Study: 3% increase in Facebook ‘Likes’ correlates with 1% bump in TV ratings


By Alex Weprin

A new study from CitizenNet attempts to quantify the relationship between Facebook “Likes” and TV viewership. The short version: they found a correlation. A 3% boost in “Likes” correlated to a 1% boost in TV ratings. Our sister blog AllFacebook has some of the details:

CitizenNet found that usually, Facebook activity did lead to increased viewership. Taking into account metrics such as click-through rate, people talking about this, and other figures, CitizenNet came up with a value for predicted viewership and compared it with how many people actually watched the show, according to Nielsen.

CitizenNet then wanted to pare it down and just focus on two metrics for predicted viewership: total number of people who have liked the show’s page (awareness) and the average click-through rate of a page’s content (intent). The point CitizenNet makes is that it’s not enough to simply get likes and manage greater awareness, but pages have to produce content that will encourage people to engage.

The world of social media/TV research is like the wild west, with lots of players fighting for survival. The research from Citizennet is fascinating, but there is still lots of work to be done on the relationship between the world’s most popular social network and TV,