​Discovery Communications, in partnership with MediaVest, has released a new joint study identifying a group of TV-watching consumers with the potential to affect what their family and friends watch on television.

This group, dubbed “lead influencers” by the study, watches a high volume of TV (four in 10 watch more than 15 hours a week) but perhaps more importantly, views content across both traditional and digital platforms, and shares their experiences with other viewers. According to the study, lead influencers are 49% more likely than all TV viewers to tweet about a show, 47% more likely to text or email about a show, 47% more likely to like a show on Facebook, and 67% more likely to use a show’s apps.

They are also more disposed to sharing ads they find clever or funny with friends.

Read more at Broadcasting & Cable.

Brief Take: With advertising and content extending further and further beyond the linear TV experience, those who satiate the desires of these lead influencers will be building an engagement framework for not just them, but the majority of viewers lining up to follow them into the future of media consumption.

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