Word-of-Mouth and Advertising Trump Social Media in Show Discovery - Creative Planet Network

Word-of-Mouth and Advertising Trump Social Media in Show Discovery

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New studies from Hub Entertainment Research and Viacom show that social media may not be as vital to consumers discovering new television shows as once suspected.

Writes P.J. Bednarski of MediaPost, "Only 24% in Hub’s study say they have discovered a show through something they saw or read on Facebook or Twitter in the last six months. To me that doesn’t sound so bad, but when Hub asked for specific content they discovered via social media, that figure drops from 24% to just 6%. The other, old-fashioned ways of discovering content are much better -- 58% found content via advertising, 41% from word of mouth and 34% through channel surfing."

Read the full story here.

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