Social media and TV link up

18 April 2012

NEW YORK: Increasing numbers of US consumers are engaging with broadcasters and brands as a result of seeing social media symbols on TV, a report has revealed.

Accenture, the consultancy, polled 1,000 people, and found 64% recalled observing logos related to social media platforms when watching TV, and 33% had interacted with these sites, rising to 63% of 18-24 year olds.

More specifically, 42% of interviewees remembered witnessing the Facebook "Like" emblem on screen, while QR codes scored 28%, Twitter hashtags logged 18% and the badge for Shazam, the music identification service, hit 9%.

Among the third of respondents who had taken action as a consequence, 20% became Facebook fans of a TV show, 11% scanned a QR code, 7% searched for the Twitter hashtag and 5% "snapped" the Shazam sign.

"Social media and social networking are exploding across television," said Robin Murdoch, Accenture's global internet segment managing director. "This has huge revenue growth potential as social media applications build program viewer loyalty and drive online advertising opportunities."

Some 43% of contributors who had engaged with social media triggers they were exposed to on television stated that obtaining more information about a show or product was the main motivator.

Another 32% pointed to accessing coupons and promotions, 31% entered competitions or sweepstakes and 26% streamed further video content.

Equally, 26% of the individuals participating in these activities uploaded comments or took part in discussions concerning programmes or products on social media and 21% "connected" with other users boasting similar interests.

Moreover, 20% had shared or recommended a programme or video and 16% had made a purchase.

Overall, 74% of people that had received new content via social media symbols on TV agreed it "met expectations" and 15% concurred that their hopes were "exceeded".

Turning to the two-thirds of consumers that had not responded to social media insignias on TV, a 60% share did not believe they would be interested in the material becoming available as a result.

"The challenge to providers unlocking this enormous growth is convincing viewers that interacting with TV programming is valuable to them," said Murdoch.

Data sourced from Accenture; additional content by Warc staff