Over Half of 18-34 Demographic’s Viewing Interests Affected by Facebook Posts reports Social Exposure
Older demographics less affected in smaller numbers
"How Chatter Matters in TV Viewing," Nielsen research conducted for the cable industry association CTAM, shows a powerful connection between Facebook posts and TV viewing.
Nearly half of women surveyed and 43% of men stated that they began watching particular programs based upon a friends Facebook post regarding that show or program. Twitter promoted 16% of men, while turning 14% women onto a program.
The fact that social media amongst friends is clearly influencing viewership is proving to be a higher mark of influence than that of journalists, celebrities, or TV networks themselves.
Most influenced is the demographic that advertisers most covet, the 18- to 34-year-old crowd. Among the age group, 54% stated that they had been turned onto a show based off of Facebook. Another 21% stated the same cause and effect based off of tweets.
Almost half of viewers between the ages of 35 and 49 stated a similar correlation of Facebook and viewing interest. A lower mark of 12% stated that Twitter was the reason they tuned into a particular show or program. It is clear that older viewers are less influenced as they are less plugged in. However, the number of younger generations that are plugged into the social feeds is sure to continue, and the number of individuals who are not will remain the same or lower over time (as bleak as that may sound).
"This snapshot shows social media is influential for all viewers, particularly the 18-34 year olds," said CTAM Chief Executive Char Beales. "Networks need to provide many ways for viewers to discover and talk about their shows -- second-screen apps, fan sites, network sites and by seeding social media -- find out what works best for their audience, and take advantage of the new opportunities to spur conversations. "
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