So I was asked to watch the CMAs last night by my wife. While I kept asking who is that, I noticed something. My wife was only watching enough of the show to tweet about it with friends and a random community of Country folk. Was the show not interesting? I know I am interesting so it could not be due to my company.

We have talked about the fusion of social media and TV for some time now. Articles are constantly popping up from comScore, MRI, and Scarboro about the phenomenon. I always thought it was a curiosity until it happened before my eyes. The CMAs were a topic of conversation that would normally be had the next day or in the house around the TV. Now you don’t need to invite your friends over, or even have real friends to have the community and conversation. We have Twitter! Facebook! And Taylor Swift’s blog!

From an advertising standpoint a sponsorship on Twitter and Facebook along with some listening services would have been gold during this event. I would wager that data would show this social TV interaction is more prevalent with women than men as men often go out of the house or have “Man” night for sporting events. The need for in person rowdiness appears not to be a main driver in female TV watching.

So advertisers, think about what you can do program specific other than spots. Women in particular may only being paying partial attention and you are missing out on the other medium that can be combined for an even greater impact.

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