Marriage of TV and social needs better audience insight

Mandy Pooler

This short article previews the winning essays of the 2017 Admap Prize, the entrants of which represented a wide range of views on the matter of marrying TV and social media - also demonstrating that the answer is rarely straightforward.

How should TV and social media be used to maximum effect?

In this, the fifth year of Kantar's sponsorship of the Admap Prize, we were impressed once again by the high quality of the thinking on offer, the volume of entries and the sheer range of opinion expressed.

This year's essay task – 'How should TV and social media be used to maximum effect?' – was essentially prompted by Procter & Gamble chief brand officer Marc Pritchard's much-publicised warning salvo that social media ran the risk of becoming a 'content crap trap', a phrase elegantly recast in Thomas...

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