Increases in television ratings during episodes cause more...
Increases in television ratings during episodes cause more people to tweet more often, said Nielsen in a study released Tuesday about the “two-way causal influence” between broadcast TV tune-in for a program and the Twitter conversation around that program (http://bit.ly/15F49hV).…
Sign up for a free preview to unlock the rest of this article
Timely, relevant coverage of court proceedings and agency rulings involving tariffs, classification, valuation, origin and antidumping and countervailing duties. Each day, Trade Law Daily subscribers receive a daily headline email, in-depth PDF edition and access to all relevant documents via our trade law source document library and website.
Nielsen’s Twitter Causation Study analyzed minute-to-minute trends in Nielsen’s Live TV Ratings and tweets for 221 broadcast primetime program episodes using Nielsen’s SocialGuide. Live TV ratings had a statistically significant impact in related tweets among 48 percent of episodes sampled, and the volume of tweets caused statistically significant changes in live TV ratings in 29 percent of the episodes, the study found. “Media companies and advertisers have already made investments in social media outreach as a means of engaging more directly with consumers, and we believe there are worthwhile opportunities for Nielsen to conduct additional research that can help quantify the relationship between television and social media activity,” said Nielsen Chief Research Officer Paul Donato.