Morning shows remain a major part of the TV landscape, but increasingly, they also need to extend their reach and relevance to social video platforms.
But with some audiences tuning into these programs primarily through YouTube (as well as TikTok and Instagram), it means fewer eyeballs on TV ads. But also more opportunities for targeted brand partnerships on social.
Chartbeat video intelligence data sheds light on where morning shows are already finding sponsorship dollars. But also where audience shopping behaviors tell us they could also be going in the future.
This year’s morning show sponsors
Looking specifically at the Today Show, Good Morning America and CBS Mornings, these shows have had 126 videos sponsored this year on YouTube, but more than half of them (72) have come from two industries: Travel & leisure or financial & insurance.
Citi has sponsored 29 YouTube videos with the Today Show this year, amounting to 3.1 million views. But next has actually been a full-court press from various entities pushing Irish tourism, with 43 sponsored videos across the three morning shows this year.
In large part, the approaches did work.
Chartbeat data reveals that morning show viewers on social video were 10.3x more likely than the norm to visit Citi.com over the last six months, and 9.0x more likely to search for Citibank than the norm.
Similarly, morning shows drove interest for Ireland and Irish travel as well. Those that watched morning show social video content were 13.5x more likely to search for “Ireland” and were 14.7x more likely to visit Ireland.com.
Beyond those industries, retail, media and personal care were relatively active as well.
(via Chartbeat)
Where do the opportunities lie?
Those three morning shows have found social video success, with large audiences on platforms including YouTube. Yet, the number of sponsored videos are relatively low at just 6.8%.
That’s where video intelligence around consumer behaviors can come in to identify targeted opportunities — especially with the holiday season virtually here already.
Over the last six months, morning talk show social video viewers have shown significant shopping affinity for prodcut categories like prepared entrees (26.7x more likely), gymnastics-specific clothing (24.7x more likely), egg and egg-substitute products (22.9x)
