Exclusive: NBC announces social TV growth for ‘The Voice’ at Lost Remote Show

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By Natan Edelsburg 

thevoiceWe’ve covered NBC’s The Voice closely this season as the show continues to innovate in social TV. Over two years ago, The Voice set a social TV precedent in how new platforms can take a show to the next level. We’ve continued to cover the show and this season we watched as they took social to the next level again by launching #VoiceSave. Vice President of Marketing for
NBC Entertainment, Jared Goldsmith just presented results about #VoiceSave and the show’s social TV growth for the first time at the Lost Remote Show in LA.

Results for tweets for Tuesday episodes (#VoiceSave began week 8):

Instant Save Week: Week over Week Tweet Growth:
Week #1 341%
Week #2 31%
Week #3 16%
Week #4 33%

The Voice platform growth this season:

Platform

Growth %

Facebook

+26.12%

Twitter

+48.37%

YouTube

+28.19%

Google+

+11.45%

Instagram

+32.15%

Pinterest

+11.89%

Tumblr

+84.02%

Vine

+65.96%

TOTAL

+26.81%

 

 

He described how NBC and the Voice have long looked to social and Twitter to empower the audience to have a direct impact into the on-air broadcast. Examples include:

  • The Voice: The Voice has long given fans direct input into the shows, whether by allowing them to choose an artist’s song to perform via Twitter, displaying their tweets on-air (and having coaches engage!), saving artists with the Instant Save, and much more.
  • Late Night with Jimmy Fallon: Late Night Hashtags is one of the most enduring and creative social/TV integration, with fans creating content on social that’s turned into sketches on TV.
  • America’s Got Talent: The first use of tweets as an ongoing, verified voting method for a competition reality show, a groundbreaking first for TV.
  • The Celebrity Apprentice: The Social Boardroom feature allowed the audience to sit in for Trump and pick weekly MVPs, with the Celebrity winners receiving extra donations to their charities
  • Miss Universe: Fans at home could have a say just like a pageant judge with Twitter voting for key categories.

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