Cord-cutters -- those TV consumers who have dropped traditional pay TV services from cable, satellite or telco providers -- are “more invested in television programming than a general audience,” according to analysis from Networked Insights, a company that culls and analyzes consumer data from social media.
Specifically, those TV consumers who have over-the-top (OTT) TV services were 1.6 times more engaged in any TV programming -- regardless of where those programs come from.
This is good news for TV advertisers. "Advertisers who align TV media buys with the right online programming faster than their competitors will succeed in the new model," said Rick Miller, vp of customer insights at Networked Insights, in a release.
Networked Insights says the brands most likely to benefit from targeting cord-cutters included financial services company HSBC, clothing retailer Johnny Cupcakes, restaurant chain On the Border, Walmart, Bed, Bath and Beyond, Burger King, Kool-Aid, Costco, Home Depot, and GameStop.
The most highly engaged TV programs for cord-cutters from August to October of this year, according to Networked Insights, include: “The
Walking Dead,” “Super Soul Sunday,” “Hardball,” “@Midnight,” “The Simpsons,” “The Following,” “Meet the Press,”
“Tyrant,” “Emmy Awards,” and “Game of Thrones.”
Networked Insights says its consumers' engagement data with brands comes from 15,000 algorithms tagged to social media posts. Posts and individuals are grouped by affinities.