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Why do fans engage in social TV activity? To keep their favorite shows on the air!

According to a survey about social TV by in partnership with the Social TV Summit, 76 percent of respondents say their main motivation for social activity — which includes posts, status updates, check-ins and comments — is to prevent their favorite show from being canceled. That figure is up from 66 percent from a year ago.

The study also found that, of those who participate in social TV activity, 95 percent do so after watching a show (up from 68 percent last year), 40 percent participate during a show (up from 33 percent), and 53 percent before a show (up from 52 percent in 2011).

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