Twitter impacts TV ratings, says Nielsen

The amount of buzz a TV show gets on Twitter directly correlates to audience figures, according to a new study by research firm Nielsen.

The research, which carried out by Nielsen and SocialGuide – the social TV measurement and analytics firm that Nielsen acquired in November – found that increases in Twitter volume related to increased ratings, particularly among those aged 18-34.

In this age group, an 8.5% increase in Twitter volume corresponded with a 1% ratings jump for premiere episodes. For mid-season shows the same increase in ratings was linked to a mere 4.2% increase in Twitter volume, the research claimed.

Among those aged 35-49, a 14% increase in Twitter volume related to a 1% audience increase for a show premiere, and an 8.4% increase in Twitter volume correlated to a 1% viewer rise for mid-season shows.

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