Today Montreal's Seevibes published a white paper study about social television in Canada to celebrate the launch of Seevibes Market Insight.
Seevibes specializes in the global measurement and targeting of the social TV audience and Market Insightallows broadcasters, agencies and advertisers access to any market’s social audience, through over 100 channels and 265,000 broadcasted programs in Canada.
With the use of the Seevibes Market Insight, media professionals have the opportunity to complement traditional TV ratings and learn more about the behaviours of viewers. Through the use of ten key performance indicators, users can determine which programs are the most interesting to viewers, analyze the impact of their digital strategies and communicate their social performance.
Coinciding with the launch of the Market Insight, Seevibes has prepared a white paper study about the state of social television in Canada. The study highlights some key industry figures while outliing the best practices for measuring social audience.
Here is a sample of what we learned about social television in Canada:
- In the first quarter of 2014, Canadians generated nearly 57 million interactions about television. 77% of these interactions took place on Facebook and 23% on Twitter.
- Viewer behaviour is changing fast: 7 million viewers were engaged on social media in the first quarter of 2014 in Canada. Moreover, we observed an increase in social participation of viewers over 12% compared to Q1 2013.
- Participants do not engage with the same content on Twitter and Facebook. Sport broadcasts are widely commented on Twitter during games, while TV series or reality TV, with a more complex narrative universe, generates more Facebook participation.