NEW YORK--(BUSINESS WIRE)--Social network discussions about television shows drive tune-in, loyalty and more live viewing, according to a TVGuide.com user research study. Seventeen percent of respondents said they have started to watch a show because of a social impression, while 31 percent said they have continued to watch a show because of a social impression. Twenty-seven percent of respondents also said they are now watching more live TV to avoid plot and reality “spoilers” that may be revealed in real time by members of their social networks, up from 20 percent in 2010, said TVGuide.com, which has more than 24 million monthly unique users and over 6 million mobile application installations. TVGuide.com leads the mass market in social TV with over 450,000 social Watchlists created, 6.5 million TV checkins, and user-generated Social Power Rankings.
In addition, the user survey showed the following:
- Users who said they were influenced by social impressions to start watching a TV show said the top three reasons they are influenced are: 1) people had good things to say about it (76 percent), 2) topics or storylines interested me (64 percent) and, 3) I like to watch what others watch (13 percent).
- Asked how social impressions influenced them to continue watching a TV show, users said the top three reasons are: 1) impressions helped keep up my interest in shows (77 percent), 2) topics or storylines interested me (66 percent) and, 3) controversial moments (34 percent).
The complete results of the survey, which surveyed 3,041 respondents in Feb. 2012, will be presented by TVGuide.com at Hill Holliday’s TVnext Summit in Boston on Monday.
With over 25 industry thought leaders, TVnext 2012 is a can’t miss event that will explore television’s future in a format filled with case studies, demonstrations, rich debate, and insights. Speakers include executives from ABC, Bravo, NBC, USA Network, BET, Bluefin Labs, Nielsen, TV Guide Digital, SocialGuide, Trendrr, GetGlue, Miso, Visible World, Canoe Ventures, SecondScreen Networks, Microsoft/Xbox, Dijit, and Comcast/Xfinity.
Mike Proulx, SVP/Director of Social Media and Stacey Shepatin, SVP/Director of National Broadcast at Hill Holliday, who are the organizers of TVnext, have teamed up in their new book, “SOCIAL TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile” (ISBN: 978-1-1181-6746-5; Wiley; February 2012; Hardcover). In “SOCIAL TV,” Proulx and Shepatin examine the complex television landscape by helping brands navigate new marketing and advertising opportunities.
About TV Guide Digital
TV Guide Digital includes TVGuide.com, reaching more than 24 million unique visitors per month, and TV Guide applications for iPhone, Android, and iPad with 6 million installations and 1.5M monthly active users. TVGuide.com is a one-stop entertainment destination for online television, news, community and TV listings. TVGuide.com’s Online Video Guide allows users to watch virtually any and every available full-length TV episode from all the major broadcast and cable television networks. TVGuide.com is ranked #1 by Nielsen’s “TV and Entertainment” category for attracting the “most engaged” users who average four visits and 13 minutes per month and 22 page views per person. In addition, TVGuide.com is attracting a young and affluent fan base – nearly half are under 35 years old and 26 percent earn a household income of more than $100k a year. TV Guide Network, TVGuide.com and the TV Guide brand are part of a joint venture owned by Lionsgate (NYSE: LGF), the leading next generation studio, and One Equity Partners, the private equity firm of JPMorgan Chase.
About Hill Holliday
We are a self-made, came-from-nothing agency, and because of that, we take nothing for granted. At the heart of our culture is performance. If we don’t deliver, we don’t have clients. We work on big, demanding, complicated pieces of business, and we hold on to them for an average of eight years — some for much, much longer. Why? Because at our core, we are family. We take care of our own, both our employees and our clients. We offer unparalleled account service backed by smart, effective creative designed to move our clients’ businesses forward. We work very hard to protect what we have. What do we have? Over 850 people who bring unbeatable talent and expertise to every area of communications — strategy and planning, advertising, digital and social, media planning and buying, and branded content on behalf of industry leaders like Verizon Wireless, Bank of America, Liberty Mutual, Dunkin’ Donuts, Major League Baseball, (RED), John Hancock, Oxfam America, Chili’s, CIGNA, Great Wolf Resorts, and Novartis. For more about our people, our work, and our culture, please visit www.hillholliday.com.