TV strategists who base their campaigns on heavy social media engagement may be in for a surprise. According to a new study, only 18 percent of TV viewers with Internet access follow shows on Twitter while they watch them.
Traditional "couch potatoes" still reign supreme in the typical TV audience, accounting for roughly a third of viewers, according to the study - although their real numbers and share of audience are declining.
A Twitter-centric strategy could "be a big waste," says the study's principal analyst, "as it's irrelevant to over 80 percent of TV viewers." Courtesy The Hollywood Reporter.