Global sports are thriving, but media consumption is changing before our eyes. And as the media world grapples with these issues, so too must the sports industry. But these challenges aren’t the only obstacles facing the sports realm.
As a consumer group, Millennials are just starting to flex their spending power, which will grow significantly in the coming years. While they’re years from fully establishing themselves, they’re already having a marked impact on the global consumer landscape.
Sports fans love to follow their favorite games on TV, and their Twitter conversations speak volumes about how much they share their excitement with others. But we can see more than just how many Tweets they’re sending. We can now follow engagement and compare it with engagement levels for other program types.
There’s nothing quite like watching the Super Bowl—or jumping into the conversation about it on Twitter. And this year’s big game had plenty of action—both on the field and across social media channels.
There’s no shortage of people tweeting about live TV these days—it’s a digital phenomenon and picking up speed. In 2013 alone, 36 million people sent 990 Million Tweets about TV. But until now, we haven’t known how many people tweet about TV and brands— critical information for advertisers who want to benefit from Twitter TV activity to amplify brand messages.
Over the past two years, the growth in Twitter activity around TV shows has been nothing short of remarkable. Tweets about live TV and the number of Twitter authors talking about TV programming are both increasing in double-digit fashion, steadily broadening the landscape at a record pace.
We know viewers tweet during live TV, but there’s still much to learn about the relationship between TV viewing and social media usage. For example, are people tweeting while a show unfolds—during the actual minutes of a program—or are they reserving their tweets for the commercial breaks?
Twitter has become a popular destination where fans can talk about their favorite TV shows in real-time. But do tweets drive consumers to tune-in to a program, or are viewers just chatting about shows they’re already watching?
VH1's "Love & Hip Hop: Atlanta" was the top social TV program of last week, racking up more tweets than other reality shows "Big Brother" and "The Bachelorette." Other buzzworthy shows included MTV's "Catfish: The TV Show," MTV's "Teen Wolf" and ABC Family's "Pretty Little Liars."
Twitter CEO Dick Costolo is a big believer in the social aspect of television. While he contends that TV has always been social, today’s technology allows the social aspect to take place in real-time and in an un-filtered way free of third party intervention.
Over the last six years, TV networks’ Twitter accounts have gone from being little more than promotional outlets for tune-in messaging to real-time channels for networks and advertisers to interact with highly engaged audiences.
You may be wondering: How does social media advertising fit into the larger advertising ecosystem? How are consumers engaging with social media? The proliferation of social TV? The second screen experience? With our eyes and your foresight, learn about trends in video, digital and social media to influence today’s consumers.