Broadcast News Attracts the Biggest Audiences, but Viewers Spend More Time with Cable

onairTelevision is still the primary way Americans get news at home, with the largest audiences watching network and local news, according to a new Pew Research Center analysis of Nielsen data. But while the cable news audience is smaller, it’s also more engaged.

The study, based on Nielsen’s national panel of metered homes in February 2013, found that 71% of U.S. adults watch local news, 65% watch network news and 38% watch cable news in the course of a month. And on average, cable news audiences spend twice as much time watching news on that platform as local and network viewers spend on those sources.

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Social Media Influence on TV Examined by New Study

social TV influenceConsumers’ interaction with social media in relation to their television viewing is relatively modest compared to other forms of communication and lags behind other online media, TV promotions and, especially, offline communication, according to a new study. Only 12% of respondents use social media  one or more times per day concerning TV.

However, the number jumps to 37% using social media one or more times per week – suggesting growth potential for social media as an influence on TV viewing. Half of these respondents report viewing TV concurrently with using social media. The research also identified several groups who are highly connected to social media and television, and who represent an important opportunity for marketers. These are among numerous findings from an extensive, multi-pronged study, entitled  “Talking Social TV,” to help determine how social media interaction impacts television viewing.

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How do TV and social media mix? New study shows social media penetrating airwaves

Social media is showing signs of connecting with TV viewers as nearly two-thirds (64 percent) of U.S. consumers surveyed recall seeing social media symbols such as Facebook “Likes” while watching television, according to an Accenture study. Moreover, one in three viewers (33 percent) have interacted with social media after seeing a social media symbol on their TV screen.

Accenture conducted this survey of U.S. television viewers to better understand the public’s perception of social media symbols that appear during programming and how effective they are. The survey found that among the 1,000 viewers surveyed, the majority said they had noticed and were also familiar with how to interact with social media symbols while watching TV, including the Facebook “Like” symbol (42 percent), QR codes (28 percent), Twitter Hashtags (18 percent) and Shazam symbols (9 percent).

One-third (33 percent) of those surveyed said they had actually interacted with the symbols while watching TV by “liking” the TV program on Facebook (20 percent), scanning a QR code (11 percent), searching for the Hashtag on Twitter (7 percent) or scanning the Shazam symbol (5 percent).

“Social media and social networking are exploding across television screens as networks use social media to enable audiences to interact directly with related content for a richer viewing experience,” said Robin Murdoch, Accenture’s global Internet segment managing director. “This has huge revenue growth potential as social media applications build program viewer loyalty and drive online advertising opportunities.”

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