ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Dual screening grows in India
Hispanic TV adopts celebrity strategy
Unilever boss wants rethink on Africa
Mobile games offer marketing prospects
Spirits brands see digital openings in Asia
Online video drives digital ad growth
7 Day Round-Up
The Warc Blog
Social media shapes TV habits
NEW YORK: Social media is playing an increasingly important role in shaping the TV viewing habits of young consumers in the US, a survey has discovered.
Horowitz Associates, the insights provider,
1,000 internet users, and revealed that 16% had discovered a TV show they now watched as a result of a post on social media or similar properties.
This figure rose to 24% for 18–34 year olds and 30% among their counterparts in the 15–17 year old group, suggesting the channel could become integral for broadcasters in the future.
A further 11% of interviewees "often" interacted with other people about the programmes they were currently viewing via social networks, forums and equivalent such platforms.
Once again, uptake was higher for 15–17 year olds, on 22%, while 18–34 year olds also outperformed the average on 17%.
Moreover, a 10% proportion of the panel regarded this pastime as a source of enjoyment, also increasing substantially for more youthful demographics.
"Harnessing the power of social media and social interactivity with TV is essential in order to keep younger viewers engaged with the live TV experience," Adriana Waterston, vice president, marketing and business development at Horowitz Associates, said.
"It's not as easy as it sounds, because social media is inherently organic, about personal empowerment and community-building.
"In the social media environment, consumers do not want to feel 'marketed to' or manipulated. A successful social media or interactive strategy must feel genuine, not fabricated."
The study also broke out data for the 756 social media users in the sample, 14% of which stated that sites like Facebook and Twitter helped them remember to tune in to shows they wanted to watch.
Scores on this metric reached 28% for 15–17 year olds and 19% for 18–34 year olds.
An additional 12% of this group agreed the chance to connect with other fans of these programmes through such online services enhanced their enjoyment of broadcast content.
Data sourced from Horowitz Associates; additional content by Warc staff, 10 September 2012
Twitter outpaces rivals
Twitter strikes major ad deal
Promoted tweets boost brand metrics
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc