An anonymous reader writes: TV Broadcasters Adopting Mobile To Drive Ratings Higher
New Text Mobile Alerts Platform Gives Broadcasters Ability To Alert Audiences to New Shows
January 21, 2010: Atlanta, Georgia: FanDriveMedia, a mobile entertainment company announced today that its new mobile technology for TV broadcasters was instrumental in driving improved TV ratings for several stations during the most recent sweeps week. TV Broadcasters are now using mobile as a value add to existing ad offerings.
This technology gives TV broadcast companies the ability to interact with local audiences using live input from fans, text message reminders and mobile WAP sites to specific shows. Using this technology, stations are creating a major new value add to existing media buys and bringing additional value to advertisers by finding new ways for fans to connect to their favorite content. Most importantly is that broadcasters now have the ability to deliver advertisers the much sought after “Three screens” media buy consisting of TV, Internet and the mobile screens.
“The numbers from our NFL Tailgate Sunday show continue to improve since we added the mobile marketing to the mix and really became obvious over the course of the recent NFL season. Despite the disappointing season the Cleveland Browns had we saw our ratings increase each month. FanDriveMedia has delivered a live interactive element to the television show that we didn’t have before and the viewers love it. We know our audience expects us to inform and entertain them and we are using mobile to do both.” said Rob Boenau, WOIO Channel 19’s Marketing Director in Cleveland. “Mobile marketing has also allowed us to give our advertisers more value for their money today by including a mobile component,” added Boenau.
Recent surveys conducted show that SMS interactivity could boost TV show ratings by up to 20 percent with just a couple of thumbs. Mobile allows audiences to get more involved with their favorite program as it drives TV viewer ship. The new mobile technology is helping to drive ratings at a time when stations are struggling to meet the needs of an ever more demanding marketplace. Mobile allows stations to create more opportunities to engage their audience outside of the actual viewing time.
It’s proven that text messaging is effective at driving TV ratings. The sweeps week numbers offer up the evidence. Not only is SMS being used to drive show ratings but its being added to a record
number of existing advertising and marketing campaigns,” Said JB Vick President of FanDriveMedia.
“During the last two sweep periods several really innovative marketing directors in broadcast TV stepped up their efforts to make mobile marketing part of their total media mix, meeting their clients need for more bang for their buck. With results like these, expect to see more TV stations finding innovative uses of mobile marketing to create connections with their audience and more marketing teams adding this new technology component to their overall advertising plans” added Vick.
Mobile will continue to play a vital and prominent role as more broadcasters include it in their media programs. Advertisers will use mobile as a cost effective way to reach and target the large audience broadcasters can deliver.