The Breaking Bad finale created a strong opportunity for social media companies to lay claims on their value to TV advertisers. 10.3 million Americans watched the Breaking Bad finale. Twitter claimed that 600,000 people posted more than 1.2 million tweets about the finale over a 10-hour period. Facebook reported 3 million people commented on the finale, including original posts, comments, and "likes" over a 24-hour period.
Both companies are hoping to capitalize on the social media conversation around television to attract more advertising spend. There certainly is a big market for social conversations and TV. An estimated one half of the US population visits social media sites while watching TV, and one in six Americans post comments about shows during broadcasts. According to Nielson, the number of viewers of such messages is 50 times the number of people actually posting, leading to a massive potential market for both the TV shows and the social media sites.
Unfortunately, as the Breaking Bad example illustrates, the science of quantifying social media conversation related to TV and selling this information to marketers is still fuzzy. Comparing Twitter counts to Facebook counts is not comparing apples to apples, and current social media revenue from advertising related to TV is not high. Social media companies must find a way to identify and compare their numbers in order to seize the rapidly growing opportunities around social media and TV.
Source: http://www.smh.com.au/digital-life/digital-life-news/critical-mass-the-power-of-tv-talk-on-social-media-20131004-2uygx.html
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