Study: Tweets sent during live TV airings drive the majority of impressions for series programs
Nielsen Social today released a study showing that tweets sent during live airings of TV shows also impact viewers watching in a time shifted setting.
Nielsen looked at TV-related tweets and impressions for 96 weekly TV series during this fall season and found that 57 per cent of weekly impressions come from users seeing Tweets related to live airings. For dramas (58 per cent) and reality shows (67 per cent), there are more live impressions than average. Comedies, on the other hand, see just 49 per cent of weekly impressions from live.
Comedy networks may want to pay more attention to off days, but tweets sent during live broadcasts still drive the bulk of the conversation.
A separate Nielsen study analyzing Twitter TV activity during the 2014-15 broadcast season shows that on non-live airing days, only 33 per cent of tweets are sent in response to program content; during live airings, though, 66 per cent of tweets are sent in response to program content.
More, authors that tweet about series during live airings send twice as many tweets as those that only tweet when a program is not airing live.
Based on the findings, Nielsen summed up the opportunities for networks, agencies and advertisers:
1. Twitter TV activity during live airings drives the majority of valuable promotional impressions for weekly series programs.
2. 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.
3. 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.
4. 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.