Social Media and TV Advertising: Consumers Become Advertisers
Nielson and NM Incite recently came out with an analysis that shows the demographics of people who are engaging about TV online, paying close attention to social media. TV watchers are increasingly sharing their interests in TV shows on various online avenues, making them advertisers themselves. This method of advertising very successful because people love to share, and people trust the opinions of those they know or share similar interests with on their online and offline networks. The kind of advertising that goes on when people share what they’re watching on TV or want to watch is usually similar to Peggy’s Popsicle Pitch that Liz McFall introduced in her Structure, Agency, or Agencement article. (Deuze 191) McFall argues that “what makes Peggy’s pitch successful is not that she’s come up with an alluring but arbitrary cultural value, an ‘improper disposition’—rather it is that she has selectively condensed appealing aspects of the intersecting histories of product, client, and consumers in her pitch.” (Deuze 194) Consumers naturally do this when talking about products they like, whether it is their favorite TV shows or physical products they buy and use. As part of the convergence taking place within advertising advertisers must “deliver integrated, multiplatform campaigns,” (Deuze 210) and one platform should include social media. This is not limited to advertising space on social media platforms but rather tapping into the demographics that actually talk about certain products.
The Nielson-NM Incite research revealed that people between the ages of 35-49 make up the highest percentage of online discussion of TV shows at 30%, but that is comparable to their online population (26%) and social media specific population (27%). The age bracket of 25-34, however, account for 29% of online discussion of TV even though the general online population for that group is 16% and the social media population is 17%. Advertisers need to react to such data in order to effectively maximize the free advertising they are getting from consumers through social media.
Other highlights of the study reveal specifically when consumers are discussing TV (by day of week and by month) and what they are discussing about TV (winning, entertainment, funny, romance, writers/creators, etc.)
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