[ press Release ]
One in Three Social Media Users Is "Friendly" with a TV Show; But Overall Effects on Viewing Are Minimal
New Knowledge Networks report quantifies social media’s impact on TV program awareness, engagement, and viewing decisions
New York, NY; December 1, 2011: As media companies finalize their marketing budgets for 2012, the question of how well social media investments pay off remains largely unanswered. A new report from Knowledge Networks defines how effective social media has been in creating greater interest, viewership, and loyalty for TV programs – including 20 new series for the Fall 2011 season – and the results are decidedly mixed.
Conducted in September and October 2011 among 1,050 people (ages 13 to 54), the new study shows that
- One in three (34%) of social media users ever Like/Follow/Friend TV programs
- Of those who do Like/Follow/Friend, 57% say this interaction makes them more likely to view and/or engage with that program
- "Showing support" and "staying up to date" are the most common reasons cited for making a connection with a TV program on social media
Knowledge Networks also looked at the effect of social media on people’s decisions to view 20 of the new series offered by the broadcast networks this fall. On average, among the total 13-54 population, viewing was influenced by social media interaction (reading or posting) for just 0.3 of the 20 programs.
On the whole, 10% of 13-54s told KN they ranked social media as "very important" in discovering new programs they would want to watch; conversations with friends and family, TV ads, and on-screen guides all ranked higher (among 24 options offered).
"Our research continues to show that social media's strength is in the building of media brands – such as those of a TV program or network – rather than driving actions such as viewing," said David Tice, Vice President and Group Account Director at Knowledge Networks. "The good news for network social media marketers is the strongly positive attitudes of those viewers who do participate in social media around a TV program. When trying to drive sampling and viewing, however, ads on TV and real-world world-of-mouth still rule."
The online study – Social Media and Program Choice: A How People Use® Media Report – was conducted in September and October 2011 among 1,050 members of KnowledgePanel®. Using "address-based sampling," KnowledgePanel provides statistically valid representation of the U.S. population as well as many difficult-to-survey populations.
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An article about this study has appeared in MediaPost.
Knowledge Networks is passionate about research in marketing, media, health and social policy – collaborating closely with client teams throughout the research process, while applying rigor in everything we do. We specialize in innovative online research that consistently gives leaders in business, government, and academia the confidence to make important decisions.
KN delivers affordable, statistically valid online research through KnowledgePanel and leverages a variety of other assets, such as world-class advanced analytics, an industry-leading physician panel, an innovative platform for measuring online ad effectiveness, and a research-ready behavioral database of frequent supermarket and drug store shoppers.
