The most successful shows tended to offer strong social media hubs for the program at a network site or show-specific hubs, along with extensive Facebook FB 0.31% pages and Twitter engagement. “Glee’s” characters each have their own Twitter feeds, for instance.
For advertisers who are chasing these users, it’s important to set up national media campaigns that take into account online video, as well as anything “that extends a brand beyond the television viewing occasion.”
“A big part of the negotiation now,” said Kahn, “is about how do we extend television campaigns so that they live in social media and online video? That’s something [ad agencies and programmers] are trying to figure out together.”
Via ABC Multiplatform