Why Read This
Social media is changing the way audiences engage with TV. Led by Generation X and Generation Y, audiences are increasingly multitasking on digital devices while watching TV — and sharing what they are watching with their friends. There are new platforms that enable TV networks to grow audiences, build brand equity, and establish cross-platform loyalty programs. At the 2011 upfronts, media sellers began to view social media as part of the TV advertising equation. As social media becomes incorporated into TV ad sales, marketing leaders must identify platforms that integrate TV and social media now to leverage valuable insights from their audiences as well as develop and test cross-platform strategies. Additionally, TV networks and content providers can use new social platforms to drive tune-in and engagement and begin to quantify the value of second-screen advertising dollars.