Social networks, Twitter in mind, are becoming increasingly important in the relationship of viewers on television and advertising strategies. In Focus, new sources of revenue for the sites.
Television has officially become the new advertising grail of social networks . The proof Nielsen launched Monday a new audience measurement of TV programs in the United States, including the hearing of the shows on Twitter. It is also on Monday that Facebook has announced an agreement with TF1 and Canal + , which will now have access to the data - aggregated anonymously and in real time - users commenting on their programs on the social network.
For the moment, Twitter is ahead of Facebook . On the one hand because its platform is open and it is much easier for partners to have access to qualitative data. On the other hand because it has already launched products for advertisers in the world of television (targeting solutions and streaming video clips associated with sharing advertising revenue).
Engaging fans as advertising purchase criterion TV
For some advertisers, engaging fans on Twitter becomes a media buying criteria in television, says Wall Street Journal who interviewed channels and media agencies. Twitter and Facebook hope that their next TV will be a growth engine for their use and a way of eating into the budget for TV advertising .
Some figures actually argue for the influence of television on the conversations of social networks, and vice versa. For example, the final episode of the series Breaking Bad , a number of hearings on Twitter the week of September 23, according to Nielsen, has attracted more than 1.2 million tweets, including retweets, posted by 600,000 users in 10 hours time. 9.3 million unique visitors have seen these messages. On Facebook, in 24 hours, 3 million people have commented on the episode or "like" a message posted on the social network about it, said the New York Times .
Sport is another favorite subject for fans of the TV company . It represents only 2-3% of the programs in the United States, but drains nearly 50% of the activity on Twitter, the newspaper said, citing Nielsen.
One in six Americans post a message while watching a program
The research firm found that the ratio between the number of people who post messages on Twitter about a TV program and the number of people who see these messages is 1 to 50. These conversations have a positive effect on the audience of the site and program.
According to eMarketer, about half of American viewers visit a social network while watching a program, and one in six post a message in connection with this program.
According to Nielsen, the number of people who tweet about a TV program increased by 24% in a year in the United States.
