continue to be more effective than social media in the decision of which new show to watch, according to the findings of a Council for Research Excellence study.
One in six television viewers now use social media during prime time and half of their social media usage is related to what they are watching on television.
However, when it comes to what drives television viewers to check out new shows, it is television that piques their interest. Just 6.8% of television viewers were prompted to view a new show after seeing something on social media, compared with almost 40% prompted by a show promotion on television.
In the case of returning shows television promotions also outstripped social with 9% saying they had seen a promotion or commercial for a returning show on television versus 3.3% who had seen a show's return on social media.
However, according to the research, "social media is twice as effective for attracting viewers to new shows (6.8%) as returning shows (3.3%) and that social media usage peaks around show premieres."
"Social media definitely has become established as a 'second-screen' for a select group of viewers," said Beth Rockwood, senior VP of market resources, Discovery Communications and chair of the CRE Social Media Committee in a statement. "Social marketing seems effective in generating conversation around new season premieres, particularly with certain genres of programming."
The study 'Talking Social TV 2' is a follow-up to the Council for Research Excellence's 2013 'Talking Social TV' study.
Image via Shutterstock
- Facebook launches Event ads to appear in Newsfeeds
- UK: Online Christmas shopping to exceed £13 billion
- Top 3 retail tips to personalize across channels
- Expert Advice: Use in-store techniques to sell online
- Twitter helps agency campaigns take off with Flight School
- Top 3 tips to improve employee productivity
- Retailers: Why you need live online assistance for the 2014 holidays
- Top 3 tips to create better transactional email messages
Featured White Papers
- The Truth About Cloud Security
"Security" is the number one issue holding business leaders back from the cloud. But does the reality match the perception?...
- 5 Ways to Personalize Beyond the Subject Line
Many marketers are still using batch and blast tactics for their emails and are often limited in their personalization efforts...
- How to Maximize, Manage, and Measure Organic Search
Organic search delivers high-quality traffic and revenue with a high contribution margin. But organic search is hard, and it's getting...