New York—The volume of Twitter posts and the tune-in rates of broadcast TV shows can each influence the engagement and reach of the other, according to a new report from Nielsen Co.
According to Nielsen's “Twitter Causation Study,” an analysis conducted during the 2012-13 prime-time TV season of 221 episodes, there was a “statistically significant impact” on the ratings of 29% of the shows due to the volume of related tweets. And the converse also held true: 48% of the TV shows that already had high ratings prompted significantly more tweets in response, according to Nielsen's study.
Tweets had the greatest impact on programs in the competitive reality genre, influencing ratings changes in 44% of episodes. Comedy (37%), sports (28%) and dramas (18%) also saw increased tune-in due to tweets, according to the study.