Second-screen viewers 'consume more, much more'

By Wenlei Ma | 6 September 2013
The Voice 2012: Seal, Joel Madden, Delta Goodrem and Keith Urban

Viewers who engaged with The Voice on a second screen consumed two and a half times more program content than those that didn’t, according to research commissioned by Nine and conducted by consumer insights firm The Lab.

The study found ‘progressive’ viewers of ratings juggernaut The Voice’s first season consumed 6.1 hours of the show’s content across all platforms in a week. ‘Progressive’ viewers are classified as those who used a second screen while watching the program. In contrast, ‘traditional’ viewers, defined as those who watched it without a second-screen device, consumed 2.4 hours a week.

How those ‘progressive’ viewers engaged with The Voice was through live viewing, repeat viewing, re-watching individual performances online, through social media and more. Progressive viewers engaged on digital platforms for different reasons. The official website was used by fans for engaging with news and extra content, Facebook for engaging and interacting with talent and people while Twitter was used for engaging in real time.

Seventy-three percent of progressive viewers visited the website while 82% visited The Voice’s Facebook page. Nine declined to reveal what percentage of the audience for The Voice would fall into the progressive category, only saying it was “significant”, but it is understood to be a sizable proportion. Research from the network’s Olympics coverage found 35% of its audience engaged with the global event on social media.

Nine Network research director Steve Weaver told AdNews: “What social media is doing is giving you breadth and depth of involvement. Yes, it’s splitting people’s attention but there’s a big difference between attention and engagement. The ‘progressives’ are so romanced by the content, they’ll consume it on all the online assets available.”

He added there was a plethora of research, including the PwC/ThinkBox Payback Study, which indicated the more engaged a viewer is with a program, the more favourable they are to the brands which supported it.

Sponsor Ford’s general manager marketing, David Katic, told an auto website last year searches for its Focus range surged 500% during The Voice’s broadcast and the brand started to run out of stock of the model in July and August. He credited the results to Ford’s association with the show.

The Lab director Neale Cotton said the second-screen experience created “ambient intimacy” for progressive viewers. He gave the example of judge and singer Delta Goodrem’s role on the program and in the social media community. “People felt she was part of their everyday lives and it was like they were getting to know her,” he said. “The Swisse campaign [with Goodrem] worked well to integrate one of the judges and those commercials had stronger cut-through.”

The study’s progressive and traditional groups had viewers across all demographics.

Weaver and Cotton jointly presented their findings to the Australian Market and Social Research Society’s National Conference in Sydney yesterday.

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