New Study Confirms Link Between Twitter & TV Ratings

NEW YORK: Twitter has been identified as one of three statistically significant variables to align with TV ratings, in addition to prior-year rating and ad spend. 

Research from Nielsen and SocialGuide shows a correlation between Twitter and TV ratings, driven by the rise in media consumption across multiple device screens. According to SocialGuide, 32 million unique people in the U.S. tweeted about TV last year. The recent Nielsen/SocialGuide study confirmed that increases in Twitter volume correlate to increases in TV ratings for varying age groups, revealing a stronger correlation for younger audiences. Specifically, the study found that for 18- to 34-year-olds, an 8.5-percent increase in Twitter volume corresponds to a 1-percent increase in TV ratings for premiere episodes, and a 4.2-percent increase in Twitter volume corresponds with a 1-percent increase in ratings for midseason episodes. Additionally, a 14-percent increase in Twitter volume is associated with a 1-percent increase in TV program ratings for 35- to 49-year-olds, reflecting a stronger relationship between Twitter and TV for younger audiences.

“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 is likely a significant indicator of program engagement,” said Andrew Somosi, the CEO of SocialGuide. “We expected to see a correlation between Twitter and TV ratings, but this study quantifies the strength of that relationship.”

“The TV industry is dynamic and it was important for us to analyze multiple variables to truly understand Twitter’s impact on TV ratings,” added Mike Hess, the executive VP of media analytics for 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.”