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Monday, October 7, 2013

Build it and they will come: Tweets and Television



A trend of measuring "tweets" to judge a programs reach comes directly from the perception of advertisers that the only audience worth seeking is 12 to 30 or by extension 18 to 40. The logic is that they have the money to spend, are dating, buying stuff they do not need or setting up households.

What this misses is that everyone spends, and that the largest TV viewing audience is 35 to 50, followed by 65 plus (Baby Boomers start at 55).

It also misses that everyone is after the same 18 to 40 audience, segmenting the target of a shrinking audience.

True this age group has surpassed the baby boom in number of members alive and buying things, but this key age group is also far more likely to be using video games, working two jobs, off doing other things or spending their time on their computers and their phones. Stereotypes held up by Nielson, Pew and other research companies.

Males are hard to find as a television viewing audience. The exception lies in the top programs on TV and on Cable....Football, football, football, baseball playoffs (how did that get in there) and more football.

So we have ESPN, FOX Sports, NBC Sports, CBS Sports and other networks battling for that demographic.

Now comes a way to measure teen and young adult interest in programs, topics, and their habits...

Tweets.

And Nielson is measuring tweets about television, as reported in the LA Times, Wall Street Journal and other publications.

But does it tells us anything?

Why not just look at all viewers and their spending habits or program quality material under the belief..."if you build it they will come."

Too idealistic.

I guess I am a FaceBook person and not a Twitter Tweeter!

-Art Lynch

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