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New study from Hub Entertainment Research shows that social media has less influence on show discovery than traditional TV advertising and even channel surfing.
Boston, MA (PRWEB) August 28, 2014
Much has been made of the potential influence of social mediaespecially Facebook and Twitteron TV show viewership and ratings. However, in spite of widespread use (and near ubiquity among 18-34 year olds), social media doesnt show up as a top driver of TV show discovery and engagement.
Some key findings from Figuring out Fans, a new study from Hub Entertainment Research on the role of social media when it comes to consumers TV decisions:
The good news regarding social media is that Facebook activity related to TV shows is fairly common, and that Twitter activity related to TV shows leads to greater engagement, said Peter Fondulas, Principal at Hub. But very few do either one, and even among those who do the increase in engagement is not dramatic. So the net impact on a shows live audience barely registers.
Social media represents a valuable tool when it comes to promoting TV contentbut its just that, one tool, added Hubs Jon Giegengack. Word of mouth has always been an effective way to promote TV shows, but social media doesnt appear to automatically amplify the advocacy of TV shows in particular. Most of the influence on which shows consumers choose appears to come from other sources.
The 2014 Figuring Out Fans study was conducted in July 2014 among 1331 TV consumers between 16 and 64, who have broadband and use social media at least once a month.
Excerpts from both Whats TV Worth studies, along with information on how to subscribe to Hubs syndicated research, are available from Hubs website, http://www.hubresearchllc.com.
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