Mobile Phone Interaction = More TV Viewing
“Viewers who use their mobile phones to interact with TV shows are more likely to tune in again and to tell friends about the shows — interest that generates higher ratings and ad revenues,” says a finding from the McKinsey consulting company. It continues: “McKinsey research suggests that viewers who use their mobile phones to send text messages to TV shows, either to vote in a competition or take part in a dialogue, are highly engaged and more likely to tune in again, to tell friends about the shows, and even to buy related merchandise. This added interest can increase ratings by as much as 20 percent for mainstream shows and 100 percent for niche ones.” Based on research in Europe.
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