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Social media makes people more likely to watch linear TV, with a third commenting on Facebook and Twitter

A third (33 per cent) of people now actively plan their evenings around the TV schedule, data from Carat’s consumer research tool CCs has found.

The survey of 11,000 Brits found that social media activities around TV shows have driven an increase in linear TV, with 33 per cent commenting on Facebook or Twitter about what they’re watching during the show.

This means that fans of a show either have to watch when the show is first aired, or avoid social media for fear of spoilers – especially when 20 per cent of people say that their friends and family have had a big influence on their TV viewing

Steven Ballinger, head of media investment – Amplifi @ Carat, said: “TV on Command is all about the reinvention of the water cooler moment - the “real time water cooler moment”. The mix of appointment to view (APT) programming and social media means that people are moving from passive to active viewing. Being part of the conversation during the latest battle in Game of Thrones or a terrible audition in BGT with friends and strangers hugely enhances the experience for the consumer.

“This drives huge opportunities for advertisers. It turns their advertising from a monologue to a dialogue. Using second screen apps such as AdSync or Shazam, which allows the user to access more content, creates more dwell time for consumers with the brand. It also helps to drive the consumer closer to the point of purchase, something advertisers have been trying for a while with more traditional TV advertising methods.”

In total, 57 per cent said that they second screen while watching TV.