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.