One of the biggest trends in social media this year has been its integration with television. Not only are broadcasters using social media to encourage viewers to discuss their programmes but brands are increasingly getting in on the action. The fact that many people now watch television with 2 screens is allowing brands to build engagement with their adverts.  Those who watched X Factor on Saturday would have noticed the interactive adverts by car dealers VW.

The advert asked viewers to reply to the question ‘If you could only listen to one song for the rest of your life what would it be?’ using the hashtag #vwonething as part of their ‘one thing’ campaign for the launch of the seventh generation Golf.


Viewer’s choices were displayed to encourage more consumers to vote during the mid-programme message. The winning song, Queen’s ‘Bohemian Rhapsody’ was announced after the show concluded.

TV is becoming more social. This infographic by TV licensing shows that almost half of 18-24 and 25-34 year-olds take part in online discussion on the programmes they are viewing.

This year has seen a rapid growth in the use of social media and dual screen. For example, earlier this year the film Prometheus used dual screen social TV as part of its promotion. During the broadcast of Homeland, they aired the first TV trailer with related live tweets during the next ad break. They highlighted some of the best tweets using the  hashtag #areyouseeingthis.

Interactive adverts and Social TV are becoming more and more prominent. Hashtags are increasingly being integrated into TV on BBC current affairs as well as entertainment shows such as X Factor, Britain’s Got Talent and The Voice. With social media’s rapid integration with television it looks like this will be a continuing trend.

There’s also a fantastic infographic with a range of social TV stats available here.

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