46% of under 25s Facebook like their favourite TV programmes

Aug 25, 2010 by Dirk Singer

An earlier post was all about the (UK) Ofcom Communications Market Report and the way in which TV and social media campaigns can work in tandem.

Deloitte has now looked into this as well, releasing a report to coincide with the upcoming Edinburgh Television Festival. Deloitte commissioned research among 4000+ adults, and found that, as much as people like myself talk about ‘social TV’, only 7% of those polled had become fans of their favourite programmes.

At the same time, the generational shift that Ofcom found in its research, also comes into play here. Among 18-24 year olds, 46% liked their favourite shows on Facebook.

Also, Deloitte’s research is about actively liking a programme, there is of course a stage before that of people simply tweeting about live TV while its taking place, or exchanging Facebook / IM messages about it.

TV ads skipped by 86%

Another reason why combining online +TV could become more attractive for brands could come down to 86% of viewers with PVRs skipping ads. This is the result of a second Deloitte study conducted to coincide with the Edinburgh TV Festival.

In fact, it’s younger viewers, the very ones likely to be online, who are more receptive to advertising messages. Deloitte found that while a third of over 55s said that no form of advertising impacted them, only 13% of under 25s felt the same.

Image – ccharmon