TVB Chief Research Officer, Stacey Lynn Schulman, Addresses Nielsen Digital Audience Study

8-01-13

Research Highlights Synergy Between Television, Facebook and Social Media Engagement – TV is the Driving Force

New York, August 1, 2013 – The TVB, the not-for-profit trade association of America’s commercial broadcast television industry, today issued the following statement from Stacey Lynn Schulman, Chief Research Officer of the TVB:

“Social media platforms like Facebook and Twitter provide consumers with important outlets to connect with others and immerse themselves in the cultural mainstream, particularly in regards to television. During Prime Time, broadcast TV networks reach far more viewers than Facebook and when it comes to time spent, TV continues to significantly outpace all other media, including social. Nielsen's research highlights the relative reach of different media (as published in their recent report "Running Digital Audiences, Walking Advertising Dollars") and the industry should continue to examine media usage as it will be evident that television use and influence remains the driving force of today’s media landscape.

"The 2013 Study of Cultural Currency, conducted by Colligent and TVB, observed the actual behaviors of 167 million social media users and confirmed the dominance of engagement with entertainment content on Facebook and Twitter, and the prominence, specifically, of television stations (60.9%) over radio stations (52.3%), cable television (46.9%) and newspapers (44.0%) in attracting highly-engaged social media users with their content."

Unlike comparing cable to broadcast reach, comparing social media and television risks mistaking an eco-system partner for a competitor. To learn more about how consumers' use of social media complements their engagement with 4,400 primetime television programs, 570 TV stations, 1,823 radio stations, 368 local and national newspapers and 540 consumer brands, contact TVB for a copy of its Cultural Currency Study (or click here).

About TVB
TVB is the not-for-profit trade association of America’s commercial broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 500 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, website and mobile. TVB provides a diverse variety of tools and resources, including this website, to support its members and to help advertisers make the best use of local ad dollars.


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