Station-level social media data for the top 100 U.S. local television markets is being woven in to BIA/Kelsey‘s signature data and analytical software — MEDIA Access Pro — and the new ADVantage advertising dashboard offering.
The addition of social media metrics is the result of a new alliance with Dallas-based social media ratings company Share Rocket. The partnership will include a variety of industry initiatives designed to examine social media audiences of local TV stations.
“Broadcasters are intent on monetizing the value of their social audiences, especially as consumers turn to multiple channels and devices to consume content,” said BIA/Kelsey Managing Director Rick Ducey. “Our goal in working with Share Rocket is to offer social data to broadcasters that will help them create a social currency around their audiences. We will deliver this information via industry ‘how to’ papers and within our own software products that industry professionals use daily.”
According to BIA/Kelsey forecasts, the social media advertising industry in the U.S. will grow to $31.5 billion by 2021, from $14.9 billion in 2016. The firm has been tracking a consistent shift from traditional media channels with more ad spend shifting towards online, digital and mobile platforms. One example of this trend is revealed in a recent Share Rocket study that indicates that local TV Facebook pages are growing 48% year-over-year versus Facebook’s 7% overall average audience growth in the U.S.
“As distribution channels evolve, ratings solutions and transactional currencies are the next logical step beyond standard metrics and analytics tools for broadcasters to determine the best next steps for their social channels,” said Share Rocket CEO Chris Kraft. “Share Rocket delivers the share-based metrics broadcasters need to better understand their social audiences and improve performance both for consumers and advertisers. We are excited to partner with BIA/Kelsey to bring this data directly to broadcasters.”
BIA/Kelsey and Share Rocket are examining the social media road map for broadcasters. A White Paper, Local TV Station Roadmap for Monetizing Social Media, will be released April 22 for NAB Show attendees in Las Vegas.