Background

Media companies promote shows on their own networks and affiliates, as well as on a variety of cable channels and social media.

A major broadcast television network was interested in measuring the impact of TV promos and social engagement on driving tune-in and determining if there is an added value in using both together.

4C was well-positioned to deliver this analysis through the 4C Insights Affinity Graph™ which combines data across TV and social media.

Methodology

To determine the impact of television promotions and social engagement on actual tune-in, correlation and multiple regression analyses were run across the following datasets for 22 television programs across genres from October 1, 2016 to October 31, 2016.

  • Television promotion occurrence data from the 4C Teletrax™ global TV monitoring network to determine when and where the promos ran.
  • Nielsen National TV Ratings to determine the number of household impressions per promo occurrence and television program.
  • Public social engagement on Facebook (post likes and comments) and Twitter (brand mentions and retweets). Note – No private social media data was used for this research.

Of the TV promos that aired in October 2016 for primetime programming, 51% were for comedy programs, followed by drama (47%), reality (2%), and news (.5%).

Results

Social engagement positively impacts tune-in.

This research indicates that there is a significant positive relationship between total social engagement and program tune-in for all genres other than news.

For the new television shows analyzed, as impressions for television promotions increase, total social engagement increases, which, in turn, increases television tune-in.