The Economics Of Trickle-Down TV Entertainment
What better way to address the good, the bad and the ugly of this politically heavy TV season than with trickle-down entertainment?
That means full support via social media for shows you love. Talk up your mediocre 1.5-rated drama show among 18-49 viewers; or the lackluster reality program you can't do without that scores a ho-hum 1.2 rating.
Media executives tell you that social media supports only those who already watch shows – “preaching to the choir”– and that it won't deliver any additional viewers. Looking at the first couple of weeks of the new season, I'd dare say that is true.
Still we hear how active social media types -- those frequent short-blurb writers -- are "ambassadors" and "influencers" of marketing. Is that also the case for the marketing of TV?
We know traditional TV advertisers wholeheartedly endorse the finding of extra opportunities in social media to extend their traditional TV show buys.
So it's not about more viewers. It’s about networks charging those advertisers more to reach those more engaged viewers.
Simulmedia's Dave Morgan says networks are doing a better job in getting more ROI from their promotional campaigns. It isn't just guesswork anymore, because there is a slew of set-top-box data to crunch and use, making these promo efforts work more effectively.
TV consumers are TV voters, voting with their remotes, willing to "invest" (time spent watching) in TV "candidates" (shows). But if the shows don't deliver on promises, they will be quickly voted "out of office." Accept trickle-down TV economics. TV producer-millionaires will do their best to deliver the goods -- and hopefully provide a bit more than entertainment crumbs for consumers to tweet about.