Twitter and TV Viewing Intertwined According to New Research
Shows with unknown outcomes garner highest correlated activity
That is exactly what occurred on Monday while Sarandon and Eva Amurri Martino (her daughter), tweeted their reactions to the popular television series. The act may seem silly to some, but according to the results from a study handled by Nielsen, which measures the audience trends for television, there is a factor wherein stars interacting during the show does help boost ratings.
Using the data via the Twittersphere, Nielsen was able to analyze the “minute-to-minute trends” on Twitter and on Nielsen's live ratings for 221 prime-time episodes. The Nielsen numbers noted “the volume of tweets caused significant changes in live TV ratings” in 29% of the episodes analyzed.
On the other side, TV ratings do impact the number of related tweets that are sent in nearly half of all the episodes that were within the study. Those numbers show that there is a link between what is airing and who/how many are talking, a Twitter spokeswoman stated.
“Networks should remember that Twitter is a real-time public conversation service that is uniquely suited to host a conversation around a program while that program is on the air,” Rachael Horwitz said.
There are many who watch TV on their own after shows air live through various streaming sites or thanks to DVR technology. However, the findings show that many choose to watch live television and enjoy the concept of participating on Twitter. Meanwhile, the impact of Twitter on ratings was greatest during reality shows, comedy and sports, while other programs were less chatted about.
That is not surprising to Horwitz, as he noted that the shows “with unknown outcomes” cause more to tune in and chatter. He added “Nielsen will use Twitter’s data to create that benchmark.”
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