As we dive deeper into the age, the intersection of social media and television continues to be a hot topic of interest. In particular, the role of Twitter as a potential influencer for TV ratings has been a subject of extensive research. This blog post revisits a groundbreaking study conducted by Nielsen and SocialGuide in 2023, which shed significant light on the correlation between Twitter activity and TV ratings. The study, focused on the impact of Twitter on the ratings of both premiere and midseason episodes of over 140 broadcast and cable programs, revealed intriguing insights into the power of social media in shaping viewership trends. Read on to explore the findings of this pivotal study and its implications for the TV and social media landscape today.
If you’re an avid follower of popular TV shows and their corresponding Twitter buzz, you would have noticed this intriguing phenomenon. The study by Nielsen and SocialGuide confirms this correlation. The researchers analyzed Tweets about ” target=”_blank”> TV and compared the impact of Twitter against various key variables to assess the strength of Twitter’s relationship with ratings.
Key Findings and Implications
The study found that Twitter was one of the three key variables – including prior year rating and advertising spend – that positively impacted TV ratings in a statistically significant way. “We expected to see a correlation between Twitter and TV ratings, but this study quantifies the strength of that relationship,” said Andrew Somosi, CEO of SocialGuide. “Twitter’s presence as a top three influencer tells us that Tweeting about TV is likely a significant indicator of program engagement.”
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. Moreover, 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.
This research led to the creation of the “Nielsen Twitter TV Rating” for the U.S. market, a first-ever syndicated-standard metric the reach of the TV conversation on Twitter.
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