Twitter has been ramping up efforts to prove itself as a valuable marketing tool for the entertainment industry, but it looks like it’s not the only platform doing so. A Nielsen study, commissioned by Facebook, revealed that the social network can “dramatically” amplify TV’s reach, especially for young adults.
The company conducted an in-depth analysis of potential audience reach using Nielsen’s U.S. TV/Internet Data Fusion panel which represents the total U.S. population of TV and PC users. In this analysis, it looked at the reach for four television networks within specific age and gender groups at different times during the day.
It was revealed that, during the daytime, Facebook has a higher reach than the TV networks for every age group containing persons younger than 55. For consumers ages 25-34, the social network added up to an incremental 41 percent reach to the TV networks.
During primetime, when TV networks reached more consumers than Facebook, the social network was a strong driver of duplicated reach — meaning that a marketer could reach the same consumers online and on TV. For consumers ages 25-34, Facebook contributed up to 36 percent duplicated reach to the four measured networks.
This might not have quite as compelling support as previous studies with Twitter, however, it does demonstrate that Facebook can be a very effective way to extend brand reach. Especially now that the social network supports hashtags.
According to Facebook Preferred Marketing Developer Offerpop, hashtags are among the fastest-growing social marketing money-maker. Companies are expanding their campaigns, figuring out which keywords and tags are doing well, and putting money behind them.
The study urges marketers to allocate advertising dollars digitally to take advantage of these reach opportunities — or be beaten to the punch by competitors. That said, you should also take other metrics into account when evaluating the effectiveness of online ads, such as time spent, engagement, and frequency.
If you’re interested in learning more, you can download the complete report to see additional data and analysis.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.