TVloop Blog

This shouldn’t come as a great surprise to those of us that spend our personal and work lives online, but TVWeek is reporting that increased exposure equals increased engagement.  The article is the result of a study MTV conducted in conjunction with Harris Poll to determine if interacting with content/programming on multiple screens (TV, PC, mobile, etc) increases the engagement with that content.

My first thought when I read the article was “Yeah, no kidding”.  Being in social media, I guess the concept of driving engagement by facilitating interaction comes second nature.  But then I realized that this could make my job, and the job of our sales team much easier.  A major broadcast content provider has seen the light, and is admitting that to be successful they need to deliver their content where their users want it, not necessarily where they want to provide it.  Cue the hallelujahs and angels descending from on high.  The impact of this study could be significant across the broadcasting landscape. It means the TV guys may finally be getting it.

Here are some key points from the TVWeek article:

—The more involved a viewer is with the content, the more effective the advertising is for that viewer.

—The more involved the viewer, the more cross-platform activity they engage in, and therefore crossing platforms with an advertising campaign increases the likelihood of targeting the most involved viewers.

—The pattern is repeated across virtually every program measured, which in this study encompassed about two dozen television shows.

MTV breaks die-hard fans into two categories: seekers and generators.  Seekers are fans of shows and content that actively seek additional avenues to engage with that content across multiple platforms.  Most of the 17 million users of TVLoop applications on Facebook are probably be seekers since they actively sought out an avenue to express their affinity and consumer content.  Generators are the really hard-core fans that not only consume content, but create it as well. These are the top 1% of the population and drive much of the behavior of the seekers.

The net result is that the more a viewer consumes and creates content, the stronger their affinity for that particular program or content.  That means that as brands weave themselves into the fabric of the user experience, they can ride the coattails of that affinity to drive engagement with their particular brand or product.  Increased engagement thereby drives increased message retention and so on and so forth.

That’s exactly what we do for a living every day here at TVLoop.  We enable brands to connect with TV fans in new and engaging ways.  Not only that, but this study suggests that the more consumers are exposed to the same brand message when viewing content across multiple platforms, but the more they will retain that message.  Attention all consumer brands that advertise on broadcast TV - our sales team can be reached at sales@watercooler-inc.com.  We look forward to hearing from you.