A recent partnership looks like it will produce a variety of industry initiatives designed to examine social media audiences of local TV stations.
That would be a boon to broadcasters. It’s the brainchild of BIA/Kelsey, the leading research and consulting company focused on traditional and digital media, and Share Rocket, a leader in social media ratings for the broadcast industry.
“Featured in the partnership is the addition of Share Rocket’s station-level social media data for the top 100 U.S. local television markets to BIA/Kelsey’s data and analytical software, MEDIA Access Pro, and the firm’s new advertising dashboard product, ADVantage,” reads the official partnership statement provided to MAW.
The connection between social media and traditional broadcasting is actually growing — and could help broadcasters if leveraged. The social media advertising industry in the U.S. will grow to $31.5 billion by 2021, from $14.9 billion in 2016. Some stations are already jumping on the bandwagon: a recent Share Rocket study revealed that local TV Facebook pages are growing 48 percent year over year versus Facebook’s seven percent overall average audience growth in the U.S.
“Broadcasters are intent on monetizing the value of their social audiences, especially as consumers turn to multiple channels and devices to consume content,” said Rick Ducey, the managing director at BIA/Kelsey. “Our goal in working with Share Rocket is to offer social data to broadcasters that will help them create a social currency around their audiences. We will deliver this information via industry ‘how to’ papers and within our own software products that industry professionals use daily.”
TV broadcasters could profit using their high value and premium news content to develop news packages specifically for social channels that could reach different audience segments than over-the-air alone.