While TV networks and programmers continue to stir up social media marketing connections, not all such efforts are working, according to a joint study by the Consumer Electronics Association and the National Association of Television Program Executives.
Where’s the disconnect?
First, one needs to look at specific demographics of syncers. Second, if viewers are not syncing to shows they are currently watching, what are they doing? Multitasking and mind-sharing data aren’t fully revealed here.
Activities that take viewer attention away from watching TV includes email, texting and phone conversations. There’s also such second-screen multitasking as searching for the identity of that special guest star on ABC’s “Scandal.” Commercials, whether in real time or during fast-forwarding, are good breaks for these activities to occur.
Nielsen data shows that millions of people are reading and creating social media content about specific shows before and after they air.
Networks say this creates a big new marketing platform -- accountable “buzz.” Twitter points to how well its Amplify program is doing for TV networks and marketers.
Sampling for syncing is just starting. A promising data point is that 42% of people who use a smartphone or tablet to access related TV show content have tried syncing the second-screen experience with live TV.
But there is also a shrug-of-shoulders aspect to the data. The majority of syncers, 67%, said the activity made TV viewing just “somewhat” better: it was nice to have, but not mandatory.
That suggests this question: How much do consumers pay for all this social media content? The answer may be that what goes in is what comes out.