Social media channels are multiplying TV reach through viewers’ Tweets, posts and messages. As NM Incite and Nielsen research shows, there is a significant correlation between online buzz and TV ratings.
What it means for marketers: 2012 is poised to become the year of television with the Olympics and the US elections drawing millions to TV screens. Advertisers will find added value from social media users who will create and reverberate news through their personal profile areas. As the word will spread from TV to social media, online audiences will tune into programming they hear from their online contacts.
Action: Expand your definition of reach to go beyond traditional GRPs. When estimating TV news’ lifetime, account for social media mentions.
Note the flux of new audience members from mobile and computer screens to TV sets, as they find out about news and shows through social media.
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