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BizReport : Social Marketing : February 13, 2014

60% of TV show interactions on Facebook occur during broadcast

Marketers have long wanted to know about the social aspect of Facebook's relation with television viewing and, thanks to new research conducted in partnership with UK-based social television analytics firm SecondSync, they have some answers.

by Helen Leggatt

Ever wondered if engagement on Facebook about a television show occurs during, or after, the broadcast? According to the Facebook/SecondSync research, contrary to previous assumptions, 60% of conversations regarding a show actually take place during broadcast, and the remainder after the event.

According to the resulting whitepaper, "Watching with Friends", viewers use Posts to start conversations that cluster around events in the show. In turn, Posts often seed huge volumes of Comments and Likes that have broader peaks of engagement which are sustained for a much longer time period as friends continue discussions long after the show has aired.

Consistent with second-screen behavior, a whopping 80% of social chatter on Facebook about a television show takes place on a mobile device. However, different show genres show different device uses. While interactions with entertainment shows are more likely to be generated by Facebook mobile apps, interactions with news and current affairs shows are more likely to be generated by in a browser.

"The Watching with Friends paper offers a fascinating insight into how people use Facebook to talk about TV, offering a first glimpse into the scale and longevity of discussion before, during, and after the broadcast," says Fred Leach, Facebook's Head of Measurement R&D and Partnerships. "This has valuable marketing implications, demonstrating trends by demographic and how mobile has become the key method of engagement."

Image via Shutterstock

Tags: mobile, research, second screen, social, television

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