For marketers with the dollars to advertise on the spots between TV shows, knowing which shows have the most social media clout – especially among Facebook users – can be really handy.
That’s according to a white paper from Seevibes, a Montreal-based digital agency measuring social media audiences for broadcasters and advertisers. As common sense might indicate, In a report measuring Canadian Facebook users’ engagement with TV shows, Seevibes found viewers’ profile information can help marketers craft better messages.
During the first quarter of this year, about 5.4 million Facebook users interacted in some way with the public Facebook pages of TV shows broadcasted in Canada. Out of those users, about 54 per cent of them also showed interest in some brand or product category on Facebook.
By looking at these audiences and analyzing their behaviour on social media, Seevibes has pulled together some figures on brand affinity, a term showing which shows are most likely to appeal to viewers who like specific brands.
To calculate numbers on brand affinity, Seevibes looked at 1,200 TV shows and 660 brands within Canada, as well as 31 different product categories, including food, automobile, and tourism.
Within the food category, the show with the highest brand affinity turned out to be MasterChef Canada, followed by Baby Daddy, Wahlburgers, Degrassi, and Live with Kelly and Michael.
Among automobile fans, the most popular shows included IndyCar Racing, NASCAR Racing, Fast N’ Loud, Canada AM, and CBC News. However, Seevibes found the social audience of Ford, the automotive brand, were most likely to interact with NASCAR Racing on Facebook. By contrast, they were least likely to connect with a show like Shipping Wars.
Having information like this may help marketers connect with TV viewers who are likely to already embrace their brands on Facebook, or to interact with their pages on the social network. It may also help with understanding what consumers want, so marketers are better able to make better pitches, tailor their messages, and potentially even bundle TV and social together by partnering with advertisers – a potential win for both brands and for the channels broadcasting these TV shows.
For the full white paper, head on over here.