Under the agreement, Nielsen and Twitter will deliver a syndicated-standard metric around the reach of the TV conversation on Twitter, slated for commercial availability at the start of the fall 2013 TV season.
Good thing: it seems that the close relationship between Twitter and TV is stronger than ever. A new study reveals that more Twitter chatter actually correlates to higher television ratings.
By analyzing tweets about live TV, Nielsen and SocialGuide, the team behind the first Twitter TV audience engagement & analytics tool, found that Twitter is one of just three statistically significant variables to influence ratings. (The other two are a show’s ratings from the previous year and advertising spending.)
For the 18-24 age range, an 8.5% jump in Twitter volume corresponds to a 1% increase in TV ratings for premiere episodes. And among those 35-49, a 14% increase in Twitter volume corresponds to a 1% ratings increase.
Further, the study found that the correlation between tweets and TV ratings strengthens for midseason episodes for both age groups. An increase in tweets 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.
That’s incredible. Those numbers indicate that social media is more integrated than ever before into our traditional media consumption, and an invaluable tool for the broadcast entertainment industry.
According to Nielsen, 40% of American smartphone and tablet users log onto a social network when watching television, and 80% of those users who watch TV use their device while channel-surfing several times a month.
For more on the Twitter TV trend, check out this social TV infographic.
Do you tweet while you’re watching TV? More so during a premiere episode or mid-season?