Local TV VIewers Crazy For Social Media, Newspapers Generate More Tweets

MediaDailyNews Monday, May 13, 2013 by Wayne Friedman, 8 hours ago Which media does better with social media? Seems everyone can claim some victory -- with TV believing it grabs more benefits. Local broadcast TV viewers are 85% more likely to post photos and videos than users of all media -- this is compared to radio, newspapers, broadcast and cable television. But local newspapers does better all other media in generating retweets -- 54% more likely number. Radio and cable TV users will hit the Facebook "like" button more often -- 46% more likely. This data comes from the TV trade association group TVB which worked with Colligent, a social-media mapping company. TVB added in data from Nielsen and Kantar Media looking across Twitter and Facebook. The research observed social media posts among 167 million Facebook and Twitter users across 4,400 prime-time television programs, 540 consumer brands, 570 TV stations, 1,823 radio stations and 358 local and national newspapers. Concerning TV, the TVB research revealed that broadcast TV at the national and local level generated as much as 192 times more brand fans within social media than advertisers in the same category that only purchased cable. Overall, the TVB believes broadcast TV have the most balanced when it comes to social media. Brian Wieser, media industry analyst at equity research firm Pivotal Research Group, states: “This important research from the TVB highlights the growing inter-relationships between television, social media and second-screen content more generally.”