Social media engagement with TV drives higher +7 viewing figures

About The Authors

13th November 2014 17:34 - Media and PR

Social media plays a crucial role in a live TV programme’s viewings as it reminds people to watch a programme at a later date if they missed it live.

In a recent study to understand Live +7* viewership of an episode, 11 different variables were included. The variables spanned across categories such as: measurements, episode, program and network characteristics. By studying these factors, the research provided an insight into which factors impact a viewer’s decision to watch a programme at a later date.

The factor which had the biggest influence on how many viewers watched later was the live audience tune in figure - which accounted for 42 per cent of the difference in +7 viewings. Despite this, reality programmes were 31 per cent more likely to be watched live than the premiere of a programme.

When Nielsen split two programmes, with identical characteristics, into high social media engagement and low social media engagement categories, it showed that high social categories, received 36 per cent more +7 viewings. The low social group received just 16 per cent more viewing. It can be drawn from this that shows with a higher social media ‘buzz’ surrounding it, gain more +7 views.

*+7 is the term used to describe the time period 7 days after a programme is aired live. This research was carried out by Nielsen.

Sign up for free insights from your sector…

Antispam code: 14019

Support Us..

We hope that you have found this article useful. This section is freely available for all to use. Please help support it by liking us or following us on our social media platforms:

Share this article..

For updated Media and PR insights please follow us on @DJS_Media_PR or use our RSS feed

Other Media and PR Research Findings

Other Latest Market Research Insights

© DJS Research 2017