Kelton Partners with Viacom Media Networks to Uncover Interplay Between TV and Social Media

-- Global study uncovers how and why viewers engage in TV-related activities on social media --

May 23, 2013, 12:44 ET from Kelton

LOS ANGELES, May 23, 2013 /PRNewswire/ -- Last year, leading consumer insights consultancy Kelton was commissioned by Viacom Media Networks to conduct multi-country research on the interplay between TV and social media and why consumers engage in TV-related activities on social media. Our research found that those cross-channel users engage in an average of 10 TV-related activities on social media platforms on a weekly basis, whether it be following/liking a TV show, sharing or recommending something to friends, or searching for info and show schedules. In addition, the study uncovered three main motivations that lead viewers to engage in TV-related social media activities – functional reasons related to information about TV shows and networks, communal factors like connecting with other fans, and playful reasons such as playing games.


"This study generated crucial insights on the numerous connections between these media and how TV companies can benefit from and improve their social media strategy," said Martin Eichholz, Partner of Quantitative Research at Kelton. "By tightly integrating qualitative and quantitative data, we were able not only to understand underlying consumer motivations for these behaviors but also to highlight a variety of tactical drivers ready to be put into use."

Kelton's mixed-method approach included qualitative social media diaries in the United States and our proprietary online SmartCommunities in the United States, the United Kingdom and Germany. We then conducted a global quantitative online survey with over 5,000 Viacom viewers aged 13-49 who use social media platforms on at least a weekly basis to validate the findings from the qualitative phase of our research.

Our findings were published in Viacom's "When Networks Network: TV Gets Social" report that was presented at the OMMA Video at Internet Week New York this week. For more information on this study, please visit:

About Kelton
Kelton is a leading global insights and strategy firm with offices in Los Angeles and New York, serving as a partner to more than 100 of the Fortune 500 and thousands of smaller companies and organizations. Utilizing a wide range of customized, innovative research techniques and staff expertise in marketing, branding, PR, media, business strategy, and design, Kelton helps drive our clients' businesses forward. For more information about Kelton, please visit Keep up with Kelton news by following our blog at and Twitter feed at