53pc dislike seeing hashtags during TV shows: TiVo report
While marketers are enthusiastic about the potential to engage television viewers via social media, a recent report from TiVo suggests that viewers themselves may not be as excited about this strategy.
The survey found that while 63 percent have noticed Twitter hashtags displayed during television shows, only 12 percent of these viewers like seeing hashtags and 53 percent dislike them. Another key finding was that only 22 percent reported ever posting on social media sites about shows they watch.
?Marketers should keep in mind that although people are using their mobile devices while watching TV, they aren't necessarily engaging with the TV shows- most likely they are reading the news, texting with friends, checking their email, etc.,? said Guillaume Lelait, general manager at Fetch.
?Marketers should create content that in some ways incentivizes users to interact with it, rather than just telling users to join the conversation with a hashtag,?he said. ?This could include the ability to interact with cast members via social, voting on plot outcomes , or getting exclusive behind the scene information about the show.?
Mr. Lelait is not affiliated with TiVo and commented based on his experience.
TiVo declined to comment.
Highly engaged viewers
While relatively few TV viewers are posting on social media about the shows they watch, a portion of those who are tend to be highly engaged. Of the 22 percent of TV viewers who are posting about TV shows, 5 percent do so a few times a week or more.
Of those who do post to social media about their TV shows, 71 percent selected Facebook as the site they most commonly post to while 24 percent post on Twitter.
Similar to the findings about Twitter hashtags, the survey also found that 37 percent of TV viewers have noticed onscreen polls and, of these, 20 percent like them while 45 percent dislike them.
Overall, the report points to an increase in the number of consumers who are multitasking during TV viewing, with 51 percent of respondents saying they multitask every time or almost every time they watch TV, up from 36 percent a year ago.
Multitasking is popular
The Second Annual TiVo Multitasking and Social TV Survey report is based on online survey conducted in August with 856 responses. Respondents were all over the age of 18 and watched at least seven hours of TV per week.
Key findings include that 94 percent have multitasked while watching TV, with 78 percent using a smartphone and 72 percent a laptop while watching TV.
Additionally, 58 percent use another device almost every or every time they watch TV while 56 percent of respondents multitasking every time or almost every time during commercial breaks.
The top activities consumers report engaging in while watching TV include browsing the Internet, named by 74 percent; reading or sending email, named by 73 percent, and text messaging, named by 71 percent.
While online engagement with favorite TV shows is prevalent, much of this activity is not happening while watching the program. The survey found that 61 percent of respondents search the Internet for information about the programs they watch and 47 percent have "liked" a show's official Facebook page.
TV as primary focus
Searching the Internet for information about a program was named by 25 percent as the top activity that increases their enjoyment of TV. Reading episode recaps and reviews comes in second at 10 percent.
The survey also found that viewers are spending more time with TV viewing as the primary focus even as they multitask, with 47 percent of respondents? total TV time spent with their primary attention on a TV show, up from 39 percent last year.
Additionally, 26 percent of TV time is spent multitasking with the main focus on another task, similar to the 2013 study while 27 percent of TV time is spent only watching TV with no multitasking, down from 35 percent in 2013.
?The AMC show Walking Dead has done a really good job in integrating social media with their viewing experience,? Mr. Lelait said. ?They have over 21 million Facebook fans and 2 million Twitter followers and are constantly encouraging fans to interact on their pages.
?They introduce weekly hashtags such as #TheWalkingDaughter and #OneLeggedHershal to promote social interaction during episodes,? he said. ?What they've really seen a lot of success in however is their second screen app, AMC's Story Sync, an interactive app and Web experience that allows viewers to predict plot outcomes, find insider information about props in the show, and interact in real time with other fans.
?The app also includes built in social sharing to incentivize social chatter, and drive awareness of AMC programs. A second screen app is a great way to engage diehard fans and encourage interaction amongst fans.?
Final Take
Chantal Tode is senior editor on Mobile Marketer, New York