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Avid TV viewers are increasingly turning to theInternet to fuel passion for their favorite shows. Butwhat type of information are they seeking, what dothey do with that information, and how does it differbetween dramas, comedies and reality TV?In order to better understand the differences betweenTV viewers of reality versus drama and comedy TVshows, Yahoo! partnered with interactive marketingagency, Deep Focus, on

Engage and Entertain: theImpact of the Internet on your TV Show Brand

, anin-depth study fielded from September throughDecember 2007.

The results from this study provideinsight for marketers into the different informationneeds and preferences among viewers of different TVshow genres to help better inform TV show onlineengagement models.TV viewers are going online to learn more, from adesire to initiate and participate in the latest “whathappened on the show last night” water cooler buzzto a need to know as much as possible about plot,characters and actors. It is these differences thatprovide insight into how to most effectively engageviewers of different types of TV shows.

In “Reality,” Online Engagement FuelsWater Cooler Buzz

Viewers of reality TV shows want to be part of thehype. They seek the information they need to engagewith other viewers online and offline with a voice thatshows they are “in the know.”The majority (68%) are driven to the Internet immedi-ately after they’ve viewed an episode (versus 37%who seek TV information online prior to viewing anepisode). They are likely to look for backgroundinformation on the show and cast and are less likelyto be seeking previews or information on the show’swriters/producers and directors.Because they seek connection, the majority of viewersof reality TV want to share the information they find.Sixty-four percent (64%) seek information specificallyto share, with 49% reporting they look for informationonline both for themselves and to share with others.

“Dramatically” Speaking, OnlineEngagement Adds Depth Of Knowledge

Viewers of dramas and comedies want to be experts,not just on the show but also on the writers, actorsand others involved in production. They are drawn inby the writing, the cast and the themes of the show,and they seek additional information that helps themengage more deeply with the story-telling that hasbecome a part of their lives.The majority are driven to the Internet on a moreconstant basis, both before they view an episode(53% for drama; 54% for comedy) and immediatelyafter they’ve viewed an episode (54% for drama; 51%for comedy). As with viewers of reality TV, they arelikely to look for background information on the showand cast, but they also seek information on the plotof future episodes and are more likely to want to viewpreviews of future episodes.Viewers of dramas and comedies are more likelythan reality TV viewers to seek information on theshow’s writers/producers and directors. Viewersof dramas in particular are far more likely to act onthis information, with 24% watching shows written/directed by the same writers/directors as the dramathey watch and 31% watching shows staring thesame actors.Approximately half of drama and comedy viewerswant to share the information they find (48% for

The “Reality” Of Driving Online Engagement ForDifferent TV Show Genres: One Size Doesn’t Fit All

Reality TV Helps Viewers Connect Socially

(For each show, please check all the statements that apply)

I Like Talking ToFriends/Co-WorkersAbout This Show

50%48%25%

Finding InformationAbout The Show GivesMe Another Way ToConnect With My Friends

29%39%61%

(B)(C)(B)(C)(B) DRAMA(A) REALITY TV SHOWS(C) COMEDY

Yahoo!, Deep Focus, 2008