NBC’s ‘The Voice’ is one of the most social shows for good reason: throughout this season, fans have been able to have a direct impact on the results of the show by tweeting. #VoiceTailgate and #VoiceSave have taken participation TV to the next level, and according to Twitter, “the May 13 episode of “The Voice” became the most tweeted-about TV series episode since Nielsen Social began measuring Twitter television conversation in 2011.” The 1.92 million Tweets were seen 29.8 million times by 3.8 million people.
In November, ‘The Voice’ introduced #VoiceSave, which has given fans the power to save their favorite contestants in real-time during the live elimination show. Then, in April, ‘The Voice’ launched #VoiceTailgate, a social TV pre show where “viewers will be able to feel intimately involved with ‘The Voice’ coaches and their favorite artists by engaging in #VoiceTailgate via Twitter, Instagram, Vine, Facebook, Snapchat,Pinterest and Tumblr.”
#VoiceSave is powered by Telescope, a social TV company that is able to help networks implement accurate, real-time, fan participation activations. Participation TV lends itself particularly well to award shows, sporting events, and singing competitions, but Telescope’s impressive client roster also includes MSNBC, BBC, and Macy’s.
Lost Remote asked Telescope CEO Jason George, who has worked in the iTV space since 1994, whether #VoiceSave and #VoiceTailgate serve as a counter argument to NBC research chief Alan Wurtzel’s recent comments that Twitter does not impact ratings. “I’m not a stats or data guy, so I honestly don’t know the validity – but I try to look at it logically:” George began, “if, as with #VoiceSave, a campaign is exposing my brand to 3.8m people in a short space of time, is it likely that will have an effect on viewer awareness and their likelihood to tune in? I’d think so, though creating a causal relationship between this and an actual rating eyeball is going to be tricky, I imagine.” Read more