Social builds TV relationships

June 27, 2013 in

social-tv-researchThe effect of social media on regular TV viewers –  ‘repeaters’ – of a show is much higher relative to the impact on people who infrequently take a look at a programme, according to new research findings from the Council for Research Excellence. Infrequent viewers are mainly influenced by offline word-of-mouth, which can be five to 10 times more effective that social media. More than five social media exposures are needed to obtain the same one-percentage-point lift as one offline WOM exposure for these infrequent viewers. “While our Talking Social TV study found social media incrementally influential in drawing viewers to new shows as opposed to existing shows, these latest findings suggest social media may have a stronger role in building relationships with a show for existing viewers than in drawing newer viewers to that show.” says Beth Rockwood, svp, market resources, Discovery Communications “If programmers already have a regular viewer watching their show, they can engage them further.”

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