Could social media take over from television as the premier advertising channel? That’s the question asked by Deloitte UK in an interesting new study.
At present the relationship is more symbiotic than competitive. The firm’s survey of 4000 adults underlines in particular how social media is helping to amplify the reach of television and finds the effect is particularly strong among 18-24 year olds, who comment on social networking sites at least occasionally on programmes they have watched. Obviously, online recommendation can be make or break for some programmes and commercials.
But the study also suggests that the relationship between the two could become more adversarial, as social networks continue to expand their reach and value, and start to attract more advertising revenue than TV. With precise targeting and real-time measurability, social media enjoys advantages which TV just can’t match, it argues.
The report has been given to attendees at the Edinburgh International TV festival, and can be requested here.