Social media has the potential to drive viewers to programming but isn't there yet, the Council for Research Excellence reports. Just 1.5% say they watched a particular program because of social media, with 6% saying they checked out a new series after hearing about it on social media. So-called "Super Connectors," a mostly young, female segment that make up 12% of the TV audience, are the biggest users of social media related to TV. Hispanics also are 50% more apt to use social media for TV, but mostly for sports.
Study: Influence of social media on TV watching is work in progress
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