About 32M people in the U.S. tweeted about TV shows last year. And a study out this morning from Nielsen and SocialGuide says that programmers should pay attention: The seemingly random messages Twitter users generate can provide a statistically meaningful early warning about whether a show is catching on. “We expected to see a correlation between Twitter and TV ratings, but this study quantifies the strength of that relationship,” says Andrew Somosi, CEO of SocialGuide, which is co-owned by Nielsen and McKinsey and monitors the links between social media and TV. For example, the firms saw a pattern for shows that had been on at least one season. Ratings for the premiere episode vs the previous season tended to be 1% higher among 18- to 34-year-olds when their tweets about the show were up 8.5%. Similarly, premiere ratings for 35- to 49-year-olds rose 1% when their tweets were +14%. The pattern held for midseason shows: This time ratings among the younger group rose 1% when their tweets increased 4.2% while the older group showed a bump when their messages were +8.4%. “While our study doesn’t prove causality, the correlation we uncovered is significant and we will continue our research to deepen the industry’s understanding of this relationship,” Nielsen EVP Mike Hess says.
Twitter Data Can Provide Early Insights Into TV Ratings: Study
What's Hot on Deadline
Billy Bob Thornton, Carla Juri & Charlie Hunnam Join Aaron Taylor-Johnson In 'A Million Little Pieces'
Robert Redford Slams Harvey Weinstein, Declares Hollywood "Tipping Point" During Sundance Opening Presser
Latest Business News
- Bradford Dillman Dies: Star Of Broadway, Film And TV Was 87
- Super Bowl Ad Rates Have Soared 87% In 10 Years Even With More Clutter: Study
- Los Angeles Makes Amazon’s Shortlist For HQ2
- Bill Cosby Prosecutors Petition To Allow Testimony From 19 More Accusers
- Snap Lays Off Fewer Than Two Dozen Employees In Staff Realignment
- Los Angeles Times Parent Tronc Launches Investigation Of Publisher Ross Levinsohn Amid Sexual Harassment Claims