NBC in the lead for TV social reach and engagement, study finds
NBC is leading the way when it comes to social video in the television realm, with a 48 per cent share of online promo views and 39 per cent of promo shares, according to research from video ad tech company Unruly.
ABC comes in second, with 27 per cent of promo views and 34 per cent of promo shares.
The study also found that 80 per cent of millennials, or ‘digital natives,’ will watch a TV show if someone in their social network has shared a trailer, clip, or original promo for the show, compared to 66 per cent of average TV viewers.
However, it also found that millennials are 10 per cent less likely to share TV promo content than the average TV viewer.
Scott Button, Unruly CEO, said: “We may be in a Golden Age of television content, but the way TV networks are currently promoting their shows to new viewers is missing the mark on digital and social media. Audience fragmentation, ad avoidance and social discovery are all powerful forces for disruption and we’re seeing a big increase in the number of TV networks reaching out to us to help them solve the strategic challenges that digital transformation poses to their business models and their bottom line.”
Millennials are 39 per cent more likely to watch online video content on mobile compared to the average TV viewer, and are 14 per cent more likely to watch TV on their laptops.
The study analyzed 14,221 TV promos including clips, original promos, and trailers from the ‘Big 5’ networks in the US (NBC, ABC, CBS, Fox, and the CW).