How Real-Time Consumer Insights via Social Media Alter TV Content and TV Advertising Income

Posted by Gianluigi Cuccureddu SMP in Writers on June 27, 2011  |  0 Comments More from this author  |    |  Follow Gianluigi Cuccureddu SMP on: Facebook | LinkedIn | Twitter |

Industries are getting used to the idea of extracing intelligence and insights from social media conversations to alter their proposition, marketing and communcations. For the TV industry, where more than a billion tweets and1,65 billion Facebook likes are shared it means that it has a vast pool of intelligence which it can use to enhance their business for the intended viewer.

The two core aspects that are impacted by real-time communication and analysis are TV content and TV advertising pricing.

TV Content

By analysis conversations and behavior around and about a specific show or series or network, organizations can learn what viewers are about. Netnography is the branch of Ethnography that analyses the free behaviour of individuals on the internet that uses online marketing research techniques to provide useful insights. Social media insights are a powerful set of insights.

By having a better insight and moreover a continuous understanding of the viewer target audiences, TV content can be tuned and refined, increasing relevancy and quality as seen from the specific target audience. Advertisers with branded content can adapt their offerings better to their audience, ongoing.

TV Advertising pricing

TV advertising pricing is the effect caused by better adapted content, the relevanter content-target audience is, the more premium fees can be asked. Both are symbiotic and well executed provide a virtuous cycle of quality content, pricing and a viewers which are listened to.

Top down and bottom up research

Consumer insights extracted from social media offer another advantage, not only is top down research (understanding how people think of X, Y, Z) enabled in a scalable, cost efficient and continuous manner, it also offers -with the same advantages- qualitative bottom up research. Bottom up research is investigating and understanding the target audience and see what bubbles up that doesn't neccesarily have to do with X, Y or Z.

Top down research enables organizations to keep validating their offerings, keeping up with the market to ensure the content/proposition offered is still in lign with what viewers want. Bottom up research enables pioneering market innovation, where unmet needs are moulded into new content/propositions. The benefits are vast, it enables rapid validated innovation and launches, it optimizes resource allocation and reduces cost-to-market (eg advertising costs and co-launching via social media).

Co-launching goes along with reduced costs because during the research influencers and communities are identified  which can be involved in the buzz.

The TV industry is one of these that has massive market intelligence available, are you innovating through social media insights?