It’s
not a new discovery in the media world that people can utilize multiple screens
at the same time. What research hasn’t established is the concept of one media
screen driving the other’s viewership up and vice versa. According to AdvertisingAge,
the Nielsen Company and Twitter are working together to discover the
correlation between live TV ratings and tweets.
Using
SocialGuide, which derives from Nielsen and McKinsey & Co, over 221
primetime broadcast programs were monitored for the TV ratings and tweets. The
study found that higher TV ratings often lead to more tweets of the particular
show. Results showed a 48% increase in tweets when a live TV program grew in
ratings. Likewise, as the number of tweets grew, it increased the live TV
ratings in about 29% of the studied episodes.
Reports
warn that this outcome may not occur with every program. A few examples of
extremely hyped TV shows on Twitter that did not respond with high ratings were
Oprah’s interview with Lance Armstrong and SyFy’s first viewing of “Sharknado.”
Overall,
it makes sense. If you are browsing Twitter while watching something on TV and
see a lot of chatter about a different program, it wouldn’t take much effort to
change the channel. Similarly, if a particular show is so great for a variety
of reasons, and you just need to share the wealth with everyone else, you may
tweet about it.
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