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BizReport : Social Marketing : October 12, 2011

Study: Social Television on the up

Traditional television viewing may be decreasing thanks to the streaming of shows online as well as an increase in DVRs, but technology is making it easier for people to shift their viewing habits. One interesting finding from NM Incite and Nielsen is that as viewers shift how they watch, they are shifting how they talk about favorite shows. Many are turning to social media to share spoilers, talk favorite characters/storylines and otherwise engage with their favorite shows.

by Kristina Knight

Some interesting findings from NM Incite include:

• 55% of online females talk TV on social media compared to 45% of men
• 54% of viewers 18-49 check in with social media regarding their favorite shows
• Caucasian viewers are most likely to check in through social media 78%
• Much of the social TV chatter takes place mid-week

That increase in chatter is likely due to the fact that the networks place their biggest hits mid-week - NCIS for CBS, NBC's Thursday lineup, etc. Much of the talk is also dedicated to reality shows - So You Think You Can Dance, American Idol, etc. - but fans also chat about funny moments (10%), stars' attractiveness (9%) and the drama factor (6%).

For the week ending September 26, Nielsen reports the top 3 broadcast television programs (Prime Time) were "Two and a Half Men" (CBS), "NCIS" (CBS) and "NBC Sunday Night Football" - each had over a 10 rating. For cable, the top three were "NFL Regular Season L" (ESPN), "Jersey Shore Season 4" (MTV) and "MLB Division Series" (TBS). For the cable programs, ESPN's NFL broadcast received a 10.6 rating; the other shows received under a 5 rating.

Tags: Nielsen, NM Incite, online video, social marketing, social television, video viewing

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