TV Viewers Use Social Media To Support Favorite Shows

by , Apr 3, 2012, 12:58 PM
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Laptop-Social media activity for TV shows is primarily used by viewers to keep preferred shows strong.

According to a new study from TVGuide.com, 76% of people say the primary reason for their social media activity is to "keep my favorites on the air." This data is up from a 66% level in 2011. TVGuide.com conducted the study in partnership with Social TV Summit.

Almost all of those who make comments on social media platforms -- 95% -- post their remarks after watching a show. This is way up from the 70% level a year ago. TVGuide.com now says 40% make comments during a show and 53% before a show.

Big events pull in more social media interactivity. Before the Super Bowl, 62% of viewers intended to voice their opinion. Almost all of those -- 58% -- actually did. For entertainment awards shows, the social media activity-versus-intent was greater: 57% of those intended to comment on the Grammys and Oscars and 80% actually did.

When it comes to using social media, more are interested in what other people are saying, versus saying something themselves. Thirty-three percent report "they wanted to say something about the event," while 69% "wanted to see what others were saying."

Social activity for this survey included posts, status updates, check-ins and comments on social networks, fansites, official network sites, and entertainment sites and apps, such as TVGuide.com.

3 comments on "TV Viewers Use Social Media To Support Favorite Shows".

  1. Karen Ticktin from brandthis
    commented on: April 3, 2012 at 1:20 p.m.
    It's the virtual water cooler effect.
  2. Karen Kavanagh from Algonquin College
    commented on: April 3, 2012 at 5:39 p.m.
    I wish companies who produce these studies (TVGuide.com in this case) would be inclusive of others in their space (i.e. 'GetGlue'). It would be nice to break down to the next level. Maybe the study did do this but it wasn't included in the article review?
  3. Roy Bowers from Online Advantage Ltd
    commented on: April 4, 2012 at 4:12 p.m.
    From a marketing pov there are huge opportunities to participate in the conversation, but its trickier than just posting Ads - are there any good examples of brands engaging in discussions like this without overtly selling?

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