New Research: Facebook and Twitter Have Minimal Impact on a TV show's Live Audience

New Research:  Facebook and Twitter Have Minimal Impact on a TV show's Live Audience

Much has been made of the potential influence of social media-especially Facebook and Twitter-on TV show viewership and ratings. However, in spite of widespread use (and near ubiquity among 18-34 year olds), social media doesn't show up as a top driver of TV show discovery and engagement.

Some key findings from "Figuring out Fans", a new study from HUB Entertainment Research on the role of social media when it comes to consumers' TV decisions:

  • Social media ranks far behind other sources when it comes to show discovery. Only 24% say that in the past 6 months, they've discovered a show through something they saw on Facebook or Twitter-vs. 58% who found a new show through advertising, 41% via word of mouth, and 34% through old-fashioned channel surfing.
  • Most say social media plays little or no role when it comes to finding new shows to watch. On a scale of 0-10, 62% give low ratings (0-5) to social media's role in discovery. And 27% ranked it at zero - saying it plays no role whatsoever.
  • Facebook and Twitter are used much more often to listen than to advocate. 75% of Facebook users and 65% of Twitter users say they read much more often than post. In fact, 53% of Twitter users say they've tweeted no more than once or twice during the ENTIRE TIME they've had an account.
  • Facebook and Twitter have a negligible impact on a show's overall linear audience. Among consumers who do NOT engage at all with Facebook or Twitter about their favorite show, 24% say they watch every episode of that show live. Those who do engage with their favorite shows through Facebook or Twitter are more likely to watch live-but there are so few of them that the impact on overall live viewing is negligible (just a 3-point bump, to 27%).

The research also uncovered key differences between Facebook and Twitter as tools for TV marketers:

Spoiler Alert! Recap and Review: AMERICAN HORROR STORY: FREAK SHOW Welcomes 'Edward Mordrake,' Emma RobertsSpoiler Alert! AHS: FREAK SHOW 'Edward Mordrake;' Complete LIVE Recap! BroadwayWorld's Matt Tamanini Discusses Broadway, TV, Film on THAT'LL PLAY PODCAST
BWW's Matt Tamanini Discusses Theatre, TV, Film on THAT'LL PLAY PODCAST
dotted line
But, Wait! What's On TV Tonight? Thurs., Oct. 23rd: Olivia & Daddy Pope Face Off 8:00: THE VAMPIRE DIARIES | CW



Click for more picks!

Become a Fan, Follower & Subscriber