Warc, 2 September 2014
LONDON: Social media is responsible for more than one third
of UK television viewers actively planning their evenings around the TV
schedule, according to new research.
Carat, the media planning business, analysed data from CCS,
its internal research tool that surveys 11,000 UK consumers, to find that 35%
of respondents preferred to watch certain shows while they were airing rather
than make use of video on demand services to watch them at a time of their own
choosing.
This trend, said Carat, was being fuelled by social media
use and the viewers' enjoyment of discussing the latest appointment-to-view TV
shows in real time and not in the week afterwards.
CCS data showed that 57% of people were second screening in
some way while watching linear TV, and that during a show 33% were commenting
on Facebook or Twitter about what they were watching, typically a drama, a
reality show or a sporting event.
The findings also revealed that social media has affected
how people choose what to watch, with around one fifth of respondents reporting
that friends and family have had a big influence on their TV viewing, up from
just 5% in 2010.
Steven Ballinger, Head of Media Investment – Amplifi @
Carat, described the shift as one from TV on demand to "TV on
command", as people reinvented the water cooler moment in real time.
"Being part of the conversation during the latest
battle in Game of Thrones or a terrible audition in Britain's Got Talent with
friends and strangers hugely enhances the experience for the consumer," he
said.
And that created new opportunities for advertisers, turning
their efforts "from a monologue to a dialogue". Ballinger argued that
second screen apps, such as AdSync or Shazam, enabled the user to access more
content and create more dwell time, while simultaneously driving the consumer
closer to the point of purchase – "something advertisers have been trying
for a while with more traditional TV advertising methods," he observed.
His colleague Lucy Moore, associate director at Carat, added
that it was vital to "ensure the consumer is always at the heart of the
eco-systems we create". Spotting a change in how people watched TV meant
that "advertisers can now use convergence to target them in more
innovative ways".
Data sourced from Carat; additional content by Warc staff
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