Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Personal Tech
Tame your scariest paperwork. Find Out How
Average Rating:
Rate this article:  
Facebook, Twitter Battle for TV Network Ad Dollars
Facebook, Twitter Battle for TV Network Ad Dollars

By Jennifer LeClaire
September 30, 2013 2:45PM

    Bookmark and Share
The data provided to the TV networks should be seen in the larger context of Facebook trying a wide range of methodologies to prove value to marketers. By showing a direct relationship, as Twitter has, between TV and social media Facebook hopes to lure more brand and TV ad dollars to the site, said analyst Greg Sterling.
 



Social media giant Facebook is breaking a sweat to break into the advertising schemes of major television networks. The company is officially providing data to CBS, ABC, NBC and Fox to win their advertising dollars. So says a report in the Wall Street Journal.

The Journal cited Facebook officials in a story that reveals the social networking company will also share relevant data via weekly reports with a few other television networks as it strives to drive new revenue opportunities.

Among the data Facebook will serve up are how many "actions," such as likes, comments and shares, various television episodes generate on Facebook. Other data will show how many members participated in an action, according to the Journal.

Twitter's Big Move

We caught up with Greg Sterling, principal analyst at Sterling Market Intelligence, to get his take on the Wall Street Journal report. He told us Facebook and Twitter are competing hard to be the TV advertisers digital platform of choice.

"This data should be seen in the larger context of Facebook trying a wide range of methodologies to prove value to marketers," he said. "By showing a direct relationship, as Twitter has, between TV and social media Facebook hopes to lure more brand and TV ad dollars to the site."

Twitter isn't taking Facebook's moves lying down. The microblogging service just rolled out Nielsen Twitter TV Rating. The companies announced their exclusive, multi-year agreement in Dec. 2012. Essentially, Nielsen and Twitter will deliver a syndicated-standard metric around the reach of the TV conversation on Twitter.

"The Nielsen Twitter TV Rating is a significant step forward for the industry, particularly as programmers develop increasingly captivating live TV and new second-screen experiences, and advertisers create integrated ad campaigns that combine paid and earned media," said Steve Hasker, president of Global Media Products and Advertiser Solutions at Nielsen. "As a media measurement leader we recognize that Twitter is the preeminent source of real-time television engagement data."

Comparing Data Points

It remains to be seen just how robust the Nielsen Twitter TV Rating report is, but given that it carries the Nielsen name chances are it offers valuable information. By contrast, the Journal reports that the Facebook reports are surface-level. One episode of ABC's "Dancing With the Stars," for example, generated more than 1 million interactions for about 750,000 people, the paper said.

"The conversation is being generated by a group that is much more representative of the general population -- that means we should have a better signal as it relates to ratings," Daniel Slotwiner, the head of Facebook's measurement team, told the Journal.

Nielsen is helping Twitter prove its case. In August, Nielsen released findings that provide statistical evidence of a two-way causal influence between broadcast TV tune-in for a program and the Twitter conversation around that program. Nielsen's Twitter Causation Study included time series analysis to determine if Twitter activity drives increased tune-in rates for broadcast TV and if broadcast TV tune-in leads to increased Twitter activity. This latest study follows research released earlier this year that quantified the correlation between TV ratings and Twitter.

"These results substantiate what many of our TV partners have been telling us anecdotally for years: namely, that Twitter drives tune-in, especially for live, linear television programming," said Ali Rowghani, Twitter's Chief Operating Officer. He called Twitter a "complementary tool for broadcasters to engage their audience, drive conversation about their programming, and increase tune-in."
 

Tell Us What You Think
Comment:

Name:



Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.


 Personal Tech
1.   Internet of Things Comes to DIYers
2.   Social Media Haters Speak Up
3.   Nvidia Revamps Shield as Game Tablet
4.   Netflix Tops 50 Million Subscribers
5.   Verizon Boosts FiOS Upload Speeds


advertisement
Facebook Social Experiment Irks Us
Secretive test was legal, but ethical?
Average Rating:
Social Media Haters Speak Up
Survey says, now showing a little love.
Average Rating:
Netflix Tops 50 Million Subscribers
Marquee show helps boost earnings.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Dropbox for Business Beefs Up Security
Dropbox is upping its game for business users. The cloud-based storage and sharing company has rolled out new security, search and other features to boost its appeal for businesses.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 
New Web Tracking Technologies Defeat Privacy Protections
Recently developed Web tracking tools are able to circumvent even the best privacy defenses, according to a new study by researchers at Princeton and the University of Leuven in Belgium.
 

Enterprise Hardware Spotlight
Microsoft Makes Design Central to Its Future
Over the last four years, Microsoft has doubled the number of designers it employs, putting a priority on fashioning devices that work around people's lives -- and that are attractive and cool.
 
Contrary to Report, Lenovo's Staying in Small Windows Tablets
Device maker Lenovo has clarified a report that indicated it is getting out of the small Windows tablet business -- as in the ThinkPad 8 and the 8-inch Miix 2. But the firm said it is not exiting that market.
 
Seagate Unveils Networked Drives for Small Businesses
Seagate is out with five new networked attached storage products aimed at small businesses. The drives are for companies with up to 50 workers, and range in capacity from two to 20 terabytes.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.