TV Exec Says Social Media Isn't Driving Viewership Gains (FB) (TWTR)

Twitter (NYSE: TWTR) and Facebook (Nasdaq: FB) could be looking to position themselves as key for TV viewership growth, but one executive thinks the social media juggernauts have a long way to go.

The Financial Times reported over the weekend that Alan Wurtzel, head of research at NBCUniversal (a Comcast (Nasdaq: CMCSA) company), thinks Twitter and Facebook aren't a game chager yet. Wurtzel's comments come following last winter's Sochi Olympics.

While Wurtzel was hoping the addition of social media would spike viewership, he found that just 19 percent of Olympic viewers posted about the games. He believes that ratings are more likely to affect social media, not the other way around.

To the FT, Wurtzel said, A lot of people want to show that they are on the cutting edge. One of the things that is on the cutting edge is social media,” Mr Wurtzel said. “Why wouldn’t I want to say to you, ‘We have a potent new way in which we can drive ratings? ... [It just isn't true.] I am saying the emperor wears no clothes. It is what it is. These are the numbers.

Twitter is down 3.7 percent Monday while

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