Television and social media: friends forever?

23 August 2010

The relationship between television and social media could become increasingly competitive, according to Deloitte, the business advisory firm, in a report published in conjunction with YouGov on behalf of the Media Guardian Edinburgh International Festival, taking place on 27-29 August.

Howard Davies media partner at Deloitte, comments: “The phenomenal pace at which social media and social networks have become entrenched within our everyday lives raises the question of their possible long-term impacts on television. The current relationship can be characterised as predominantly complementary, but limited in reach. The future relationship may be more adversarial, with advertising the battleground.

Younger age groups reveal where there may be the greatest synergy between social networks and media
“While social networks and media do support each other, the synergy varies by genre and age. Programmes aimed at younger age groups tend to experience the greatest symbiosis: a few programmes and commercials become greater successes or are plucked from obscurity thanks to online peer recommendation.

“Among UK viewers it is still the exception rather than the rule to comment on a programme currently being watched on the web. However among 18-24 year olds the practice is more widespread and it is now becoming standard for programmes targeted at this age group to incorporate a social media and social network element. However while two fifths of this age group comments, of those who comment, almost all do this only “occasionally”.

“Membership of online fan groups is similarly niche, even though over 40 percent of the UK has now signed up to Facebook. Only 7 percent of those polled have become fans of their favourite programmes but among 18-24 year olds penetration is an impressive 46 percent.

Social networks for promoting content
“More typically social networks and media have served, organically and deliberately, to raise awareness of and to main interest in programmes. The key ingredient television offers to social media and networks is content to recommend, talk about and watch.

“If social chatter is sufficiently voluminous this catalyses a snowball effect as traditional and new media pick up on the story. This typically raises the value of content – a programme with strong social currency is generally of greater appeal to advertisers as it means their brand becomes associated with content that is both watched and talked about. But the majority of programmes with the highest ratings and adverts with the greatest recall have succeeded despite not having also been social media/ network sensations

Friends forever?
“While the current relationship between television and social media/networks is largely symbiotic, in the medium-term it has the potential to turn combative, with competition for audience time and advertising budgets steadily intensifying.

“As the reach, usage and value of social media and networks steadily rise, this could cause advertising budgets to get diverted from television. Over time, Web 2.0’s reach is increasingly looking like it may emulate that of television. Combine this with online’s precise targeting and real-time measurability, and advertising rates for social networks and media could increase, as they prove their efficacy and migrate to a cost per action model - which television would struggle to replicate.

“The twin genies of social media and social networks will not be popped back into their bottle. And this means that television needs to adapt to Web 2.0’s existence, exploiting its opportunities as much as it prepares against the threats.”

Ends

Notes to editors
Official website: www.deloitte.co.uk/tmt/television

About the research
Statistics outlined in this press release are taken from a survey conducted by YouGov, based on a question set written by Deloitte, amongst 4,199 UK adults (aged 18 years plus). The sample of 4,199 respondents was split at the beginning of the survey in order that half completed the first module of questions and half completed the second. This was implemented to ensure quality of response throughout the entire questionnaire.

Fieldwork was conducted between 9th and 12th July 2010. The survey was conducted using an online interview, amongst members of the YouGov panel of individuals who have consented to take part in surveys. Respondents were sampled/weighted to reflect the UK population, based on the following criteria: age, gender, social grade, region and newspaper readership. Population figures used for sampling/weighting were sourced from the Office for National Statistics and National Readership Survey data.

About Deloitte
In this press release references to Deloitte are references to Deloitte LLP, which is among the country's leading professional services firms.

Deloitte LLP is the United Kingdom member firm of Deloitte Touche Tohmatsu Limited (“DTTL”), a UK private company limited by guarantee, whose member firms are legally separate and independent entities. Please see www.deloitte.co.uk/about for a detailed description of the legal structure of DTTL and its member firms.

The information contained in this press release is correct at the time of going to press.

Member of Deloitte Touche Tohmatsu Limited.

About MGEITF
A unique opportunity for individuals from across the media to share ideas, make new contacts and reconnect with friends and colleagues, the MediaGuardian Edinburgh International Television Festival offers delegates a varied programme of topical debates, one to one networking opportunities, master classes and keynote lectures from leading UK and international media figures. The Festival programme is developed by an Advisory Committee made up of individuals from across the industry.

The MediaGuardian Edinburgh International Television Festival is a delegate entry event which annually attracts over 2000 delegates from all sectors and levels of the industry. The Festival will take place from August 27 – 29 at the Edinburgh International Conference Centre. To find out more, and to register, please visit www.mgeitf.co.uk

MGEITF is a charitable organisation which supports and develops new talent from all backgrounds through its two talent schemes, The Network and Fast Track. Approximately one third of the delegate fees go towards supporting these initiatives.

About YouGov
YouGov is an international, full-service research company primarily using online panels to provide quantitative and qualitative research across a range of specialisms. These include consumer markets, financial services, public sector, technology and telecoms and media. YouGov’s full-service offering spans added-value consultancy, syndicated and product offers, omnibus and field and tab services.

YouGov is considered the pioneer of online market research. Through panel management expertise, flexibility and an innovative approach to recruitment, YouGov operates a quality panel of about 280,000 UK members representing all ages, socio-economic groups and other demographic types, with excellent response rates. YouGov also specialises in growing and maintaining dedicated panels of specialist consumer and professional audiences.

YouGov has been acclaimed as the UK’s most accurate opinion pollster and dominates Britain’s media polling. YouGov is one of the most quoted agencies in Britain and has a well-documented and published track record illustrating the success of its survey methods and quality of its client service work. For further information visit www.yougov.com

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