Social TV is most certainly on the radar for 2013.
In December 2012 Twitter announced a partnership with Nielson, the US TV rating corporation; the new liaison will generate a standard social media rating for each TV broadcast which will sit alongside traditional Nielsen (NLSN) ratings.
This new move is the first step towards taking social media into account when assessing TV ratings for advertisers. Steve Hasker, Global Media Products and Advertiser Solutions at Nielsen said, “The Nielsen Twitter TV Rating is a significant step forward for the industry, particularly as programmers develop increasingly captivating live TV and new second-screen experiences, and advertisers create integrated ad campaigns that combine paid and earned media. As a media measurement leader we recognize that Twitter is the preeminent source of real-time television engagement data.”
Twitter echo the shift in TV watching habits, saying, “Our users love the shared experience of watching television while engaging with other viewers and show talent. Twitter has become the world’s digital water cooler, where conversations about TV happen in real time.” said Twitter’s Vice President of Media, Chloe Sladden.
The evolving nature of TV viewing is endemic of the über connected lifestyle we now live. The proliferation of smart phones, tablets and laptops mean we are in constant reach of social media, and our daily habits such as viewing choices are becoming more and more social in character as we ‘lifecast’ our every moments.
Several apps are emerging too as social TV trend drivers; apps engage viewers further and deliver more value and interactions to advertisers, making the social TV stage a lucrative and evolving platform.
Viggle is available on iPhone and Android, and engages users by inviting them to verify the TV show they are watching by holding their phone or device to the TV with a “Watch TV, Get Rewards” concept. The app recognizes the show, and the activity is rewarded with redeemable points with a variety of merchants such as Starbucks, Sephora and Amazon. Viggle recently acquired competitor GetGlue, a competitor in the social TV sector.
Shazam,innovators in music recognition, has introduced similar features although as yet it has fewer TV partnerships. Shazam’s strategy focusses on TV commercial check-ins, an action which research reveals promotes increased follow on actions from users. Users are able to tag commercials and TV shows for extra information on schedules, trivia, news, Twitter feeds, cast information, data on IMDB and Wikipedia, and soundtrack information.
IntoNow is another social TV app which integrates with Twitter, and features real-time data in tweet form. It’s new Capit feature allows users to send TV show snapshots to friends with accompanying commentary.
Social TV is changing how we watch and engage. Stay tuned.
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Image via freshnetworks.