ABOUT one in three people use social media everyday, and half of those say it influences the shows they watch on television, according to a study from Network Ten that looks at the impact of social media on TV viewing.
Two-thirds of social interactors will watch programs live so they can participate in real-time social media conversations about them, with more than one-third watching them live at least weekly and one in ten doing so daily.
Reality television, comedy, news and current affairs programs are more likely than others to be watched live so viewers can discuss them on social media. Game shows, light entertainment and lifestyle shows are least likely.
Ten has been an early mover in the use of social media to market programs, signing up to Twitter’s Amplify advertising product and signing up to research firm Nielsen’s Twitter TV ratings, the first data from which was launched last week.
But the network is not yet able to quantify the boost to audiences of a particular TV program because of discussions about it on Twitter, Facebook, Instagram or other social media.
However Ten’s head of research Sarah Keith said social media had become “the new water cooler”.
“Social media discussions are now a significant factor in television viewing decisions,” she said.
“Social media interactors want to be part of real-time discussions about television programs.”
Young people actively use social media to seek out information about programs, according to the study, which was conducted with 1000 Australians last month, but are more likely to passively ‘like’ a post than comment on it. Older groups were more likely to comment.
“Now that we’ve got this information about what people are most likely to do on social we’ll make sure we tailor our activity for them,” Ms Keith said.
She said recent shows such as The Bachelor had reiterated the importance of “super fans” whose posts were referred widely on social media networks.
“Sport — the Big Bash League — will be a real test for us because of the high-profile commentators,” she said.
She said other key programs from a social media point of view were I’m a celebrity, get me out of here, Shark Tank and Google Box.
