Twitter has a special relationship with television but it’s not one that’s always as clear as the social network would perhaps lead us to believe. In their study last year Nielsen appeared to express mixed feelings about Twitter’s impact on TV ratings (and vice versa), and one NBC executive was quite adamant that Twitter did not increase TV viewers.
However, one area where Twitter has seen results for television shows is when participants in that show – stars, hosts, contestants and the show’s Twitter handles – live-tweet during programming.
Two-thirds of respondents to a recent Twitter poll said that they like to see tweets from official TV show accounts, and for the shows themselves this has a net benefit: it actively drives new followers.
Indeed, if several members of a cast live-tweet together, follower growth can be improved by 408 percent for comedy and sci-fi shows, and a host live-tweeting during reality programming can benefit from a 229 percent lift.
Check the visual below for more data, which comes courtesy of Twitter.
(Source: Twitter Blog.)