Joshua Jackson Joshua Jackson

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

According to a survey about social TV by TVGuide.com 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). 

The complete results of the seven surveys (also embedded below), which were conducted in February and March, will be presented by TVGuide.com at Tuesday's Social TV Summit in San Francisco. The Summit can be watched live here and on the live stream below starting at 11:30 a.m. ET/8:30 a.m. PT.

More TV research from TVGuide.com:
Social TV Survey: Social media is making you watch more TV!
Fall TV Survey: It's good to be a TV fan these days
Fall TV Survey: You can't get enough TV, can you?