Monday, 13 August 2012

A TALE OF TWO AUDIENCES: SOCIAL MEDIA VS TV

NBC achieved a 31.1 million average primetime viewership for its coverage of the Olympics. The best for non-U.S. Summer Olympics in 36 Years. This number tops Beijing by 12% and Athens by 25%.

If like me you were pissed off trying to watch live the most exciting parts of the Olympics in the US, you might be stunned at this number, but also perhaps grudgingly respectful at this media sleight of hand. The hashtag #NBCFail exploded across Twitter.  Influencers across social media screamed out their disapproval to anyone listening. Check out some of the tweets here on #NBCFail.






NBC's TV strategy was simple, broadcast the 'tier 2' sports during the day live, and then rebroadcast during primetime the 'tier 1' events, when they could accumulate the most profitable advertising spend. If you really wanted to watch live events, and you had a cable subscription you could live stream it over the net. Few people were happy with this solution, including me. I got pissed off, others got even more pissed off.

You'll see below a timeline of the tweets, showing social media anger throughout the Olympics, topped and tailed by criticism of broadcasting of the opening and closing ceremony.


This starts to show two things for me:
- The social media audience is influential, but only amongst the social media audience. There are broken links in the social maps that connect society through social media. Not everybody can yet be reached and influenced through social media. And even when they are reached, it's not clear how influential that is.

- Winning in ratings isn't always winning. Their strategy was so transparently manipulative that it has damaged their brand.  NBC rightly believed that if you have the content that people want, however pissed off they get, they'll still tune in and watch. Like me, people were pissed off with the time delay, and the fact you already knew the result before you watched, but you still just obediently tuned-in and watched   NBC won, but it was a pyrrhic victory, that has left a lot of people very unhappy with them.  But perhaps this is what it now takes to make money in these tough time for content owners.

38 comments:

Tyler Turnbull said...

Great post, Tony.

Tony Effik said...

Good to hear from you Ty. Hope Toronto is treating you well.

Ville said...

The polar opposite to BBC then - they nailed it. Two channels devoted to live stream, but programming was obviously chosen according to TeamGB potential. But for everyone else, there was a intuitively built online BBC-iPlayer-based streamer where you could select individual sports as well as jump to the 'chapter' (event) you wanted to watch.

Well done BBC, well done.

Anonymous said...

Great post Tony....as always. Incredible timing too that NBC are not showing the greatest Paraolympics on earth too....apparently they plan to do a 90 minute show once it's all over....

Zama Tea Company said...

Advantageously, the article is actually the greatest on this worthy topic. I concur with your conclusions and will eagerly look forward to your coming updates. Saying thanks will not just be enough for the extraordinary clarity in your writing. I have a site which is based on great essential topic. Just click on me to know details...
shop tea
shop for tea
tea for sale
buy green tea
buy leaf tea & nbsp
buy loose leaf tea

Military Challenge Coins said...

I think now days social media is good now days every youngster now using social media instead of TV.

action games said...

nice post need more info

Terrance Siler said...

The ny social media marketing is indeed one of the factors why NBC got that number of viewership. No matter how we wanted to watch Olympics live, we would always tune to networking sites to know earlier updates than watching threads of NBC's commercials.

Anni Aktar Anika said...

Great tips, thank you for sharing. Social Media for corporation is like meeting an interesting person at the bus stop. How do you start the conversation? Say Hello.
It's not about just posting content is about connecting with your fans and speaking their language. Thank you.
ALL SOCIAL NETWORKING TIPS in this link. london social media agency


Anonymous said...

I visited several websites except the audio feature for audio songs current at this web site
is actually wonderful.

My web site: http://www.digitalies.net/

Anonymous said...

Pretty nice post. I simply stumbled upon your weblog and
wished to mention that I've truly loved surfing around your blog posts. In any case I'll be subscribing to your feed and I hope you write again very soon!


Here is my page; christmas shopping

Anonymous said...

Hey There. I discovered your blog the usage of msn.

This is a very smartly written article. I'll make sure to bookmark it and come back to learn more of your useful information. Thank you for the post. I will certainly comeback.

My site: electric juicer easy

Anonymous said...

DDUP Q1 2009 Earnings Call April 23, 2009 5:00 PM ET Operator Good day, Ladies and Gentlemen
and welcome to the first web page record on Google Maps.
Method1: Using CTRL+ALT+DEL to change Windows website
backgrounds password change is far more than an online newspaper.


Here is my web-site - http://www.intelligentpositioning.com/Blog/2011/09/how-referral-traffic-improves-your-rankings-in-google/

Anonymous said...

The roster of recording artists who play Taylor guitar case racks reads like
the Rock and Roll Music. He used that time.

Also visit my weblog :: go here

Anonymous said...

