Twitter Can Boost TV Ratings, New Research Finds

TwitterNew Nielsen Research Validates That Tweets Can Influence Tune-in Rates While TV Programming Drives Twitter Activity

Today Nielsen released findings, which, for the first time, provide statistical evidence of a two-way causal influence between broadcast TV tune-in for a program and the Twitter conversation around that program. Nielsen’s Twitter Causation Study included time series analysis to determine if Twitter activity drives increased tune-in rates for broadcast TV and if broadcast TV tune-in leads to increased Twitter activity. This latest study follows research released earlier this year that quantified the correlation between TV ratings and Twitter. [Read more…]

Facebook is bigger than TV networks, Nielsen Report Says

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According to the first major study by Nielsen, the company that has been monitoring TV consumption for decades, Facebook attracts more 18- to 24-year-olds during prime-time viewing hours than any of four major television networks. Data collected shows that in the area of demographics and viewing, the largest social networking site is the favorite source of entertainment in that demographic (who would normally watch television during prime time hours in the past).

“Established as a bastion of direct response advertising and long considered the home for niche audiences, online has lagged behind other media, namely TV, as a channel for broadly messaged, brand advertising. The emergence of far-reaching publishers like Facebook, however, means that marketers now have another option for reaching consumers en masse. Likewise, the availability of true cross-screen metrics enables them to understand how digital can reinforce and complement their TV investment,” the report authors say. [Read more…]

Coming soon: Twitter Nielsen TV Ratings

Nielsen and Twitter today announced an exclusive multi-year agreement to create the “Nielsen Twitter TV Rating” for the US market. Under this agreement, Nielsen and Twitter will deliver a syndicated-standard metric around the reach of the TV conversation on Twitter, slated for commercial availability at the start of the fall 2013 TV season.

“The Nielsen Twitter TV Rating is a significant step forward for the industry, particularly as programmers develop increasingly captivating live TV and new second-screen experiences, and advertisers create integrated ad campaigns that combine paid and earned media,” said Steve Hasker, President, Global Media Products and Advertiser Solutions at Nielsen. “As a media measurement leader we recognize that Twitter is the preeminent source of real-time television engagement data.”

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Nielsen: Americans Spend a Quarter of Online Time on Social Networks

Today the Nielsen Company released the Q3 – 2011 State of Social Media Report, a snapshot of the current social media landscape and audiences in the U.S. and other major markets. The report offers insights and provides some answers on exactly how powerful the influence of social media is on consumer behavior, both online and off.

The value of the time consumers spend online and on social networks and blogs continues to grow, the report shows, most visible through the influence on purchase decisions. For instance, 60 percent of people who use three or more digital means of research for product purchases learned about a specific brand or retailer from a social networking site.

[Read more…]