As social media becomes increasingly integrated into the world of traditional media and television, large televised events like the Super Bowl and the Oscars are becoming a hotbed of social media activity. Broadcasters are embracing the trend, realizing that second screen viewing experiences offer yet another place to engage with fans, amplify messages and incorporate user-generated content into their programming.
Rise of Social Television
According to an article on The Next Web, we watch television with one or more mobile devices in our hands or within reach and we are eager to share online what we like and don’t like when we’re watching television.
Researchers Nielsen, Deloitte, Google and Thinkbox tell us:
- 75% to 85% of TV viewers use internet devices while watching.
- 60% of these multi-taskers are emailing
- Up to 52% of viewers are doing something with social media related to the show being viewed
- Between 27% to 44% browse for products spotted in a show (what are YOU wearing tonight? @VeraWang?)
According to Rob Gelick, senior vice president and general manager of digital platforms for CBS Interactive, second screen experiences exist in a space between marketing and content, and they’ve been “more wildly successful than we’d ever hoped.”
In fact, watching TV is now decidedly no longer an ‘offline experience’ for a quickly growing group of people.
Oscars and Social Media
At this year’s Oscars, social media was integrated into almost every part of the night.
While Hollywood’s greatest gathered in the Dolby Theater for the 85th annual Academy Awards, the rest of the country gathered in maybe a slightly less glamorous place — the Internet. Like any other big nationally televised event, the masses took to Twitter and Facebook to share their thoughts and excitement on everything from Seth MacFarlane’s hosting and jokes to the musical acts.
Over the course of the night there were over 8.9 million tweets about the big show (2.1 million during the red carpet and 6.8 million during the awards show).