Second screening doubters – let them eat cake?
The debate over second screening just swung firmly back in Twitter’s direction. No-one disputes Twitter’s analysis that the majority of TV viewers engaging with programming like Great British Bake Off, X Factor and Masterchef are tweeting whilst watching. The recent debate has focused on the revelation that whilst this is true, less than half of these consumers are tweeting about the actual programme and are instead discussing less weighty matters than “the showstopper” or judge’s houses”.
Now analysis suggests that whilst around 30% of viewers are genuinely second screening during key events, these are “voracious multiscreeners” with much higher follower numbers and influence than your average social media user. So whilst brand’s gross reach may be limited via second screening, the opportunity to “influence the influencers” is substantial.
What we also know is that The Great British Bake Off Final generated more than 1.1 million tweets under the hashgtag #GBBO last year – and we’ll be there, voraciously multiscreening, come Wednesday 8th October. C’mon Richard!