Report: NBCUniversal Executive Says Social Media Doesn’t Drive TV Ratings

shutterstock_175336361Among the basic assumptions behind Facebook and Twitter’s battle for second-screen dominance is that social media helps drive deeper engagement and better ratings for television content.

But one television executive said there’s no evidence of such a connection. NBCUniversal’s head of research Alan Wurtzel told the Financial Times that social media is “not a game changer yet” in influencing television viewing.

Wurtzel based his claim on NBCU’s experience broadcasting 1,500 hours from the Winter Olympics in Sochi this February. Only 19% of Olympic viewers posted on social media during 18-day event, and NBC concluded that high-rated events were more likely to drive social media activity than vice versa.

“A lot of people want to show that they are on the cutting edge. One of the things that is on the cutting edge is social media,” Mr. Wurtzel said. “Why wouldn’t I want to say to you, ‘We have a potent new way in which we can drive ratings?’

But “it just isn’t true”, he added. “I am saying the emperor wears no clothes. It is what it is. These are the numbers.”

Read the full story at Ft.com.

Photo by Leonard Zhukovsky / Shutterstock.com

Related Topics: Channel: Social Media Marketing | Social Media Marketing

Sponsored


About The Author: is Third Door Media's Social Media Correspondent, reporting on the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

Connect with the author via: Email | Twitter | Google+



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!