Research study
TikTok made me watch it: How TikTok ads are driving TV viewership
As video media continues to fragment between traditional television, streaming, and digital, it's essential for media and entertainment advertisers to have a clear understanding of how advertising across different platforms impacts viewership of new and returning series, movies, and live events.
To demonstrate the value of TikTok at driving viewership, we worked with industry-leading measurement partner SambaTV to commission a 34-part tune-in study across a variety of advertisers, genres, seasons, and more. The study showed that advertising on TikTok both lifts viewership—viewership that would not have occurred otherwise—and increases the average time viewers spend watching content.
This article will examine the results of SambaTV's study in more detail along with why TikTok is such an effective platform for driving discovery and engagement.
TikTok is changing the way people discover entertainment
TikTok has become core to the discovery journey for users, whether its new makeup products, must-try food orders, or premiering TV and movies. In fact, 52% of users say that they have discovered a new actor, movie, or show on TikTok.¹
What's more remarkable is how quickly discovery becomes community, and community becomes fandom. According to a recent tune-in study conducted by Material, 22% of those who discovered a show or movie on TikTok created a post about that title and 64% discussed or recommended it to a friend, family member, or colleague.²
By providing a platform where cultural moments are born, TikTok has created a place for users to find new and niche entertainment, and this is translating to higher viewership and longer watch times.
TikTok's impact on viewership and watch times
According to SambaTV, 97% of TikTok campaigns contributed incremental tune-ins (the number of people who tune in to a show or other media), which means the campaigns were effective at driving viewership that would not have occurred otherwise.³ On average, TikTok campaigns saw a significant lift in tune-ins of 159%.³
Advertising on TikTok also increases the amount of time viewers spend watching content. Viewers who tuned in after TikTok exposure had an average watch time of 86 minutes, indicating that the campaigns were effective at driving cross-screen engagement with the brands' TV and streaming content.³ This is a 26% increase in consumption compared to the control group, which is a strong indication of the impact of TikTok advertising on keeping viewers tuned in for longer periods of time.³
SambaTV was able to not only measure the TikTok portion of advertisers' campaigns, but also compare it to television advertising for that same show or event. Notably, 45% of TikTok-influenced tune-ins were not influenced by exposure to the TV portion of the campaign, suggesting that TikTok is an effective channel for reaching viewers who may not be exposed to traditional TV advertising.³ In fact, TikTok campaigns were 6x more likely to reach light TV viewers.³
In terms of efficiency, TikTok was found to be 1.2x more cost-efficient than TV⁴ at driving tune-ins, with a median cost per tune-in for TikTok of only $1.06.³
Unlocking the power of TikTok
Overall, the data from SambaTV's tune-in study highlights the impact that TikTok advertising has on viewership, and the unique value of TikTok as an advertising channel for media and entertainment brands. With its ability to reach diverse audiences, drive new found levels of engagement, and offer cost-effective advertising options, TikTok is an increasingly important player in the entertainment landscape.
If you're interested in learning more about media and entertainment advertising on TikTok or measurement through SambaTV, please contact your account team.
Sources
GoodQues TikTok Entertainment Study 2021 via Suzy. Base: US TikTok Users 18+ (n=1002)
TikTok Marketing Science US Entertainment Tune-In Study 2022, conducted by Material
TikTok Tune-In Meta-Analysis, 2023, Conducted by SambaTV
Compared to a conservative estimate of $20 TV CPM
