Cord-Cutters Have Better Engagement With TV Than Average Viewers

Cord-cutters love TV -- more so than those not looking to break away from traditional pay TV services.

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. 

2 comments about "Cord-Cutters Have Better Engagement With TV Than Average Viewers ".
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  1. Ed Papazian from Media Dynamics Inc, November 13, 2014 at 6:18 a.m.

    I checked what was presented on their website and there was no clear explanation of how they determined whether a viewer was engaged. Too bad, as this makes the "findings" rather hard to evaluate----or accept.

  2. Networked Insights from Networked Insights, November 17, 2014 at 10:53 a.m.

    Ed, thanks for your comment. To clarify the methodology NI uses to determine engagement, we examine the behaviors of a target audience – in this case “cord-cutters” – and compare those behaviors to a baseline audience, in this case the general TV-viewing public. Although our full methodology is proprietary, the basic components in this example involve the volume of conversation about the ~2,000 TV programs in our database and the sentiment of those conversations. Obviously, in this example we’d be looking at positive sentiment. The findings were based off of more than 30 million organic consumer conversations about the aforementioned TV shows.

    Thanks again, for your interest in this article. You can find more articles and perspectives on our blog at

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