The success of television is measured with social analytics, and this is a very complex process. Social media may not regard a show higher even though it was a great hit and is popular with the television viewers. Social TV analytics can change the business of television. It is going to help both the broadcasters and advertisers. These people can deeply understand what the viewers are thinking about their shows and brands.
Earlier the advertisers were to wait for weeks to know the impact of their campaign after it was released. But with social TV analytics, they can instantly tell whether their ad is a success or a failure. The brands can then decide whether to continue the announcement or to pull it down before it damages the name.
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What is Social TV Analytics?
Social TV Analytics help to track the data of shows, networks across the social networks and this data is helpful for media buyers and advertisers in the television industry. The data analytics tool can be used to understand how a show or an ad is engaging the audience, brand affiliation, and trends, etc. Advertisers can tap the insights of the audience and make better advertising decisions.
How to Use Twitter for Social TV Analytics
Twitter is one of the main platforms for social TV analytics. Social TV Analytics is incorporated by Twitter to know the impact television content makes on social media. Not all television audience respond similarly to commercials or shows. Twitter is the best place to get a pulse on the emotions reactions of people. Twitter measured that programs and ads that show the viewers recall emotional reactions. Attention spans of viewers are very less in this era and studies revealed that those who use Twitter while watching television are more likely to recall the ad brands. TV ad campaigns can be synced with Tweets by brands to reinforce the message.
Twitter can be used by brands to run campaigns to tap the emotions of the audience around a show or an ad. Continue the conversation with the audience with voting, cliffhangers, etc.
Social TV Analytics Platforms and Tools
Twitter is one of the best platforms for highly valuable real-time feedback for television. More conversation about television also happens on Facebook. Finding the ideal social television analytic tools is a hurdle for digital marketers. There are different platforms and tools.
• Keyhole is a social television analytics tool that helps in measuring the impact or trend of a brand on different platforms including the Instagram, Facebook and Twitter.
• AgoraPulse is operated in different languages and it also tracks the engagement of Television ads and programs on social media.
• Brandwatch comes with tools that can be used on various social media platforms.
• Buffer allows the users to log in and see the data for social media posts. Top post of the day can be identified by these metrics.
• HootSuite analytics tools can be used to track the engagement numbers and the performance of tools.
Social TV Analytics Trends and Market
With social TV analytics, the broadcaster and advertisers can accurately measure and find the best ways to market themselves. Social media is very powerful, and when something posted on social media about a show or a brand, people will act in favor of them. Negative tweeting can have a negative effect on the programs. Social Television analytics are used by broadcaster and marketers to deliver the right kind of content at the right time to right people.
20 Fascinating Facts & Figures about Social TV
Social TV is about the audience, not the content creator. The conversation about the content is often more important than the content itself. Social TV is not a thing (or an app or industry) at all, but a behavior, a new way of watching television. To be more precise, social TV turns the decades-old relationship between viewers and content providers on its head.
Here are some astonishing facts and figures about Social TV that you might find interesting.
- By 2020, social TV will be a basic part of the TV experience. Part of the audience will actively participate, and the rest of us will be influenced by it.
- 86% of Tablet owners simultaneously use tablets while watching TV.
- 88% of smartphone owners simultaneously use smartphones while watching TV.
- Connecting with other viewers, seeking additional information, interacting with or influencing content and also analysing it are some of the main drivers for Social TV.
- 62% of people use social networks and forums while watching TV on a weekly basis.
- That was an 18% increase from 2011.
- 51% of those who post on social media while watching TV say that they do so to feel connected to others who might be watching.
- 56% of viewers post about comedy shows.
- 46% post about reality TV shows.
- 38% about sports and 26% about news channels.
- 71% respondents who had seen social impressions about TV shows
- Respondents who watched more LIVE TV to avoid social spoilers are about 27%.
- 17% have started watching a show because of social impressions.
- Consumers are now browsing the web, emailing, shopping, accessing social media while watching TV
- 24% of Tablet users in the UK use tablets while watching TV.
- 24% of smartphone users in the UK also use smartphones while watching TV.
- The average social TV user has more than 500 followers on Twitter
- The use of social TV applications has tripled in a short period of time and now represents more than 10 million monthly active users.
- Whether it is debating politics with those next to you, or taking in commentary, the conversation is becoming more interactive by the day.
- Texting, tweeting and calling friends are now the stand-out ways that people participate in watching television.