A survey of 11,000 people in the United Kingdom has found that one third (33 percent) comment on Facebook or Twitter about what they’re watching on television during the show.
The study, which was undertaken by Carat, also found that 35 percent of Britons plan their evenings around their TV schedule, with 57 percent using a second screen – a tablet or a smartphone – and 3.5 million using a TV guide app.
One in five (20 percent) said that friends and family now have a big influence on their TV viewing, possibly thanks to social media, compared to just one in 20 (5 percent) in 2010.
“This drives huge opportunities for advertisers,” said Steven Ballinger, head of media investment at Carat. “It turns their advertising from a monologue to a dialogue. It also helps to drive the consumer closer to the point of purchase, something advertisers have been trying for a while with more traditional TV advertising methods.”