Viewers 'driven back to linear TV' by social media

Social media is responsible for more than one third of UK television viewers actively planning their evenings around the TV schedule, according to new research.

Carat, the media planning business, analysed data from CCS, its internal research tool that surveys 11,000 UK consumers, to find that 35% of respondents preferred to watch certain shows while they were airing rather than make use of video on demand services to watch them at a time of their own choosing.

This trend, said Carat, was being fuelled by social media use and the viewers' enjoyment of discussing the latest appointment-to-view TV shows in real time and not in the week afterwards.

CCS data showed that 57% of people were second screening in some way while watching linear TV, and that during a show 33% were commenting on Facebook or Twitter about what they were watching, typically a drama, a reality show or a sporting event.
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