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Study: Social Media Can Spur TV Viewing

13 Sep, 2012 By: Doug McPherson

LARCHMONT, N.Y. – Social media can drive 18-to-34-year-olds to the TV, according to a study by the marketing research firm Horowitz Associates. The study says 24 percent of that age group has started watching a TV show because of something they saw online or through social media.

Also, 14 percent of social media users say social media helps them remember to tune into shows they want to watch, rising to 19 percent among 18-34 year-old adult social media users and 28 percent of 15-17 year-old social media users. What’s more, 12 percent of social media users say interacting with other viewers through social media makes their TV shows more enjoyable (14 percent among 18-34 year olds and 20 percent among 15-17 year olds).

About 11 percent say they find themselves actively interacting with social media or some other site or app with content they’re watching on TV, and 10 percent say they enjoy posting to social media sites or other websites about shows they watch.

Younger viewers are more likely to actively engage with TV content. The findings highlight the opportunity to strengthen network viewership and loyalty through a strong social media presence and interactive apps/sites designed to enhance the TV experience.

“Harnessing the power of social media and social interactivity with TV is essential in order to keep younger viewers engaged with the live TV experience,” says Adriana Waterston, Horowitz’ vice president of marketing and business development. “It’s not as easy as it sounds, because social media is inherently organic, about personal empowerment and community-building. In the social media environment, consumers do not want to feel marketed to or manipulated. A successful social media or interactive strategy must feel genuine, not fabricated.”

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