The relationship between Twitter and television – and vice versa – is both well documented and slightly murky. While some studies have shown that tweeting about a television show – particularly live-tweeting – builds a social audience and helps energize buzz and can boost ratings around that program, others have been less enthusiastic about the connection.
This week, however, with the airing of the 2015 GRAMMY awards and a couple of premier episodes from Twitter fan favourite AMC, we get to see close up just how much extra oomph Twitter can give to the biggest shows.
According to Nielsen’s Twitter TV ratings, the 57th Annual Grammy Awards generated more than 13 million tweets reaching well over one billion impressions. Twitter themselves (using internal data) take these figures a step further: 1.6 billion views of 20.9 million Tweets globally.
Cable and social media powerhouse The Walking Dead had its mid-season premier on Sunday, racking up three-quarters of a million tweets and more than 43 million impressions.
And AMC had a second hit on their hands that same day, with Breaking Bad spinoff Better Call Saul’s 106,000 tweets finding 10,763,000 eyeballs.
(Source: Nielsen Twitter TV Ratings.)