Few viewers are drawn to TV shows because they saw something about them on social media, finds the Council for Research Excellence (CRE) in a new study [PDF], and despite the buzz about social TV, daily interaction with social media concerning TV is still relegated to a small minority of consumers. But, the study finds there is significant room for growth: the proportion of study respondents who interact with TV-related content on social media on at least a weekly basis is triple those who do so on a daily basis (37% vs. 12%), and the data also shows that social plays a bigger role in drawing viewers to new than existing shows.
Among the study participants, 6% said they watched a new show because they had seen something about the show on social media, compared to 1.5% who reported watching any show due to a social impression. Still, traditional commercials and promotions on TV bring in far more viewers: 31.5% counted these traditional promos as a reason for watching a new show, and about 5% pointed to them as a factor in watching any show. Read the rest at MarketingCharts.