STUDY: Facebook More Effective In Driving Viewers To New Shows Than Existing Ones

By David Cohen 

The Council for Research Excellence became the latest group to attempt to define the relationship between television and Facebook and other social networks, finding that social media are more effective at driving viewership of new shows than existing ones.

The CRE’s Social Media Committee and Keller Fay Group surveyed more than 1,700 adults aged 18 through 54 and also found that:

  • Only 12 percent of respondents used social media one or more times per day concerning TV, but that figure jumped to 37 percent when the time period was extended to one or more times weekly.
  • Only 1.5 percent of respondents were drawn to existing TV shows by social media, but that figure jumped to 6 percent for new shows.
  • When examined by genre, science-fiction, sports, talk, and news were strong overall, while reality shows performed better while people were actually watching the shows, and comedy shows garnered more reaction after viewing them.
  • The CRE and Keller Fay Group described respondents most actively involved in TV-related social media usage as “super connectors,” and said that group represents 12 percent of the public and skewed younger and more female, and it was not represented well among respondents 45 and older.
  • Those super connectors were two to three times more likely to interact with social media related to TV as the average population was.
  • Hispanics are also more active than the general population, as they were 50 percent more likely to interact with social media related to TV.
  • Smartphones and tablets boosted social media interaction, helping to double it during on-demand and online viewing.
  • Social media was used to discuss TV shows even when respondents were watching those shows with other people.

CRE Social Media Committee Chair and Discovery Communications Senior Vice President of Market Resources Beth Rockwood said:

There has been a lot of buzz about the relationship between social-media usage and TV consumption, but until now, there has not been a lot of thorough analysis. As was our objective, this study has helped us gain insights about the increased role of social media in television viewing and the impact it 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.

Readers: How do you interact with Facebook and other social networks while watching television?

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