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Social TV – Does it Draw New Viewers? New Research Sheds Important Light
by Ed Keller
In a recent blog post I discussed new, in depth research for the CRE (Council for Research Excellence) on the topic of social media and television. The headline finding from that piece was that consumer interaction with social media in relation to television viewing is relatively modest compared to other forms of communication and lags behind other online media, TV promotions and, especially, offline communication. Only 12% of respondents use social media one or more times per day when it comes to primetime TV – posting, reading posts, or hearing about posts; and only 1.5% of people say they are influenced to watch a particular prime time show because of social media.
A second phase of analysis from that research was recently released, and reveals another important insight for TV marketers: Social media plays a significantly different role depending on whether people are repeat viewers of a program (i.e., those who watch regularly or occasionally) vs. those who watch infrequently (including non-viewers).
Social TV Plays a More Important Role With Repeat Viewers
More specifically, social media has a much higher impact on drawing the so-called “repeaters” to watch more episodes than it does in recruiting “infrequents” to become viewers.
For the regular viewers of a program, there are three factors that are all strongly associated with increasing the probability of viewing a particular program. The first of these is “digital 1 to 1,” which includes text, instant message, and emails – private communications mainly between two people. The second of these is social media — Twitter, Facebook, GetGlue, etc. And the third factor is offline word of mouth conversations.
Actually, social TV is pretty much TV now, as opposed to TV tomorrow. It’s been big for a long time, but the stats have been delayed. Discuss. (Yes, this is your mid-term exam. Answers are due by Monday.)