Michelle Clancy | 24-07-2013
In an effort to better quantify second-screen activity on Facebook, the social network has turned over preliminary access to data on chatter relating to television content to Trendrr, the measurement company, and it turns out that Facebookers talk about TV much more than users of other networks, including Twitter.
The analysis of second-screen Facebook activity during one week in May, for instance, found that the volume of Facebook user engagement relating to TV programming was five times as large as all other social networks combined.
Facebookers especially like to talk about major broadcast programming: activity related to NBC, ABC, CBS, FOX and other broadcast networks was seven times as large, while activity linked to cable television programming was 4.5 times as large as all other social networks combined.
Second-screen activity levels on Facebook were also particularly high among viewers of dramas and comedies.
While Spanish-language programming has shown an active presence in other social media, Trendrr found that Facebook activity involving Hispanic programming was significantly higher than other social networks combined. For example, Univision's finale of Nuestra Belleza Latina had 12 times more activity on Facebook during the on-air window.
And, the volume of Facebook social activity regarding news programming was twice that of other outlets.
Live events during airtime, such as sporting events, also showed dramatically higher levels of activity over other social networks — something that may be surprising for some marketers who view Facebook as a platform mostly for extended conversation. For example, the NBA Playoff: Knicks at Pacers on ESPN had three times the number of on-air interactions on Facebook as on all other social networks combined, as measured by Trendrr.
Trendrr and Facebook are working on a public case study of TV-related Facebook activity as part of an effort to illustrate the full breadth of engagement on Facebook's platforms. Ultimately, Trendrr hopes to begin incorporating this Facebook data into its Social TV Rankings charts, it said