Correlation Found Between Twitter Buzz and TV Ratings
by MarketingCharts staff
An increase in Twitter volume about live TV correlates with an increase in TV ratings across varying age groups, finds Nielsen in a study conducted with SocialGuide. Analyzing tweets about live TV, the study determined that Twitter was one of 3 statistically significant variables to align with TV ratings. The other two are prior-year rating and advertising spend. Nielsen cautions that the “study doesn’t prove causality.”
Examining the results, Nielsen reveals that for 18-34-year-olds, an 8.5% rise in Twitter volume corresponds with a 1% increase in TV ratings for premiere episodes. By midseason, the relationship is stronger, with a 4.2% gain in Twitter volume corresponding with a 1% rise in TV ratings.
For the 35-49 age group, a 14% increase in Twitter volume corresponded with the 1% rise in ratings for premiere episodes, while for midseason episodes, the associated Twitter volume increase was 8.4%. That suggests that the relationship between Twitter and TV is stronger among the younger group, a fairly intuitive result. Notably, by midseason, Twitter accounted for more variance in ratings for the 18-34 group than advertising spend.