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TV is a Major Driver of Social Activity

Yuyu Chen, writing for ClickZ, discusses a study by ShareThis, “Social TV Research Study.”

TV drives 11 percent of online sharing. On average 16 percent of viewers share ideas, opinions and content about the shows they watch. In terms of the types of programs and platforms with greater sharing:

-Reality programs create the most buzz.

-Streaming services, like Netflix, draw 2.1 times more social engagement than broadcast programs.

-Twitter is especially active during live broadcast time, followed by Facebook and Reddit.

This study also reveals that social activity helps drive TV viewership. Users who click on shared TV-related content are 2.4 times more likely to become viewers.

Social data provides vital insights into audience behaviors, and can increase viewership by current audiences and discovery by new viewers.

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