Deborah D. McAdams, TV Technology
NEW YORK—Nineteen percent of online Americans ages 15-54 say they are reached by social media at least once a day regarding primetime TV, according to a Council for Research Excellence study. For example, someone who saw something or posted something about a primetime TV show on Facebook or Twitter would fall within this category.
Sixteen percent of primetime TV viewing occasions involve some interaction with social media. During nearly half of these occasions (7.3 percent of primetime TV viewing instances), the viewer is engaging with social media specifically about the show being viewed. These viewing occasions constitute the study’s definition of “socially connected viewing”—occasions when people engage in social media about a TV show while watching that show.
Socially connected TV viewing is most evident with new TV shows, which indexed at 142, and sports programming, which indexed at 129.