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Television and social media: friends forever?

Social MediaSneak preview from ON TV: perspectives on television in words and numbers, official thought leadership for the 2010 Edinburgh TV festival.

Younger age groups reveal where there may be the greatest synergy between social networks and television.

Deloitte’s report on the television sector is based on one-to-one interviews with industry executives and a poll of the UK public designed by Deloitte and conducted by YouGov between 9th and 12th July 2010. Our research found that among UK viewers it is still the exception rather than the rule to comment on a programme currently being watched on the Web.

  Television and social media  

Less than one in five comment at all; a mere three percent comment “always” or “frequently”[i]. Among 18-24 year olds the practice is more widespread, and it is now becoming standard for programmes targeted at this age group to incorporate a social media and social network element. However, while two fifths of this age group comment, of those who comment, almost all do this “occasionally”[ii].

Of those who consume television and the Web simultaneously, few comment on programmes they are watching; even fewer do this regularly

Friends forever?

While the current relationship between television and social media/social networks is largely symbiotic, particularly with younger audiences, in the medium term it has the potential to turn combative, with competition for audience time and advertising budget steadily intensifying.

Find out how in ON TV: perspectives on television in words and numbers, released on 27 August.

* Statistics outlined in this report are taken from a survey designed by Deloitte with polling conducted by YouGov amongst 4,199 UK adults (aged 18 years plus). The sample of 4,199 respondents was split at the beginning of the survey in order that half completed the first module of questions and half completed the second. YouGov adopted this approach so as to assure consistency of responses across the survey.

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