Searching for Primetime Engagement
1.2012 | North America, United States
With the proliferation of cable networks, and the rise of disruptive models such as UGC, streaming video on-demand and mobile video, it's important for broadcast networks to understand new primetime engagement by looking at a metric we call Search Intensity, or indexed searches per viewer. Here's what we found:
- Cable series demonstrate significantly higher levels of search intensity in comparison to broadcast shows. This is likely due to cable’s edgier programming, younger audience, and frequent re-run airings.
- The season premiere and finale of a show see large spikes in search intensity, and present ideal opportunities to reach viewers online. YouTube searches tend to occur at the beginning of a season, mobile searches surge toward the end, and desktop search maintains more consistent volume with less extreme swings.
- Audiences have increasingly been searching for full episodes, an indication of the growing availability of full-length TV content online.
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