A report by Deloitte measures the types of media content that US internet users discuss with their friends, family and colleagues. For users ages 14-21, social networking sites are the most discussed (41%), followed by music (36%) and then TV shows (35%).
On average between all age groups, TV shows (at 24%) are the media content type most likely to be discussed. Some of this conversation is taking place via social media, and marketers have taken note by experimenting with social campaigns around their programming for TV shows and broadcasts, including SuperBowl XLV and the Academy Awards.
A survey from Room 214 and Crimson Hexagon looked at the activity of Twitter and Facebook users globally while watching TV, as reported by eMarketer. Data revealed the activities of Facebook users worldwide while watching TV:
- 52% simply related a statement of fact (ex. what they were watching)
- Only 19% actually started conversations about the show or its characters
- 7% were announcing they were bored, in bed, or both
The activity of respondents worldwide who used Twitter while watching TV revealed even less engagement with TV content:
- 37% simply related a statement of fact
- 28% were either bored, in bed, or eating
- 9% referenced the fact that they were on Twitter
- there was very little discussion of TV show content or characters
The report concluded that Twitter users were more focused on what they personally were doing in addition to watching TV, not what they were watching at the moment. Facebook users were more inclined to have a conversation about what they were watching.
eMarketer states that overall, “Marketers seeking to inspire real discussions about their TV efforts will get genuine attention only during annual live-TV events like the Super Bowl. The rest of the year, multitaskers are more interested in themselves.”