As the battle for
control of social media in and around the television between Facebook and
Twitter continues, a report released today by Facebook in partnership with
SecondSync, a social TV analytics provider shows that up to a 25% of television
viewers post (on Facebook) about programs that are watching. Up until now the
assumption was that most activity took place pre or post the shows airing and not in real time. Additionally the survey uncovered that 80% of TV-related
chatter on the social network comes from a mobile device.
Other relevant
findings from the analysis of real-time patterns and types of engagement
included:
Real-time interactions: TV-related
Facebook interactions happen during the show airing.
- Widespread reach: The scale of
TV-related chatter seen on Facebook corresponds to the broad reach of the
social network. Shows such as the Sound of Music Live and Breaking Bad
generate 7.34 million and 4.47 million audience interactions respectively.
- Mobile engagement: 80 per cent of
TV-related chatter on Facebook is generated from mobile devices.
- Multiple interaction
opportunities. Posts are most closely aligned to real-time TV ‘events’; the
bulk of TV conversations are contained in Comments; Likes have a long tail
of engagement.
Accounding to SecondSync, they plan to continue to work closely with Facebook. Areas of future research will include
investigating the extent to which Facebook drives TV tune-in, measuring the
reach of TV-related interactions, and looking at the effectiveness of Facebook
calls to action in TV advertising.
are contained in Comments; Likes have a long tail of engagement. MORE: Secondsync.com Feburary 2014 Whitepaper - "Watching with Friends"
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