Social media are changing our habits also when we are watching television. Here the consequences on the advertising market.
Do you watch your favorite TV show on your smartphone or tablet? Do you have these tools in your hands while watching TV? You are not definitely alone. We are now living in the second screen era, where social media plays a decisive role, even influencing the creation of the programs themselves. To determine, therefore, the success of a transmission is no longer just the rating, but also the feedback on the net. And vice versa, because there are more and more cases (think of Benedetta Rossi) of social media stars who have found their “consecration” with a TV show.
According to Nielsen, for the 2019 Q1 27 million Italians (on a monthly basis) interact with posts on social networks related to television programs. Around 6 million would be “active” profiles, namely those who post, comment or share digital content. But there is no lack of “passive” users who are simply observing without participating in discussions. They are the so-called lurkers or, with the name used by Nielsen, exposed users who increase the number of those affected by the “social TV ” phenomenon. In this context, a key role is played by influencers who take part in television broadcasts as brand ambassadors. In the 10 most commented shows on social networks, in fact, 42% of the interactions were generated by posts published by the protagonists of the television series or by the guests of TV programs.
The expansion of Tv watchers-Internet users influences the trend of the advertising market. According to Nielsen, in fact, in the period January-March 2019 the collection of television broadcasters fell to € 945 million (-2.7% compared to the 2018) while the advertising collection of the digital sector in the same period closed positively at + 3%, reaching € 105 million.
