Social TV Fans Driven By Desire To Keep Shows On The Air: Survey

Viewers Believe They Can Influence TV Business, According to TVGuide.com Poll

By Todd Spangler — Multichannel News, 4/3/2012 3:19:30 PM EDT

The top reason TV viewers cite for engaging with Twitter, Facebook and other social media is to prevent their favorite shows from getting canceled, according to a recent survey by TVGuide.com.

In a March 2012 online survey, 76% of respondents said keeping their favorite shows on the air was their main motivation for social activity, up from 66% on a TVGuide.com survey last year. Telling friends which shows they watch was the No. 1 reason a year ago at 77%, dropping to 61% in the 2012 survey.

The results indicate that “fans believe they have the power to influence the business of TV,” TVGuide.com general manager Christy Tanner said in prepared remarks. She was scheduled to present the survey findings at the Social TV Summit in San Francisco Tuesday.

Major live TV events also are a big driver: 69% of respondents said they participated in social activity to see what others were saying about an event like the Super Bowl or the Grammy Awards, while 33% of respondents said they wanted to say something about the event.

Of those who participate in social TV activity, 95% said they do so after watching a show — up from 68% last year — while 40% participate during a show (up from 33%) and 53% before a show (up from 52%).

TVGuide.com’s social TV research was based on seven surveys in February and March 2012, with between 1,800 and 3,500 participants per survey. The definition of social activity in the survey included a broad variety of social actions, including posts, status updates, check-ins and comments on social networks, fan sites, official network sites and entertainment sites and apps.

TVGuide.com — as well as TV Guide Network and the TV Guide brand — are part of a joint venture owned by Lionsgate and One Equity Partners, the private equity firm of JPMorgan Chase.

TVGuide.com has more than 24 million monthly unique users, who have created 500,000 social watch-lists on the site and entered 7 million TV check-ins.

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