TV Getting Social

You’re in luck, TV networks; people are starting to tune in when you air your shows again.

Thanks to the “duel-screen” concept of watching a TV show and being online at the same time (via computer, tablet or phone), television shows are roping in viewers at air-time once again.

While DVRing and not living life according to the TV Guide is tempting, being able to interact and broadcast his/her TV commentary to the peanut gallery seems to be a little more tempting to US viewers. In fact, 86% of U.S. mobile internet users watch TV with their mobile devices, with 40% of them using the devices for social networking. And, 60% of those surveyed by Nielsen said they simultaneously surf the web while watching TV.

People love interaction —which is why when shows interact with us, we respond. Characters on shows like “Khloe and Lamar” on E! live tweet during programming and respond to fans’ comments, allowing viewers unmatched access to the idolized reality stars. When Comedy Central aired its roast of Donald Trump with the hashtag #TrumpRoast, the cable network saw its highest-rated Tuesday night ever. And it’s no coincidence that the most-viewed TV event in history, this year’s Super Bowl XLV, also broke a sports event record on Twitter with more than 4,000 tweets per second at the end of the game.

While people are watching shows when networks intend them to, they aren’t necessarily tuning into commercials still. This week, NBC launched NBC Live; thisfree online app is a hub of real-time content (polls, trivia, character quotes, etc.) for fans of the shows: “The Office,” “The Celebrity Apprentice,” “The Biggest Loser” and “The Voice.” The shows themselves are adding online content and becoming our commercial entertainment —catching their audience where they already are. Brands in commercials are beginning to compete with social media, not the fast-forward button.

Duel-screen TV watching is redefining fan bases for programming, making it prime time for marketers to tune in and tighten their social media/television brand strategies.

Originally posted here: http://fwd.mbooth.com/post/4757175578/tv-getting-social.