Are The Online Marketing Efforts of TV Shows and Programs Worthwhile?

Are The Online Marketing Efforts of TV Shows and Programs Worthwhile?

Many go online to further engage with content seen on TV; men and women and adults of different ages do so in different ways

NEW YORK, March 30, 2011 /PRNewswire/ -- Marketers are increasingly spending time, money and creativity to reach their audiences in non-traditional ways. A recent 24/7 Wall St./Harris Poll on Social Media and Television set out to see if these efforts are paying off. It found that many Americans are participating in this type of interactions. Among online U.S. adults, two in five say they have gone online or utilized social media to comment, post, watch or read

something about a television show or program (43%). Among these 80-some million people, a third say they have done so after watching a TV show or program (33%) and fewer say they have done so either before watching (18%) or while watching (17%) a TV show or program.

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These are some of the findings ofa new 24/7 Wall St./Harris Poll surveyof 2,526 U.S. adults surveyed online between March 11 and 15, 2011 by Harris Interactive.

Younger online adults are much more likely to take part in these activities than are older people -- six in ten of those 18-34 say they have engaged with TV programs in this way (59%), compared to fewer adults aged 35-44 (40%), 45-54 (36%) and 55 and older (28%) who say the same. When adults are doing these things also varies by age. Three in ten of those 18-34 years (31%) say they have gone online to do these activities while watching a TV program, compared to very few adults 55 and older who have done the same (5%). Adults 55 and older, on the other hand, are most likely to go online after seeing a TV program (22%) if they are going to go online at all.

This poll also finds that:

-- Half of adults who engage with TV shows or programs online (53%) do so
in an individual forum such as by posting on their own or a friend's
Facebook page, Twitter account or blog, 44% do so on a website or page
created by the TV content provider such as a TV network's Facebook page
or website, and a third (33%) do so on a separate media outlet's site,
such as an entertainment or news site;
-- Women are more likely than men to engage in an individual forum (57% vs.
50%), while men are more likely than women to do so on a separate media
outlet's site (38% vs. 27%);
-- Younger adults are more likely than those older to engage individually
while older adults are somewhat more likely to do so on a site or page
created by the content provider;
-- Two in five online adults are a fan or a follower of a TV network,
program or show on Facebook or Twitter (39%) while the same number are
not (41%); one in five do not use Facebook or Twitter (20%);
-- Three quarters of adults who engage with TV programs or shows online say
that it provides more information, which is an important reason why they
do it (76%), two thirds say the analysis or summary is important to them
(68%) or it's a source of additional entertainment, which is important
(67%); half say that it's important that they engage with other viewers
(51%);
-- All age groups are equally likely to place importance on finding
additional information online (between 75% and 77%), but younger adults
are more likely to place importance on engaging with other viewers (54%
of those 18-34 and 56% of those 35-44 compared to 40% of those 55 and
older); and,
-- Among the online adults who do not comment, post, watch, view or read
anything about TV programs or shows online, six in ten say it's because
they don't want or need to (60%), a third say they don't think about it
(34%), one in five say they don't have the time (20%) and fewer list
privacy (12%) or other reasons (7%).

So What?

Many TV networks, programs and shows are investing in websites, online programming and social media outreach to further capture and engage their audiences, and, most online adults are aware of these efforts - almost six in ten say that when watching a program on television they are aware of additional material available online (57%). However, depending on who a marketer wants to target, they might be well advised to focus their efforts accordingly since this poll makes clear that different groups sign online in different ways, and at different times.

TABLE 1
UTILIZED TECHNOLOGY OR SOCIAL MEDIA WITH REGARDS TO TV PROGRAMS
"Have you ever gone online or utilized social media to comment, post,
watch or read anything about a television show or program? Please
select all that apply."
Base: All online U.S. adults

Total Age Education
H.S. College
or Some grad
18-34 35-44 45-54 55+ less college +
% % % % % % % %
Engages with programs
online (NET) 43 59 40 36 28 35 47 48
Yes, before watching
the program 18 28 18 14 8 13 22 21
Yes, while watching
the program 17 31 16 10 5 12 19 21
Yes, after watching
the program 33 42 33 31 22 26 37 38
------------------- --- --- --- --- --- --- --- ---
No I have never used
technology or social
media in this way 57 41 60 64 72 65 53 52
--------------------- --- --- --- --- --- --- --- ---

Total Gender Children in HH
Child No Child
Male Female in HH in HH
% % % % %
Engages with programs online
(NET) 43 43 42 47 40
Yes, before watching the
program 18 19 18 20 17
Yes, while watching the
program 17 19 14 21 15
Yes, after watching the
program 33 31 35 36 32
----------------------- --- --- --- --- ---
No I have never used
technology or social media
in this way 57 57 58 53 60
--------------------------- --- --- --- --- ---

Note: Multiple response

TABLE 2
WAYS TECHNOLOGY AND SOCIAL MEDIA HAS BEEN USED
"How have you used technology or social media to comment, post, watch
or read about what you've seen on television? Please select all
that apply."
Base: Adults who have engaged with TV programs online

