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.

Latest Headlines

in Local

Missing swimmer found dead in Mattawamkeag River

ALL PURPOSE NEWS PHOTO

The Maine Warden Service says they have found the body of a missing 9-year-old swimmer who had disappeared in the Mattawamkeag River in Penobscot County.

in Local

Small plane crashes in Dexter, Maine

ALL PURPOSE NEWS PHOTO

A small plane has crashed in the central Maine town of Dexter.

in Local

American Folk Festival Underway in Bangor

WGAN IMAGE

The American Folk Festival is underway in Bangor with acts ranging from cowboy music and blue grass to Latin jazz and zydeco.

in Local

Maine Immunization Rates for Toddlers Now Nation’s Highest

GENERIC SCHOOL LUNCH

The federal Centers for Disease Control and Prevention say Maine's toddler immunization rate has surged from below average to the highest in the nation.

in Local

Maine Studying Plan to Transplant Sea Urchins for Fishing

GENERIC SEA URCHIN

Maine fishing regulators want to close an area to sea urchin fishing so they can evaluate a plan to transplant the spiny creatures.

Tweets

  • 31h
  • 34h
  • 47h
  • 49h
  • 51h
  • 51h
  • 51h