What's The Marketing Value For Social Media, Award Shows

What will CW’s “Jane the Virgin”’s ratings be now, after star Gina Rodriguez won the Golden Globefor best actress in a comedy series??

Try to calculate the extra promotion zip for a TV show from social media or award show honors. The answer is that it’ll always be hard to qualify.

But one thing for sure: Better to have it than not.

Social media is the same way. For example, Saturday’s top Nielsen Twitter TV volume went to  -- in order -- Adult Swim’s “Black Dynamite” (524,000 in unique audience), Discovery Channel’s “Mythbusters” (236,000), Lifetime’s “Sugar Daddies” (343,000); TLC’s “All About Sex” (258,000), and Travel Channel’s “Ghost Adventures” (290,000).

Maybe those shows aren’t on at the top of your list. (Maybe they will be!)



But you might say -- what about big sports programming on that day? The two big NFL divisional playoff games dwarfed all other TV programming efforts when it came to social media.

For the AFC and NFC games, unique audiences of 9.2 million and 7.4 million were grabbed respectively. Not that the NFL needs it. NFL already gets huge monetization from advertisers. But consistency for big TV franchises is always appreciated.

Now about award shows. The Golden Globes, in recent years, have been notorious for awarding TV shows seemingly out of left field. On Sunday, the Globes offered up one of its biggest surprises for Amazon’s new “Transparent” -- winner of the best TV series, comedy or musical or comedy, with star Jeffrey Tambor winning for best actor in a TV series, comedy or musical

Other big TV hardware went to Showtime's “The Affair” (best drama series, with star Ruth Wilson winning best actress in a drama series,); FX's “Fargo” (best miniseries or TV movie, best actor in a miniseries or TV movie, Billy Bob Thornton); Sundance TV's “An Honorable Woman” (best actress in a miniseries or TV movie, Maggie Gyllenhaal); HBO's “The Normal Heart” (best supporting actor in a series, miniseries or TV movie, Matt Bomer).

The awards show itself generated 2.6 million tweets, a 5.o rating/13 share for 18-49ers and 16 million overall viewers. And we know on-air TV promotion is still one of the most effective tools for TV marketers, even accounting for dwindling traditional TV ratings.

Going forward, the new marketing mix will only get more complex -- and the value more cloudy. In other words, don’t count all your TV tweets before they are hatched -- or are audible.

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