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TV viewers would rather skim social media than watch TV commercials

Tivo logo How many of you simple watch TV while you’re watching TV? Show of hands.

That looks about right. The Second Annual TiVo Multitasking and Social TV Survey says that more than half of the people they studied multitask while watching TV. That’s a huge increase over last year’s 36%.

If you’re a TV producer, don’t worry. 47% said that even though they’re doing other things at the same time, their primary focus is on the television. . . or so they say.

Top TV-time activities:

  • 74% browse the internet

  • 73% read or send email

  • 71% send text messages

TV fans also love connecting with their favorite shows and actors online. 61% of respondents said they’ve searched the internet for information about a show they like and 47% “liked” a show’s official Facebook page. Funny thing, they aren’t doing either of these things while they’re actually watching TV. Only 5% of TV multitaskers did anything show related while the show was on.

Commercial breaks are a whole different story.

If you’ve invested a ton of money into a TV commercial for your brand or client. . . you can start worrying because only 29% of TV viewers said they stay and watch the commercials during the commercial break.

The majority of folks use commercial breaks as bathroom breaks – which is funny because DVR owners can stop a show whenever they want so they can go to the bathroom but 81% still said they wait until the commercial break to go.


78% use commercial breaks as an opportunity to stock up on snacks and drinks. They also enjoy talking with others in the house. After that, we head to the internet.

Though 74% of people said they surf the internet during the show, only 44% surf while the commercials are on and 38% use that time to catch up on social media.

Here’s something to think about. Do you post to Facebook and Twitter in the evening? I know a large number of companies stop all social media activity when they walk out the door at five. But with so many TV viewers checking social in the evening, maybe you need to rethink your posting schedule.

Here are a few more multitasking facts:

  • The smartphone (78%) and the laptop (72%) are the two most popular devices used while watching TV.

  • 25% of those surveyed said searching the Internet for information about a program is the top activity that increases their enjoyment of TV; reading episode recaps and reviews comes in second at 10%

  • Only 22% reported ever posting on social media sites about shows they watch; 5% of all respondents do this a few times a week or more.

  • Of those who do post to social media about their TV faves, the majority (71% ) selected Facebook as the site they most commonly post about TV; Twitter came in a distant second with 24%

Bottom line: TV time is a good time to reach consumers as long as you can reach them on mobile. What are your customers doing between the hours of 8 and 11 pm?

via Marketing Pilgrim - Internet News and Opinion


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