CTAMA new study released by the Cable & Telecommunications Association for Marketing (CTAM) shows that social networks have become a major influence in driving television viewership. More and more viewers are watching television shows based on recommendations from friends on sites like Facebook and Twitter and more and more people are finding out about new shows via their social networks. Are social networks becoming the next big recommendation engine? Read more after the jump.

The CTAM Tracking Study, “Exploring Evolving Trends in Viewership”, which was done in collaboration with Nielsen, surveyed 1,500 individuals aged 18 and over and 500 individuals between the ages of 13 and 17. The study was conducted between the dates of November 30 and December 11, 2009. The most interesting statistics found in the study are as follows:

  • 79% of those surveyed who are regular social network users said that they would be likely to watch a show based on the recommendation of a friend on a social network.
  • 33% of those surveyed who are regular social network users said that they have discovered a new television show via something they saw or read on a social network.
  • Over the past six months, viewers who were already watching television programming on the Internet or video game consoles have begun watching more television shows on these devices.
  • 39% of viewers who have not yet connected their televisions to their computers to watch online content are interested in doing so.

The study shows that most people still get most of their television content on their television screens. However, social networks and the online video are definitely becoming more prominent. The Vice president of research at CTAM, Clay Collier, said:

“It’s no surprise that the majority of American viewers still prefer to view content on a television set. But what this study shows is an emerging trend that says the love affair with television programming transcends the television set, as consumers report accessing content on a wide variety of platforms.”

Not only are television viewers moving in to a wider variety of platforms when it comes to viewing programming, but they are also broadening their horizons when it comes to finding out about new television content. Whereas before most users only had the TV Guide or word of mouth at their disposal to find out about new shows, they now have the world of social networks to help them discover new content, online as well as on television. CTAM CEO Char Beales puts it perfectly with the following statement:

“Over one-half of adults who visited social networking sites in the past month visited them every day. These findings underscore the potential ‘water cooler’ effect social networking sites can have, as well as the opportunities for television programmers and advertisers to interact with viewers in an even more meaningful way.”

What do you think about the results of the CTAM study? Have you discovered any new television shows via your social networks?