As the battle for control of social media in and around the television between Facebook and Twitter continues, a report released today by Facebook in partnership with SecondSync, a social TV analytics provider shows that up to a 25% of television viewers post (on Facebook) about programs that are watching. Up until now the assumption was that most activity took place pre or post the shows airing and not in real time. Additionally the survey uncovered that 80% of TV-related chatter on the social network comes from a mobile device.
Other relevant findings from the analysis of real-time patterns and types of engagement included:
Real-time interactions: TV-related Facebook interactions happen during the show airing.
- Widespread reach: The scale of TV-related chatter seen on Facebook corresponds to the broad reach of the social network. Shows such as the Sound of Music Live and Breaking Bad generate 7.34 million and 4.47 million audience interactions respectively.
- Mobile engagement: 80 per cent of TV-related chatter on Facebook is generated from mobile devices.
- Multiple interaction opportunities. Posts are most closely aligned to real-time TV ‘events’; the bulk of TV conversations are contained in Comments; Likes have a long tail of engagement.
Accounding to SecondSync, they plan to continue to work closely with Facebook. Areas of future research will include investigating the extent to which Facebook drives TV tune-in, measuring the reach of TV-related interactions, and looking at the effectiveness of Facebook calls to action in TV advertising.
are contained in Comments; Likes have a long tail of engagement. MORE: Secondsync.com Feburary 2014 Whitepaper - "Watching with Friends"