Engage & Entertain: The Deep Focus/Yahoo! Study.
You asked for it, you got it.
As Multichannel News put it:
Viewers who go online to find out about new TV shows before they premiere are more likely to watch them regularly, and to even convince their friends to watch those programs, according to a study by Yahoo and Deep Focus.The “Engage and Entertain” study also found that there’s a direct correlation between advertising for a show–whether on TV, through a portal or billboards–and online searches regarding a program. When asked what prompted respondents to go online to learn more about a TV show, 55% said because they “saw or heard an advertisement,” according to the study.
The research was conducted by Yahoo and Deep Focus to help TV studios figure out the best way to engage consumers online, even during the traditionally slow summer TV season.
The takeaway is that TV studios should use the Internet early on to build loyalty to new shows.
And, according to the study, TV studios should be engaging with consumers even before the new TV season begins. For example, viewers who seek out information on a show online before its actual TV premiere convince an average of 5.1 of their friends to watch that show, the survey found. The study also determined that people who seek information online about new shows before they debut are 46% more likely to watch the show regularly.
Below are the viewable, zoomable, printable, and shareable topline findings of The Deep Focus/Yahoo! Study, Engage & Entertain.
If you've got questions, let me have it.