Total Gender Age
Male Female 18-34 35-44 45-54 55+
% % % % % % %
In an individual forum
(e.g., posting on my own
or a friend's Facebook
page, Twitter account,
blog posting) 53 50 57 61 59 44 35
On a website or page
created by the content
provider (e.g., a
television network's
Facebook page, network's
website) 44 45 44 41 42 52 47
On a separate media
outlet's site (e.g., an
entertainment or news
site or blog) 33 38 27 34 34 33 28
Other 9 9 8 9 6 6 13

Note: Multiple response

TABLE 3A
IMPORTANT REASONS FOR USING ONLINE RESOURCES FOR TV PROGRAMS
"How important to you, if at all, are each of the reasons for why you
go online to comment, post, watch or read about television shows or
programs?"
Base: Adults who have engaged with TV programs online (43% of all
online adults)

Important Very Somewhat
(NET) important important
% % %
Provides
more
information 76 22 54
The
analysis
or summary 68 14 53
A source of
additional
entertainment 67 15 52
Engage with
other
viewers 51 12 39

Not Not Not at
important very all
(NET) important important
% % %
Provides
more
information 24 17 8
The
analysis
or summary 32 21 12
A source of
additional
entertainment 33 20 13
Engage with
other
viewers 49 24 25

Note: Percentages may not add up to 100% due to rounding

TABLE 3B
IMPORTANT REASONS FOR USING ONLINE RESOURCES FOR TV PROGRAMS
"How important to you, if at all, are each of the reasons for why you
go online to comment, post, watch or read about television shows or
programs?"
Summary of those saying "very important" or "somewhat important"
Base: Adults who have engaged with TV programs online (43% of all
online adults)

Total Age
18-34 35-44 45-54 55+
% % % % %
Provides more
information 76 76 76 77 75
The analysis or
summary 68 68 68 66 67
A source of
additional
entertainment 67 69 75 62 56
Engage with other
viewers 51 54 56 47 40

Note: Percentages may not add up to 100% due to rounding

TABLE 4
WHY SOME PEOPLE DON'T GO ONLINE FOR TV PROGRAMS
"Which of the following, if any, are reasons why you do not go online
to comment, post, watch, view or read about television shows or
programs? Please select all that apply."
Base: Online adults who do not engage with TV programs online (57% of
all online adults)

Total Age
18-34 35-44 45-54 55+
% % % % %
I don't want/need to. 60 55 62 59 62
I don't think about it. 34 38 34 33 31
I don't have time. 20 27 23 20 13
Privacy reasons 12 12 10 11 14
Other 7 8 6 7 5

Note: Multiple response

TABLE 5
FOLLOW TV SHOWS OR PROGRAMS ON FACEBOOK OR TWITTER
"Are you a fan on Facebook, or a follower on Twitter of any
television networks, programs or shows?"
Base: All online U.S. adults

Total Age Gender
18-34 35-44 45-54 55+ Male Female
% % % % % % %
Yes (fan or follower) 39 51 42 33 25 34 44
No (not a fan or
follower) 41 36 39 43 46 45 36
Not applicable -I do
not use Facebook or
Twitter 20 12 19 24 29 21 20

Note: Percentages may not add to 100% due to rounding

TABLE 6
AWARENESS OF ADDITIONAL MATERIAL ONLINE
"Some television networks and programs create additional online
content. When you are watching a program on television, how aware
are you of any additional material (e.g., extra scenes, interviews,
question and answer forums, facts and statistics) available online?"
Base: All online U.S. adults

Total Age Gender
18-34 35-44 45-54 55+ Male Female
% % % % % % %
Aware (NET) 57 64 55 58 50 60 55
Very aware 12 14 12 12 10 13 11
Somewhat aware 45 50 43 46 40 47 44
Not aware (NET) 43 36 45 42 50 40 45
Not very aware 22 24 25 17 20 22 21
Not at all aware 21 13 20 25 30 18 24

Note: Percentages may not add to 100% due to rounding

Methodology

This 24/7 Wall St./Harris Poll was conducted online within the United States between March 11 and 15, 2011 among 2,526 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Where appropriate, this data were also weighted to reflect the composition of the adult online population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

The Harris Poll(®)#43, March 30, 2011

By Samantha Braverman, Senior Project Researcher, Harris Interactive

About Harris Interactive

Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us - and our clients - stay ahead of what's next. For more information, please visit www.harrisinteractive.com.

About 24/7 Wall St.

24/7 Wall St. is a leading independent financial news and opinion website focused on the U.S. and global equity markets. The site publishes over 20 original articles a day on topics ranging from stock and sector news and market commentary to financial analysis and industry research. Through syndication partnerships, 24/7 Wall St.'s articles are republished by the leading financial networks and the largest news websites, including Dow Jones Marketwatch, The Street, AOL's Daily Finance, The Huffington Post, Yahoo! Finance, The Atlantic, and Comcast.net. For more information, please visit www.247wallst.com.

Press Contact:Corporate CommunicationsHarris Interactive212-539-9600press@harrisinteractive.net

SOURCE Harris Interactive

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