#MarquezEH, #ArribayAbajo, #mhyv … It’s rare program that does not display a label for issuance to encourage viewers to chat on Twitter about what they are seeing. The television content monopolizes the conversation on social networks in prime time slots. We like to discuss what we see on TV, and if we can do with thousands of tweeters instead of just two or three families, much better. The chains are fully aware of the importance of encouraging the conversation and take advantage of this desire to participate in the television event. But this requires having data to meet the social audience. What moves you? What programs dump efforts? What did the audience react?
Kantar Media, the company that manages the hearings in Spain, has reached an agreement with Twitter to create Kantar Twitter TV Ratings , the first official audience measurement in this network of microblogging . The system, which became operational this week, provides data as total tweets sent, peaks greater number of messages, the number of users who have read those tweets or times you have seen a comment. “It is not a substitute tool traditional data but additional hearing. Used to understand the relationship between Twitter and television, “said Alberto de Pablo, CEO of Kantar Media, in the presentation of the service.
The figures speak for themselves. 61% of Spanish tuiteros send or read tweets while watching TV. “It’s an increasingly common habit. In the last two years the relationship has grown and is linked to the new habits of consumption of television, “said Carlos Sanchez, global director of Social TV Kantar Media. “Television has always been much talk but now that conversation is in real time with thousands of people,” says Sanchez, co-founder of Tuitele, dedicated to the analysis and measurement of social audience and in April 2014 it was acquired by Kantar .
But what is really meant something to tweet during the broadcast of a program? Is it significant that a series or a competition is trending topic (most talked about topics on the Web)? “A recent US study showed that exposure to a television tweets related content drove 90% of the sample to perform some action. Among those actions, the most frequent were participating in the debate and seek tuitero content that was said. That is, the study confirms that the twitterers pressure during the broadcast of a program gets reinforce attention to content, “explains Elena Neira, author of The social spectator . Not all programs generate the same amount of conversation. In Spain, the favorite formats for posting on Twitter are entertainment programs and news programs, in addition to domestic fiction. To better understand the Spanish tuitero ecosystem in relation to television will have to wait to study the service of microblogging prepared on causation and effect of the tweets in the audience.
What I think is that in the case of the social audience also works this “talk about me, even evil.” “We must distinguish two things: audience data chain and the perception of the program that has the viewer. The perfect example is the release of the first film Sharknado in the United States. Had peaks over 5,000 tweets per minute. And burst audímetros the SyFy channel. But the feeling of the audience to the film was clearly negative. The question is: does it matter what people think of you as having tuned the chain and can see advertising, “argues Neira
A recent study conducted in the United States also showed that celebrity tweets. related to the program in question makes it grow further this conversation. The spaces in which cast members live tweeted during its premiere got 64% more tweets than programs that did nothing. “Have you seen Shonda Rhimes messages when issuing an episode of Scandal in the United States? Ago meetups at home with stakeholders to discuss the series live. And the chain heats staff with invitations to live viewing of the chapter as a collective experience “says Elena Neira as an example of good use of social networks in relation to television. In the case of Spain, said campaigns related Canal + Game of Thrones or constant team work Saved .
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