The Diffusion Group, a firm which provides research and advisory services focused on media, reports that social media will increasingly be used by TV networks to supplement their program tune-in marketing. Social media platforms will rise to a 5% share of all TV marketing dollars in 2016 and 2017. This spending will climb to 10% in 2018, 2019 and 2020, and this increase reflects the growth of OTT (over-the-top) platforms to promote shows.
Alan Wolk, senior analyst for The Diffusion Group, stated that “Social is going to become the new tune-in driver.” The report also suggests that Facebook will become the big player for all things related to social TV.
This Media Post article references additional sources that estimate the four major TV networks can spend $20 million to $30 million in off-air marketing for TV shows for the start of the fall season.
The article also discusses projections for 2021 and beyond, and suggests the social media platforms that will become more relevant for TV marketers.
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