tv-everywhere

SocialGuide and Nielsen: Growing Power of Social TV

  |  March 22, 2013   |  Comments

About 32 million U.S. citizens tweeted about TV in 2012, according to a recent study by research firms SocialGuide and Nielsen.

About 32 million U.S. citizens tweeted about TV in 2012, according to a recent study by research firms SocialGuide and Nielsen.

The study found that there is a link between tweets and TV ratings. Study results show a strong correlation between Twitter activity and ratings in the 18-to-34-year-old demographic.

"While prior-year rating accounts for the lion's share of the variability in TV ratings, Twitter's presence as a top three influencer tells us that tweeting about live TV may affect program engagement," said SocialGuide CEO Andrew Somosi.

"We expected to see a correlation between Twitter and TV ratings, but this study quantifies the strength of that relationship."

The report finds that 80 percent of U.S. mobile device users check their tablet or smartphone several times a month while watching television. Another 40 percent check social media on their devices while watching TV.

In the 18-to-34-year-old demo the study found that Twitter activity directly correlates with TV rating increases. The study found that about an 8 percent increase in tweets by 18-to-34-year-olds correlates to a 1 percent jump in viewership for season premieres.

For mid-season replacements, Twitter activity also correlates to ratings. According to the study, when tweets about a mid-season replacement jump about 4 percent in the 18-to-34-year-old demo show ratings jump about 1 percent.

In the 34-to-49-year-old demo a 14 percent increase in Twitter volume corresponds to a 1 percent increase in a season premiere ratings. For mid-season replacements the numbers for the demographic show a 1 percent jump in ratings corresponds to about an 8 percent increase in Twitter volume.

"The TV industry is dynamic and it was important for us to analyze multiple variables to truly understand Twitter's impact on TV ratings," said Mike Hess, executive vice president of media analytics at Nielsen.

"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 and SocialGuide's study comes along with the news that Nielsen is set to launch the "Nielsen Twitter TV Rating" in the U.S. this fall. The offering will be the first syndicated-standard metric that examines reach of the TV discussion on Twitter.

Image on home page via Shutterstock.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...