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TV is the new social medium, reveal new stats
MUMBAI: Television is the new social medium. People watch it together, either with friends and family in the same room or in the company of their social networks online via tablets, smartphones and laptops.
To mark World Television Day on 21 November, TV organisations from around Europe brought together the latest statistics to reveal how TV and social media complement each other. The insights show how ‘multi-screening’ is becoming a mainstream activity in many countries, how TV drives commentary online, and how the marriage of TV and internet-connected second screens presents opportunities for advertisers.
Multi-screening now mainstream: During peak-time viewing in the UK, 74 per cent claim to have picked up an internet-connected device during TV ad breaks, with very little difference between age groups, social demographics or gender (Craft/Thinkbox ‘Screen Life: TV advertising everywhere’, 2014) . Most TV shows attract some social media commentary, but the shows which attract the most tend to be live sports and reality TV shows—the 2014 BRIT Awards in the UK saw a vast volume of Twitter conversation with 4.2 million tweets.
Forty-two per cent French viewers aged 15–60 say that they have engaged with a TV programme via a social network (OmnicomMediaGroup/ Mesagraph – Social Télévision). 37 per cent Swiss viewers say that it’s ‘normal’ and ‘commonplace’ to use the internet while watching TV (Publisuisse, ‘Media du Future 2017’). In Spain, 62 per cent of people claimed in 2013 to use a second screen while watching TV, an increase of 11 percentage points compared to the previous year (Televidente 2.0, 2013). In Sweden, 55 per cent viewers have used another screen (smartphone, tablet or computer) while watching TV (MMS Moving Images 2014:1). 33 per cent people in Poland have multi-screened and almost half of multi-screening activity (49 per cent) is in order to look at content that is related to what is being watched (Millward Brown ‘AdReaction 2014’).
Opportunity for brands: Research in the UK has found that multi-screening in ad breaks does not affect ad recall. People who multi-screen during TV ad breaks are able to explicitly recall slightly just as many ads as the average viewer. Multi-screeners can recall two ads from the previous 15 minutes of viewing compared to the 1.9 average (Craft/Thinkbox ‘Screen Life: TV advertising everywhere’, 2014). In Spain, 30 per cent of users of social platforms comment on TV advertising (Televidente 2.0, 2013). In Switzerland, 16 per cent of people who multi-screen say that they are looking for additional information on brands and products that they have seen on TV (Publisuisse, Media du Future 2017).
People are more likely to stay in the room and less likely to change the channel during the ad break if they are multi-screening, according to research by the UK’s Thinkbox. Multi-screening viewers stayed in the room for 81 per cent of ad breaks; viewers not multi-screening stayed in the room for 72 per cent (‘Screen Life: the view from the sofa’, Thinkbox/Cog Research, 2012) .
TV remains primary screen: Despite this new clear trend of multi-screening, the TV set remains the primary screen. In Germany, 86 per cent of all video touchpoints among adults 14–59 are with live linear television. The figure is similar for 14–20s, for whom 76 per cent is linear TV (IP Fourscreen Touchpoints, adults 14–59 / 14–25 resp.) In the Netherlands, 65 per cent of the time spent watching TV is spent solely watching TV, without any other activity (MediaTijd analysis 2014 by Spot).
Thinkbox’s ‘Screen Life: TV advertising everywhere’ from the UK found that TV plays a profound role within people’s homes and within the living room in particular, playing a vital role in unifying households and being a part of numerous day-to-day rituals. 98 per cent of TV viewing in the UK takes place on a TV set, with 86 per cent on a TV set in the living room (BARB, H1 2014).
TV drives commentary online: TV is the greatest driver of word of mouth, on- or offline. Research in the UK found that TV advertising is responsible for 51 per cent of the conversations about brands that marketers can influence (D2D/Keller Fay/Thinkbox ‘POETIC’, 2013). 8.5 per cent of the French (aged 15+) claim to have commented on social media about a show they were watching live on TV. Younger people are the most likely to comment online, with 15 per cent of 15–24s having commented about a show online on social networks (L’Argus de la presse, Ipsos-Steria et Aura Mundi). In Spain, almost 30 per cent of users of social platforms post comments at least once ‘from time to time’ about advertising they see on television (Televidente 2.0, 2013).