Tuesday, May 28, 2013

Nielsen confirms correlation between TV ratings and Twitter buzz

In a study, Nielsen has confirmed on their site that there is a correlation between a TV show rating and the corresponding buzz on Twitter.

According to SocialGuide, 32 million unique people in the U.S. Tweeted about TV in 2012.



80% of U.S. tablet and smartphone owners who watch TV use their device while watching at least several times a month. 40% of U.S. tablet and smartphone users visit a social network while watching TV.

According to the study, for premiere episodes
  • an 8.5% increase in Twitter volume is associated with a 1% increase in TV program ratings for 18-34 year olds. 
  • Additionally, a 14.0% increase in Twitter volume is associated with a 1% increase in TV program ratings for 35-49 year olds, reflecting a stronger relationship between Twitter and TV for younger audiences.
Further, the study found that Twitter’s correlation to TV ratings strengthens for midseason episodes for both age groups.
  • An increase in Twitter volume of 4.2% and 8.4% is associated with a 1% increase in ratings for 18-34 year olds and 35-49 year olds, respectively. 
  • Moreover, by midseason Twitter was responsible for more of the variance in ratings for 18-34 year olds than advertising spend.

 The “Nielsen Twitter TV Rating” for the U.S. market are the first-ever syndicated-standard metric around the reach of the TV conversation on Twitter.  The ratings are slated for commercial availability at the start of the Fall 2013 TV season.

Related links Study details

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