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Nielsen: 29 Percent of TV Ratings Impacted by Twitter Study tries to establish causal relationship between social and GRPs
In a first attempt at establishing a causal relationship between Twitter activity and TV ratings, Nielsen on Tuesday released a study that suggests that the social media platform can in fact have a meaningful impact on GRPs.
According toNielsen’s “Twitter Causation Study,”the volume of tweets related to a particular broadcast “caused significant changes in live TV ratings” 29 percent of the time.
While Nielsen did not further quantify the impact of increased tweet volume on a given show’s ratings—as was born out with Syfy’s much-ballyhooed Sharknado, there isn’t necessarily a correlation between rabid Twitter activity and actual deliveries—the research giant did break down its preliminary results by genre.
Unsurprisingly,unscripted competition shows were the primary beneficiaries of real-time tweets, as hashtagged conversations influenced ratings changes 44 percent of the time. Comedy (37 percent) and sports programming (28 percent) also seemed to be affected by Twitter volume, while drama (18 percent) appeared to be largely indifferent to social nattering.