Understanding the social interactions of households watching TV together, and how their responses to what they’re watching are a way of cementing bonds, could have a significant impact for broadcasters and advertisers.

Why it matters

While a TV programme may not necessarily be the most important thing in the living room, the conversations it sparks can play a vital social role. This can help shape not only thinking about how the programmes themselves are made, but also how they are scheduled and promoted.

Takeaways