What Can We Learn By Analyzing the Emmy Audience?
Cord-cutting has disrupted the way we view television. There are few shows we need to watch live anymore, but awards shows are the exception that proves this rule.
Every year our favorite programs are voted on by Academy of Television Arts and Sciences to recognize outstanding work in American television programming. The Emmys define the industry leaders and the breakout stars of these programs year over year. But who’s really watching and what do they care about?What makes the Emmys audience special? We decided to investigate what makes the Emmys audience tick, and what it means for brands trying to reach it.
Core Emmy Audience: Women over 35
Looking at the core demographics of those discussing the Emmys over social, the audience is largely female and 35 or older. 70% of viewers discussing this show fall into this category, while 25-34 follows as the second category of viewers, at 16%.
Emmy Fans Love Celebrities and Soap Operas
The Emmys draws one expected group of viewers: TV Lovers. The interests of viewers of the show center mainly around celebritIes, soap operas, and filmmakers, meaning viewers are invested in both the programs themselves and the awards of those who created and act in their favorite shows.
Okay, so the the viewer statistics are perhaps unsurprising, but knowing what draws these audiences to the shows, that’s the kind of juice that helps media executives better understand how to engage this important audience?.
Best Drama is the Most Important Category of the Night
Hands down, Drama, Comedy and Reality categories dominate the conversation for the Emmys. Focusing on these categories, what can we learn about viewers who are particularly interested in these categories as opposed to those who are generally just speaking about the Emmys?
Looking at the data side by side, we can see that while drama, the overwhelming majority of all category conversation discussed, draws an even split of men and women, women are dominating the discussion around reality TV.
Certain Drama programs are much more popular with one gender than the other, like Orange is the New Black, which resonates strongly with women, while Better Call Saul piques men’s interests. But it’s comedy that truly closes the gender gap. Shows like Parks and Recreation, Unbreakable Kimmy Schmidt and Modern Family are common in both male and female conversations.
Who Should Advertisers Target? Drama and Comedy Show Fans.
Looking at the data, viewers of Emmy-nominated shows in the Drama, Comedy and Reality Competition genres are younger, specifically under 25, as compared to Emmy fans. Targeting these audiences on the channels that air top drama, comedy and reality shows is a great way to garner attention for the Emmy awards audience.
Can Social Change the Game for the Emmys?
Social media data is the single largest source of unsolicited consumer opinion in the world. Simply put, you can learn oceans of knowledge from the responses of today’s social users. By listening to the conversations that matter to your brand, you open the door to a list of new possibilities for your business.
There is the capacity for growth within the Emmy audience. To garner new interest and continue to successfully connect with their viewers, marketers and advertisers must accept that data helps us understand more and more about who’s watching the awards and what they care about. These are the next steps to a leading awards strategy for one of the best televised awards programs out there.
Take a look through the full 2015 Emmys audience analysis here.