How social media and television interact
Geoffrey PrecourtWarc
"Social media may have a stronger role in building on-going viewership than in drawing new viewers," Beth Rockwood, svp, market resources, for Discovery Communications, and chair of the Council for Research Excellence's Social Media Committee, told the Advertising Research Foundation's (ARF) recent Audience Measurement 8.0 conference.
While presenting the findings of a new report from the Council for Research Excellence (CRE), Rockwood revealed the following insights:
- Social media's impact for TV programs is small relative to traditional marketing and communications, but has the potential to grow quickly.
- Promotion is still the...