Live viewing and (and tweeting) is not dead. And the data surrounding live-tweets are useful to marketers looking to drive tune in later in the week or for on-demand viewing of related shows. Today, Nielsen published a study after looking at TV-related tweets and impressions for 96 weekly series programs this fall. What did they find? That about 57 percent of weekly impressions come from users seeing tweets related to live airings. So posts on Twitter related to a single live episode led to more than half of the weekly Twitter impressions for series programs.
Of course it varies depending on the kind of program. For drama and reality, live impressions jump to 58 percent and 67 percent respectively. Comedies see just 49 percent of weekly impressions from live, so mentioned about, say Brooklyn-99 still have an impact even when it’s not on. Some other highlights, according to Nielsen:
- Twitter TV activity during live airings drives the majority of valuable promotional impressions for weekly series programs.
- Audiences see tweets with higher frequency during live airings, suggesting that this could be a powerful time to promote and cross-promote programs through social media.
- Live Twitter activity serves as a measure of content response and general audience engagement. By contrast, when programs are not airing live, program buzz becomes a signal of program awareness on social media and can be used to evaluate how effectively promotions are generating buzz.
- As networks look to drive engagement and viewership through promotional strategies on Twitter, they can reach unique segments of program authors based on when and how each group tweets about programming.
Live tweeting isn’t just about reacting to a program, but it looks like a great time to connect with an audience authentically.