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Nielsens report: Brands are capturing the attention of audiences in social TV
Patricia Molina| 29 de septiembre de 2014
Los telespectadores se han convertido en valiosos embajadores sociales para los anunciantes
Social media has transformed the way people watch TV in a collective experience, even for those who see their own TV at home. According to the Nielsen report, Digital Consumers 2014, 84% of the owners of smartphones and tablets in the United States watch television with a second screen on hand. These devices are fostering conversations among friends and fans on social media and in real time as programs are developed. So viewers have become valuable social ambassadors for advertisers, whose goal is to maximize the impact of their campaigns in the media, but there are many factors to consider. Advertisers must look at the features of the programming to identify areas that regularly generate conversations in social media, in addition to analyze the audience to understand its size and demographics.To learn more about how audiences vary in the categories of brands which consumers tend to talk, Nielsen also analyzed the affinity between TV chains and three separate categories of brands. The analysis found differences between audiences in each category and their chances of participating in a social conversation, so that advertisers can use this to attract the appropriate consumer. The affinity with the brands can help advertisers to use these media spaces to achieve their campaign goals and also help inform the positioning of the programming while sales strategies are built.
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