News

Nielsen study links Twitter chatter with TV ratings

Nielsen study links Twitter chatter with TV ratings

A frenzy of Twitter chatter about a broadcast program generally means more viewers are tuning in. Photo: Reuters

SAN FRANCISCO (Reuters) – A frenzy of Twitter chatter about a broadcast program generally means more viewers are tuning in, while more popular TV shows generate more Twitter activity, a new study by Nielsen has found.

The media measurement firm says that for the first time it has proved with statistical rigor what many in the media business have suspected in recent years: that a show’s ratings and the magnitude of its Twitter buzz are correlated.

The findings will be announced on Tuesday by Nielsen, who claims the results back up the premise of a new ratings system it will soon unveil.

Nielsen and Twitter are set to begin publishing this fall a new “Nielsen Twitter TV Rating” that measures the volume of Twitter conversation about every program.

The privately-held microblogging company has long sought to convince large brand marketers that it is a potent, real-time ad-delivery platform that complements and augments the live television-viewing experience. Marketers on TV can simultaneously reach their audience through a “second screen” because Twitter users often watch TV while tweeting away on their phones, Twitter has previously argued.

In the new study, Nielsen researchers analyzed a total of 221 episodes. The volume of tweets caused statistically significant changes to live TV ratings for 29 percent of the episodes, Nielsen said, without quantifying the degree of Twitter’s influence on ratings.

The companies said the analysis methodology used for their study was developed by Nobel Prize-winning economist Clive Granger.

Featured Events

Graeter's-Logo

Celebrate National Ice Cream Month with Graeter’s

Listen weekdays for your opportunity to win a gift card from Graeter’s to help you celebrate National Ice Cream Month!

KatyPerry 2014 tour PR photo

Katy Perry: The Prismatic World Tour

Katy Perry’s “Prismatic World Tour” comes to Nationwide Arena on August 13th.

News

in Entertainment

‘The Best Man’ set for ‘threequel’

bestman

The new film appears to pick up from news Howard's character drops at the end of the "The Best Man Holiday," which was released last November.

in Lifestyle

Target hopes to make shopping a ‘snap’

target

The In a Snap app will let you scan items in magazines and add them to your shopping cart.

in Entertainment

Will Ferrell bringing ‘Manimal’ to big screen

willferrell

The "Anchorman" star and his producing partner are planning another feature film.