Relevant Analyst

Michael Wolf

Chief Analyst NextMarket Insights

Do you want to speak with Michael Wolf about this topic?

Learn More
You must be logged in to post a comment.
3 Comments Subscribers to comment
  1. Facebook certainly matters, and if I were a brand or agency I would certainly want incite into Facebook chatter about a show. But I’m paying for the live audience, and what I really want to know is how people are engaging with a show in real time. That means Twitter.

    1. @Paul – you can certainly get an understanding of how a segment is engaging around live shows with Twitter, but there’s a problem: engagement on live-shows on Twitter is hugely swayed by super-influencers. Twitter is 90% passive users, meaning they’ll retweet Michael Ian Black (or insert favorite comedian here), but the vast majority of the broader population doesn’t actively use Twitter during live shows.

      As I said in piece – you need both to do true social measurement around live and on demand shows. Facebook has realtime engagement during shows (think of all the status updates about a person’s sports teams) and I imagine it’s much more broadly representative.

      1. @Wolf — I’m not disagreeing about the overall value of Facebook. I’m just suggesting it will be easier for broadcasters to monetize Twitter/Nielsen data in the near term because it promises to be more analogous to what brands/agencies are already paying for.

        I also think the impact of super-influencers on Twitter could turn out to be more a feature than a bug here. Engaging super-influencers is likely to be a sought-after, and therefore monetizable, element of a show’s appeal.

Explore Related Topics

Latest Research

Latest Webinars

Want to conduct your own Webinar?
Learn More

Learn about our services or Contact us: Email / 800-292-3024