Aug
06
Nielsen Study: Higher Tweet Volume Drives TV Tune-In 29% of the Time
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It seems like common sense that an increase in tweets can drive an increase in live TV viewership, but until now there’s been scant proof of such correlation. A study released by Nielsen has found just such a relationship. In fact, Nielsen went so far as to use the other c-word: causation.
Relying on live TV ratings and tweets for 221 primetime broadcast episodes that were studied using SocialGuide — a venture between Nielsen and McKinsey & Co. that captures Twitter activity for all U.S. TV programming — the study found correlations between tweet and tune-in surges.
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