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Study: Social Media More Effective At Driving TV Viewers To New Shows Than To Existing Ones

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(Photo Illustration by Justin Sullivan/Getty Images)

(Photo Illustration by Justin Sullivan/Getty Images)

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PHILADELPHIA (CBS) – New research shows that social networks are more effective at driving users to watch new television shows rather than existing ones.

The study, which was done by the Council for Research Excellence’s Social Media Committee and the Keller Fay Group, surveyed more than 1,700 adults between 18 and 54.

Only 12% of participants used social media related to television at least once daily, but that number jumped to 37% when the number was adjusted to at least once weekly.

What’s more, only 1.5% of those surveyed were drawn to existing television shows by social media, but 6% reported being attracted to new shows.

Science-fiction, talk, news and sports shows were all strong on social media, and comedy shows were more likely to be discussed online following an episode rather than before. Reality shows, on the other hand, performed better on social media when people were in the process of watching them.

Interestingly, the CRE and Keller Fay Group says that so-called “super-connectors,” or those whose social media usage is higher than average, make up 12% of the population and are mostly younger females.

To see the study results, visit: www.researchexcellence.com

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