The growing trend of discussing television in real-time on social media is a key driver in the resurgence of linear TV viewing, a new study suggests.

Despite the growth of digital television and on-demand services, viewers are returning to watching television as it is broadcast thanks to the strength of content and a desire to share their viewing with peers.

The study, carried out by global media agency Carat with data from CCS, showed that 35 per cent of people now actively plan their evenings around the TV schedule, a rise of 5m people compared to four years ago when the TV on demand boom first began.

57 per cent of people are second screening in some way while watching linear TV, and within that group, 33 per cent are commenting on Facebook or Twitter about what theyre watching during the show.

Peer influence is also on the rise thanks to social media and second-screening – the study showed that 20 per cent of people say their friends and family have a big influence on their TV viewing, compared to only 5 per cent in 2010.

“TV on Command is albout the reinvention of the water cooler moment – the real time water cooler moment,” said Steven Ballinger, head of media investment for Amplifi at Carat. “The mix of appointment to view programming and social media means that people are movign from passive to active viewing. Being part of the conversation during the latest battle in Game of Thrones or a terrible audition in BGT with friends and strangers hugely enhances the experience for the consumer.

“This drives huge opportunities for advertisers. It turns their advertising from a monologue to a dialogue. Using second screen apps such as AdSync or Shazam, which allows the user to access more content, creates more dwell time for consumers with the brand. It also helps to drive the consumer closer to the point of purchase. Something advertisers have been trying for a while with more traditional TV advertising methods.”