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SXSW Interactive 2016

Social Media: TV's New Ratings Trigger

Social media offers more ways than ever to build awareness around TV programs, but did you know it can drive that television industry holy grail? Yes, Nielsen ratings. This panel details how efficient, strategic media spend, time-shifting strategies and always-on content with a consistent voice can combine to move the needle of viewership and awareness with concrete, indisputable results. Social media marketing pros in strategy & paid media from VaynerMedia will join USA Network marketing leadership to show how they transformed new reality series ‘Chrisley Knows Best’ from zero awareness into a (Dub)smash hit through strategic emerging technology partnerships and highly targeted paid media.

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  1. How can social media be used to drive traditional TV industry metrics, including Nielsen ratings?
  2. How can strategic social media and digital partnerships drive TV show affinity and awareness?
  3. How can television shows connect with existing and prospective fans in the many different virtual places where they’re putting their attention?


  • Kim Garcia , SVP, Entertainment , VaynerMedia
  • Jason Loomis, Director, Paid Media, VaynerMedia
  • Colleen Mohan, Senior vice president, brand marketing, for USA Network, NBC Universal


Kim Garcia , SVP Entertainment , VaynerMedia

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