The solar quadcopter energy systems. But what we do. If you like this article share
it, Tweet it, or follow me on Facebook. It was through herculean
efforts by a thousand heroes at both of those.
What's the value of a high-protein product in animal feed for the future. The presentation will be webcast and available in the fourth quarter of 2012. 50 corn because of the price differential. Ian Horowitz Topeka Capital Okay, great.

My website :: renewable power generation

Anonymous said...

This cellulitis fever removal procedure is that there
is a non-needle mesotherapy injection that can still deliver strong results.

Get started on some kind of topical technique," explains Dr.

Feel free to surf to my web-site - cellulite east africa

Anonymous said...

Remarkable! Its really awesome post, I have got much clear idea regarding from this post.


my web blog jack lalane power juicer

Anonymous said...

I want to to thank you for this fantastic read!! I absolutely enjoyed
every little bit of it. I have got you book-marked to check
out new things you post…

My web page ... http://independent.academia.Edu/

Anonymous said...

It's a pity you don't have a donate button! I'd without a doubt donate to this outstanding blog! I guess for now i'll settle for bookmarking and adding your RSS feed to my
Google account. I look forward to fresh updates and will
talk about this website with my Facebook group. Chat soon!

My web site ... mystmu.com

Anonymous said...

Thanks in favor of sharing such a good thought,
article is pleasant, thats why i have read it completely

Feel free to visit my blog ... electric juicer easy

Anonymous said...

It's amazing in support of me to have a web site, which is valuable for my know-how. thanks admin

My weblog: juice fast

Anonymous said...

I truly love your site.. Pleasant colors & theme.
Did you create this website yourself? Please reply back as I'm planning to create my very own blog and would love to know where you got this from or exactly what the theme is named. Cheers!

Look into my webpage ... http://gocode.org/

Anonymous said...

Hello! Someone in my Myspace group shared this website with us so I came to check it out.
I'm definitely loving the information. I'm book-marking and will
be tweeting this to my followers! Terrific blog and outstanding style and design.


Here is my site wonder file

asima khan said...

Thank you for providing the information. I would like to see some more blogs on this topicsocial media marketing

James Rogers said...

good to hear you. thanks.
Office Furniture for Sale

Clinique Esthetique said...


This is an intresting blog that you have posted, you shares a lot of things about Botox Injections for Sweating, Facial

Skin Peel and Mesotherapy

London
. Which are very informative for us.Thanks

Abdullahel Kafe said...

Great post. Its very interesting and enjoyable. Its must be helpful for us. Thanks for sharing your nice post.
disable people

Abdullahel Kafe said...

Wow, Excellent post. This article is really very interesting and effective. I think its must be helpful for us. Thanks for sharing your informative.
mentalist

Jenny Watson said...

hey.! great post dude. i am waiting for your more info.
Netflix Overseas

Anonymous said...

e cig forum, best electronic cigarettes, e cigarettes, smokeless cigarettes, e cigarette reviews, electronic cigarettes

Clinique Esthetique said...


This is an intresting blog that you have posted, you shares a lot of things about Mesotherapy Facial, Best

Treatment For Hair Loss and Skin Peel Treatment. Which are very informative for us.Thanks

Abcd Abcd said...

Buy Personalized Gifts for Kids

Alison Kpi said...



EPOS provide powerful and premium Retail POS System, Point of Sale system,
cash register machine plus pos software for restaurants, f&b companies and
retail stores in Singapore. Selecting a Point of Sale, Inventory Management


POS System should be a simple task but it's quite often complicated by
vendors with little experience. At EPOS we have been working closely with
business owners to ensure our system meets or exceeds our client's expectations.
Our goal is to provide our customers with

quality Point of Sale system and at reasonable price.

Buy Fast Like said...

Thanks for your marvelous posting! I seriously enjoyed reading it, you can be a great author. I will be sure to bookmark your blog and will come back in the foreseeable future. I want to encourage that you continue your great job, have a nice afternoon! buy followers on twitter intended for facebook marketing and advertising you can actually gain twitter followers, Facebook or myspace fans/likes along with Dailymotion landscapes along with remarks. If you would like to help buy followers on twitter, we could enable you to! i am All Social Service provider . I am selling those service on, please take a look Buy Fast Like

Hiral Cooper said...

Nice to read this article will be very helpful in the future, share more info with us. Good job!
google certified agency in mississippi

historypak said...

Thanks for the blog loaded with so many information. Stopping by your blog helped me to get what I was looking for. http://conseguir-seguidores.es/

historypak said...

I think that thanks for the valuabe information and insights you have so provided here. Blog Comments …….. Blog Comments
Thanks for sharing us. Blog Comments …….. Buy BackLinks

قمة الدقة said...

شركة قمة الدقة للخدمات المنزلية
شركة كشف تسربات المياه بالدمام
شركة كشف تسربات المياه بالخبر
شركة مكافحة حشرات ببقيق
شركة كشف تسربات المياه ببقيق