Pete Cashmore, the founder and CEO of Mashable, writes that conversations about live TV on Twitter, Facebook and other social media platforms are compelling him and countless others to tune in.
An excerpt from his CNN column:
We’re wiping the dust off the TV — as I did with the Golden Globes — and looking to be part of this global social event. I didn’t plan to watch the Globes, but as Twitter and Facebook lit up with buzz, I couldn’t help but be drawn in.
Is my anecdotal experience part of a wider trend? It seems possible. MTV’s Video Music Awards broke records last year, seemingly aided by social media. The Golden Globes also saw a ratings spike in 2011. The 2011 Grammys, meanwhile, saw their best Nielsen ratings in a decade.
And yet one data point doesn’t fit the pattern: The 2011 Oscars saw a modest drop in ratings, with some pundits blaming the choice of hosts. Is it the case that social media can’t make up for a dull awards show? Or perhaps 2011 was an anomaly?
We’ll have to wait and see, but last year’s ratings across all awards shows would suggest that the downward spiral we might have predicted has yet to materialize.