Nielsen confirms 'statistically significant' link between tweeting and TV ratings

The report states that tweets both drive consumers to tune-in to a program, and increase chat about shows they are already watching. It claims “statistical evidence of a two-way causal influence between broadcast TV tune-in for a program and the Twitter conversation around that program.”

The study analysed 221 broadcast primetime program episodes, and found that live TV ratings had a “meaningful impact in related tweets among 48 percent of the episodes sampled”. It added that the volume of tweets caused significant changes in live TV ratings among 29 percent of the episodes.

“Using time series analysis, we saw a statistically significant causal influence indicating that a spike in TV ratings can increase the volume of tweets, and, conversely, a spike in tweets can increase tune-in,” said Paul Donato, Nielsen’s chief research officer.

“This rigorous, research-based approach provides our clients and the media industry with a better understanding of the interplay between Twitter and broadcast TV viewing.”

Nielsen claimed the research was the first study to quantify the extent to which higher levels of tweeting may cause additional viewers to tune in to programming. In a statement, it added that : “The results also demonstrate what many industry observers thought to be true—that increases in TV ratings during an episode cause more people to tweet more often. This may be because there are more people available to tweet about a show, or because more compelling content drives people to tweet more often.”

Donato added: “Media companies and advertisers have already made investments in social media outreach as a means of engaging more directly with consumers, and we believe there are worthwhile opportunities for Nielsen to conduct additional research that can help quantify the relationship between television and social media activity.”