Twitter TV activity tells how engaged general viewers are with programs, Nielsen data shows
New research from Nielsen shows that Twitter TV activity can show just how engaged the general viewing population is with the TV programming its watching.
The study analyzed minute-by-minute Twitter activity around live airing of programs while Nielsen Neuro separately monitored brain activity of roughly 300 viewers as they watched new episodes of these same programs.
The study said that Twitter TV activity now stands as a “bellwether for general audience engagement,” meaning increases in conversation on Twitter during live programming signal that there is high engagement among the general audience as well.
Agencies and advertisers can look to these metrics as part of media planning and buying to identify shows with engaged audiences and opportunities to increase ad memorability and sales outcomes.
The analysis of Twitter TV and neuro data was completed for eight prime time broadcast and cable TV programs ranging in levels of Twitter activity and TV ratings.