.Viewers 'driven back to linear TV' by social media

Over one third (35%) of people are now actively planning their evenings around the TV schedule - 5 million more than four years ago - according to a survey of 11,000 British consumers by media agency Carat via CCS, its consumer research and insight tool.

This behaviour is apparently being fuelled by social media use and the “viewers’ enjoyment of discussing the latest appointment-to-view TV shows, such as Breaking Bad, while the show is airing - not in the week afterwards”.

Other findings include that 57% of people are second screening in some way while watching linear TV, and that 33% are commenting on Facebook or Twitter about what they’re watching during the show. 20% of people say that their friends and family have had a big influence on their TV viewing, compared with 5% in 2010http://www.research-live.com/4012183.article?utm_source=google&utm_medium=email&utm_campaign=research-live.com