Five times as much TV-related social activity on Facebook than other social channels
Second-screen Facebook activity during one week in May found that the volume of Facebook user engagement relating to television programming was five times as large as all other social networks combined, Trendrr research has found.
Conducted through a partnership with Facebook which allowed Trendrr access to the social media platform’s data, it was found that activity related to broadcast television was seven times as large as on other platforms, while activity linked to cable-television programming was 4.5 times as large as all other social networks combined.
It was also found that the volume of Facebook social activity regarding news programming was twice that of other social networks combined.
Dominic Trigg, managing director Europe at Rocket Fuel, said: “Brands have already been able to target audiences based on what they’re watching on TV, but to date it’s been quite two-dimensional. Now, social media is taking context to the next level.
“The marriage of TV, mobile and social media ad buying through the exchanges means that brands can triangulate using big data to identify hyper-relevant audiences that are most likely to engage.
“For example, National Trust can show an advert to buy membership or sale items to people watching Countryfile who have previously visited their website and other sites in this category.
“Similarly, Nike can target sports TV viewers who have an interest in sports and athletics, and who have visited sports websites in the past, adverts about the game in question to reaffirm their brand ethos or promote a new trainer.
“Relevancy will be crucial and this is where most brands could fall down. We know from our own research that the more relevant a user, the more likely they are to respond positively to an ad – be it a direct response or developing a stronger understanding of or connection to a brand. This is all about harnessing and using the right audience data to make decisions in real-time."