Social Media Augments Live TV Viewing

Want to avoid TV spoiler situations and TV spoiler alerts? Perhaps watching more live TV is the answer -- accompanied by social-media activity.

Nielsen says nearly half of its global respondents, 49%, say they watch live video programming more if it has a social-media tie in. And 47% say they engage with social media while watching any video programming.

Globally, TV viewers in Asia-Pacific and Africa/Middle East respond more strongly here -- 65% of Asia-Pacific and 57% of African/Middle Eastern respondents watch live programming if it has a social-media content.

On the low side, only 26% of Europe watch live TV if it has social content, and 33% of those TV viewers in North America.

That said, North America TV viewers may be doing something else, having the highest numbers when it comes to browsing “the Internet while watching video programming” -- 62%. Only Asia-Pacific viewers have higher results here, 63%.



Overall, more than half of global respondents, 58%, say they browse the Internet while watching video programming.

Megan Clarken, executive vice president of Nielsen Global Watch Product Leadership, stated: “While multiple screens give viewers more options, they also give content providers and advertisers more opportunities and ways to reach and engage with viewers.”

Nielsen says the research comes from respondents with online access across 60 countries.

2 comments about "Social Media Augments Live TV Viewing".
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  1. Ed Papazian from Media Dynamics Inc, April 16, 2015 at 8:37 a.m.

    More screens give advertisers more ways to reach viewers. Yep, can't argue with that. I wonder whether we really need a study to tell us that?

  2. Jonathan Hutter from Northern Light Health, April 16, 2015 at 9:29 a.m.

    What advertisers are doing most when they are using the extra screens to reach viewers is interrupting the conversation, rather than participating. I've seen when I'm looking at a Twitter stream or discussion about TV programming is the advertiser breaks into the discussion with a BUY ME!! post. Advertisers probably call it engagement, but it's really just crap.

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