In terms of growing audience, Twitter is a top influencer for tv ratings, according to Nielsen. By taking a look at tweets about television, astudy confirmed a relationship between Twitter and TV ratings. It also identified Twitter as one of three statistically significant variables (in addition to prior-year rating and advertising spend) to align with TV ratings.
Reportedly, the recent Nielsen/SocialGuide studynoted increases in Twitter volume that correlate to increases in TV ratings for varying age groups, with a stronger correlation for younger audiences. 18-34 year olds show that an 8.5% increase in Twitter volume corresponds to a 1% increase in TV ratings for premiere episodes, and a 4.2% increase in Twitter volume corresponds with a 1% increase in ratings for midseason episodes. A 14.0% increase in Twitter volume is associated with a 1% increase in TV program ratings for 35-49 year olds, reflecting a stronger relationship between Twitter and TV for younger audiences.
The study notes that the correlation is driven by the fact that consumers are regularly using multiple devices – 80% of U.S. tablet and smartphone owners who watch TV use their device while watching at least several times a month.
While this is not a study about the effectiveness of Twitter for driving listening to radio, it’s certainly a trend that is worth taking note of, and it would make for a very interesting study as well.
Have you registered for RAIN Summit West? One of the panels will discuss best practices for increasing your online audience and feature execs from The EchoNest, SiriusXM, ABC News and ESPNRadio. Learn more about the agenda and register here.