Social Media Has Growing Influence On TV Viewing

by , Jun 10, 2013, 4:09 PM
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Social media as it applies to TV influence is still a mixed research picture: Low usage, but growing potential.

Of note to TV programmers: Only 1.5% of those in the Nielsen-backed Council for Research Excellence report being lured to existing TV shows by social media. For new shows this is slightly better, at 6%. Reality programming is much stronger with social media when people are watching. On the flip side, comedy has less social media interaction during the program and more interaction afterwards.

The CRE says this represents the growth of social media as an influence on TV viewing.

It found that only 12% of its respondents from a research study use social media one or more times a day. But looking at a longer duration of social media, the outlook is better -- where 37% use social media one or more times a week.

The report finds that “Super Connecters” -- 12% of TV viewers who tend to be younger and female -- are the most active social media users in relation to TV viewing. It also said Hispanics are 50% more likely to interact with social media related to television -- most with sports programming.

The research was conducted by the Keller Fay Group among a sample of more than 1,700 adults ages 18 to 54. Respondents were asked to participate in a two-phase research exercise, first completing an online profiling survey and then a seven-day diary via use of a mobile app from Nielsen Life360.

Beth Rockwood, senior vice president of market resources of Discovery Communications, who chairs the CRE's Social Media Committee, said the study "has helped us gain insights about the increased role of social media in television viewing and the impact that has on consumer behaviors. It also has given us a better understanding of how measurement of consumer behaviors can be improved, as well as the characteristics of the 'Super Connecters,' the most active and influential users of social media."

"Watching TV" photo from Shutterstock.

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