A considerably higher percentage of Twitter users who tweet while watching a TV show discuss the show they’re watching than Facebook users who log in during a TV show, according to May 2011 data from TVGuide.com. The “TVGuide.com User Research Study” indicates 50% of Twitter users discuss a show they are watching, one-third more than the 35% of Facebook users who discuss a show they are watching.
Twitter, Facebook Users Discuss Show After Airing at Similar Rate
Users said they are more likely to talk about their favorite shows on Twitter and Facebook before and after the show airs rather than during the show. Of users who talk on Twitter, 62% said they engage before the show airs, 69% after, and 47% during.
Of users who talk on Facebook, only 47% engage before the show airs (24% less than Twitter users), 68% after (essentially flat) and 24% during (almost 50% less).
Twitter Users More Celeb-focused in TV-related Interactions
Twitter users show a stronger celebrity focus than Facebook users in their TV-related interactions with content creators. Seventy percent retweet celebrities and 68% reply “@celebs.” Meanwhile, 60% of Facebook users comment on TV show fan pages, while only 45% comment on celebrity fan pages.
Informing Friends Top Reason to Share Viewing Info
When asked why they share what they’re watching, 77% of social network users said it’s to tell friends what shows they watch. This is substantially more than even the 66% who do so to help keep shows on the air. More than half also share what they’re watching to tell friends about new shows (57%).
Fox Dominates Top 10 Social Shows
A list of the most social shows of the 2010-2011 season, based on TVGuide.com episode check-ins, Facebook Likes and comments on the site shows that Fox dominates with five shows: “American Idol,” “Glee,” “House,” “Fringe,” and “Bones.” CBS follows with two, including number one “NCIS” as well as “Criminal Minds.” Featuring one apiece are ABC (“Castle”), NBC (“Law & Order: Special Victims Unit”) and WB (“Smallville”).
“Smallville” officially aired its final episode at the end of the 2010-2011 season. All of the other shows on the list have been renewed for 2011-2012.
Networked Insights: ‘Glee’ Tops in Social Impressions
An episode of the Fox TV comedy-drama “Glee” generates an average of about 82.4 million impressions on social networks such as Facebook and Twitter, according to an April 2011 white paper from Networked Insights. Measuring by Networked Insight’s social media metrics, this makes “Glee” the top TV show for social impressions and puts it 80% ahead of its nearest competitor in terms of social impressions, CBS sitcom “Two and a Half Men” (45.7 million average impressions).
About the Data: This survey was conducted in April 2011 on TVGuide.com, with 1,586 respondents. Social show statistics are based on internal TVGuide.com Omniture reporting