Social media has long been believed to help boost TV show ratings, but according to a new study, just 16 percent of people engage online during primetime.
Published by the Council for Research Excellence, over 1600 people ages 15 to 54 were told to report anytime they heard, saw or talked about a primetime TV show.
Taking place over 21 days during the Fall of 2013, here’s what the study found:
-11.4 percent of TV viewers used Facebook, compared to 3.3 percent for Twitter
-6.8 percent tuned into a primetime TV show thanks to mentions on social media
-40 percent tuned in because of a TV commercial
-Around 10 percent watched a new show because it was showing on a channel they were already on
-Around 22 percent followed and actively engaged with TV shows and actors
Discovery Communications SVP of market resources Beth Rockwood is on the Council’s social media committee, and said “Social media did have an impact on viewing choice, but it was still relatively small compared to traditional promotion.”
People ages 25 to 34, Hispanics and women were most likely to watch and chat about TV, while people ages 45 to 54, Asians and blacks were least likely.
Last month, Twitter acquired two companies in the social TV analytics space, showing it believes in its impact on TV otherwise.
Photo credit: Dom