Social TV refers to consumer’s interactions and communications related to television programming content on social networks. Audience members tweet, comment, and repost content related to TV programming while simultaneously watching television. Marketers can reach and engage audience by connecting social media and mobile to television programming. Studies show Twitter drives TV engagement and Social TV is a rising phenomenon, especially with Black viewers.
Social media affects TV programming choices among African-Americans and the Nielsen report confirms that “compared to the national averages, a greater percentage of African-Americans report watching more live TV, being aware of more programs, recording programs, and enjoying television more as a result of social media.” Because of social media, “26% of African-American’s are more aware of programs, 22% say they enjoy television more, 13% record more programs, 14% watch more live TV and sample shows online and 1% watch because of spoilers.” Overall, Social media has a positive impact on viewers.
In conclusion, the research data confirms that, in order to gain TV show ratings, a campaign must reach its Black target audience where it hangs out with and adjust is campaign strategy to it’s African-American viewer’s evolved viewing experience.