The Financial Times reports that after studying media habits related to its Olympic coverage, NBC found less social media activity linked to television broadcasts than might have been expected. In other words, it isn’t apparent that people tune into television programs because they see activity about it on social media. At stake is a lot of advertising money.
It will be interesting to see how this plays out. From its early days, one of the major critiques of television was that it encouraged passivity: people generally sat on the couch in their private homes watching a screen. While they may have had conversations about TV with others (and a lot of this has moved online – just see how many sites have Game of Thrones recaps each week), television watching was a limited social activity practiced alone, with family, or close friends. Whether social media changes this fundamental posture in watching television remains to be seen.