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.

Recent Headlines

1 hour ago in Entertainment

Oscar-winner Lupita Nyong’o named ‘most beautiful’

Fresh
people

The actress was named as the world's most beautiful woman for 2014 by "People" magazine.

1 hour ago in Lifestyle

Travel through time on Google maps

Fresh
google

Google is now offering trips down memory lane on its digital maps.

1 hour ago in Entertainment

‘Peeps’ coming to a big screen in marshmallow movie

Fresh
peeps

The film focuses on the sugary confections as they prepare to be judged at the annual Peeps diorama contest.

today in National

Washington state eyes building ban after deadly mudslide

Updated
mudslide

Snohomish County is considering a six-month ban on new construction in landslide-prone areas.

today in Sports

Phelps facing toughest challenge yet

phelps

Michael Phelps has been swimming against the tide all his life.