Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. During the last seasons of Game of Thrones , Faroe Islands Email List the popular HBO series, El Mundo Today , the satirical portal, published recaps of each episode. By doing so, they were satirizing an increasingly widespread custom, that of the media publishing chapter by chapter more or less critical summaries of fashion series, but they were also making comedy with one of the viewers’ great concerns, spoilers. In each of their reviews – all of them half false and half true – they warned over and over again that spoilerds or spoilers were coming or whatever they came to call it in the article of that day. What they did was similar to what the ‘serious’ media do every time they publish this type of content – or book reviews (less in the literary wise magazines, of course) or analysis of any other cultural content – to warn until boredom that plot points will be revealed.
Beyond that it might seem logical that a review reveals some mystery, this reiteration of ‘warning, spoilers!’ it has become a kind of trend of our time. But are the spoilers that dangerous, or are they actually received in a better grade than they might seem? And above all, what does that relationship between viewers and spoilers tell us about what consumers are like and their expectations and psychology?
Of course, not all consumers are the same. Your love or dislike for spoilers helps you see, in fact, how consumers prefer risks or not. A Morning Consult study has analyzed viewers’ relationship with spoilers and what leads them to avoid or seek them. According to their findings, on average, 45% of viewers actively seek content ripping. Specifically, 56% do so with movies, 50% with dramatic series, 41% with sporting events, 40% with reality shows and 37% with sitcoms. 48% of respondents, based on an American sample, believe that in recent years people have become more relaxed with spoilers. That is, we worry less about not revealing the key points of the plot to others. Not all consumers want surprises If they do, it is because knowing what is going to happen impacts their viewing decisions. 27% of those surveyed who look for content spoilers do so because from that information they decide whether or not to see that content. For some consumers, therefore, spoilers function as a kind of control element. It allows them to take control of what they see and its content.
It’s not the only reason spoilers are being sought. 24% of those who do it look for them because knowing what is going to happen makes them more excited at the expectation of seeing it, 21% because it relaxes them to see the content that way, another 21% because they like to know more than others about what they are going to see, 20% because they like to know what they are going to see before doing it, another 20% because they want to know what happens without having to see everything in full and 19% because spoilers allow them to avoid content that they can harm your mental health. 18% say they like to talk about spoilers with their family and friends. It could be said, starting from all this data and extrapolating it beyond the series, that not all consumers like surprises. Certain consumers or at certain moments in life seek security and want to be certain about what will happen. A consumer, who usually avoids spoilers for her favorite series, told me that in the summer she had started to watch a mythical series from the 2000s. After watching the first season, she went to read Wikipedia to find out what was going to happen with key points of the plot. In the year of the coronavirus, she told myself, I wanted certainty and security and I was not sure what I would feel if the series did not go in the direction I expected.
An unexpected marketing tool for shows The study also points out that spoilers have become an unexpected marketing tool in the times of streaming. The content boom and the change in how viewers approach it has also created a completely different spoiler culture. At certain levels, spoilers have entered entertainment marketing. “Spoilers can be effective in creating loyalty among viewers by making fans feel like insiders, ” explains a director of the audiovisual industry in the Morning Consult analysis. Although for some viewers they are a gut, for others they are a bait. In fact, spoilers have become one more element to generate buzz and put content in the conversation, so much that it can make certain viewers see it.