Nielsen: Social media helps TV shows

According to foreign media reports on August 5, the way people watch TV programs is changing. Social media has changed our understanding of TV programs and even the way we watch them. In addition, social media has greatly helped TV programs. It allows TV producers to better understand the audience and improve the programs. The use of the second screen actually increases the audience's enjoyment of these programs. These findings are not fundamentally different from the findings of the VentureBeat report conducted by the Council for Research Excellence funded by Nielsen in 2013. However, the latest findings confirm that as mobile phone screens are used more and more frequently, the importance of viewers is becoming increasingly prominent.

Nielsen said that in the past, viewers had a one-to-one relationship with TV shows, and in most cases the TV shows themselves provided all the information needed to make decisions about what shows to watch, plots, trailers and advertisements for new shows, but now social media is flooded with these trailers.

Nielsen’s research, which compares year-over-year, found that 25% of TV viewers have a higher awareness of TV shows as a result of social media. Other key new insights include:

1. In 2013, 15% of TV viewers said they enjoyed watching TV more when social media was involved.

2. Of all ethnic groups, social media has the greatest impact on TV viewing among Hispanics, who have the highest awareness of programming (32%), the highest enjoyment of programming (26%), and the highest percentage of live TV viewing (18%).

3.11% of program viewers said they watched more live TV, while 12% said they recorded more programs in 2013.

4. Data from Nielsen's 2014 Cross-Platform Report for the first quarter shows that, on average, adults over the age of 18 watch more than 5 hours of live programming and 34 minutes of time-shifted TV every day.

As a result, Nielsen concluded, “the social TV phenomenon is not only influencing the evolution of consumer TV experiences and programming, it is also proving to be a valuable opportunity for advertisers to access and amplify the momentum of social conversations.” Yes, more advertising in the name of momentum is exactly what we need, but so is better programming, as TV producers learn that social microphones are good for getting messages out, and mobile microphones are a great way to listen to viewers in real time.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.