The research firm claims its Twitter Causation Study is the first to provide statistical evidence of a “two-way causal influence” between broadcast TV tune-in and Twitter conversation around that show, confirming what many in the industry have long suspected.
Nielsen said that after analysing minute-to-minute trends for 221 broadcast primetime program episodes, in 48% of the episodes, live TV ratings had a statistically significant impact in related tweets.
The volume of tweets also caused statistically significant changes in live TV ratings among 29% of the episodes, the research found.
“Using time series analysis, we saw a statistically significant causal influence indicating that a spike in TV ratings can increase the volume of Tweets, and, conversely, a spike in Tweets can increase tune-in,” said Paul Donato, chief research officer, Nielsen.
Ali Rowghani, Twitter’s chief operating officer added: “These results substantiate what many of our TV partners have been telling us anecdotally for years: namely, that Twitter drives tune-in, especially for live, linear television programming.”
A previous Nielsen study from March found that the amount of buzz a TV show gets on Twitter directly correlates to audience figures, but Nielsen said at the time that this research did not prove causality between the two.
The pros and cons of FAST digitaltveurope.com/comment/the-pr…
20 June 2021 @ 13:38:00 UTC