【Twitter:电视节目收视率的重要推手 】尼尔森的研究发现,直播电视节目的收视率在直播时段可以显著影响Twitter上相关话题的讨论,有48%的样本节目播出时,在Twitter的话题热度有显著上升。而同时,Twitter上相关话题的微博数又会反过来显著影响直播节目的收视率,有29%的样本节目受到影响。其中真人秀节目在Tiwtter上的话题热度对电视节目收视率影响最大,其次是情景喜剧片和体育类节目。作为一个全球化的实时社交媒介,Twitter已经成为帮助电视节目提升用户参与度、炒热话题、增加收视率的重要补充性工具。

Nielsen: Twitter and TV Programs Are Becoming Fast Friends

Nielsen released findings on Tuesday that shine the spotlight on the two-way relationship that has been burgeoning between TV viewership and Twitter as of late.

The information and global measurement company's independent Twitter Causation Study tapped time series analysis to see if Twitter conversations drove increased tune-in rates for broadcast TV, and to note if broadcast tune-in led to increased tweeting. The study revealed that live TV ratings had a statistically significant impact in related tweets among 48% of the episodes sampled and that the volume of tweets caused statistically significant changes in live TV ratings for 29% of episodes.


"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, Nielsen's chief research officer, in a statement.

The report analyzed minute-to-minute trends in Nielsen's live TV ratings and tweets for 221 broadcast primetime program episodes using Nielsen's SocialGuide. The analysis methodology was developed by Nobel Prize-winning economist Clive Granger.

The results, according to Twitter's Chief Operating Officer Ali Rowghani, validate what many of the social networking and microblogging site's TV partners have been saying for years: "Namely, that Twitter drives tune-in, especially for live, linear television programming."

The results show that increases in TV ratings during an episode can cause more people to tweet more frequently.


The study also looked at the impact of tweets on TV ratings by genre, finding that tweets had the greatest impact on programs in the competitive reality genre and influenced ratings changes in 44% of episodes. Episodes in the comedy and sports genres also saw significant increased tune-in from tweets (see above).

"As the world's pre-eminent real-time social communication medium, Twitter is a complementary tool for broadcasters to engage their audience, drive conversation about their programming, and increase tune-in," Rowghani said.

Donato added that many media companies and advertisers have already made investments in social media outreach as a way to engage more directly with their consumers. He also said that there are still more worthwhile opportunities for Nielsen to conduct additional research to further quantify the relationship between television and social media activity.

What do you think about the findings? Weigh in below.




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