Broadcast TV dominated the cultural currency in 2012,...
Broadcast TV dominated the cultural currency in 2012, with larger audience share and above-average use within social interactions, said a Television Bureau of Advertising (TVB) and Colligent report released Thursday (http://bit.ly/137GcKo). High social media engagement scores without sizable audiences “were…
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most prevalent for younger-skewing and cable original offerings,” the report found. Original cable dramas were the best opportunity in the cable channels to achieve “cultural currency,” the report found. Network primetime and local news programming provides the most balanced array of online social media behaviors for markets to tap into, the report found. “Social media platforms like Facebook and Twitter provide consumers with important outlets to connect with others and immerse themselves in the cultural mainstream, particularly in regards to television,” said TVB Chief Research Officer Stacy Lynn Schulman (http://bit.ly/16N6Jir). “During prime time, broadcast TV networks reach far more viewers than Facebook and when it comes to time spent, TV continues to significantly outpace all other media, including social.” Colligent, a social affinity mapping company, monitored Facebook and Twitter trends across 570 TV stations, 1,823 radio stations, 358 local and national newspapers, 650 consumer brands and over 4,400 broadcast and cable programs. Colligent’s data were compared against Nielsen Media Research Live+7 data for persons over 12 years old.