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Bad timing on social media is hurting TV networks as they fail to capitalise on weekend activity

Television networks are missing the opportunity to engage with their viewers by abandoning their social media channels when audiences are most active, according to a study.

A Brandwatch report looked at the relationship between television networks’ online presence and their audiences and revealed major discrepancies between when networks provide content and when the audience is most active in discussing television networks.

Titled “Social Insights on the Television Network Industry”, the report explored the rapid nature of social media and the small window of opportunity which brands have to connect with their audience who expect real time responses to their engagement with social media channels.

Weekends were found to be the busiest time for audiences to discuss TV networks and interestingly this window of opportunity was when TV networks were quietest.

The results show that TV networks are failing to engage with their audiences at crucial times and consequently missing the chance to gain extra exposure and popularity. The report suggests that this failure could make audiences feel neglected or ignored when their mentions are not responded to in a reasonable timeframe.

A total of 35 major TV networks were selected for the study as well as streaming services like Netflix and Hulu. An hourly breakdown revealed that they were proficient at activating their audiences at the right moment which is during primetime television between 6pm until 11pm. Of those who replied 47 per cent did so within less than 10 minutes of the first tweet while 73 per cent of replies were with an hour of the first mention.

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