In new research, which looked at the importance social media in building audiences, Nielsen said that reality series were 31% more likely to be watched live, while premiere episode, regardless of genre, was 15% more likely to be watched live.
Nielsen said a 10% increase in Nielsen Twitter TV Rating impressions corresponded to a 1.8% increase in the audience who watch the show during the seven days after the live airing. This indicates that “social media activity around TV programming is playing a role in driving viewers to watch programming later in the week,” said Nielsen.
It also noted that “more social shows see a greater boost in time-shifted audiences than less social ones,” with ‘high social’ shows, getting a 36% larger catch-up audience than live audiences, compared to ‘low social’ shows’ that had catch-up audiences just 16% larger than live audiences.
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