Dive summary:
- A study released today from Nielsen proves a long held theory of a causal relationship between tweets and live TV ratings.
- Among the episodes studied, the volume of tweets caused statistical changes in 29% of Nielsen's Live TV Ratings; conversely, the study showed that higher TV ratings increased the volume of tweets.
- This two-way causal relationship further establishes Twitter as a promotional medium for TV ratings.
From the article:
"Analyzing minute-to-minute trends in Nielsen’s Live TV Ratings and Tweets for 221 broadcast primetime program episodes using Nielsen’s SocialGuide, the findings show that Live TV ratings had a statistically significant impact in related Tweets among 48 percent of the episodes sampled, and that the volume of Tweets caused statistically significant changes in Live TV Ratings among 29 percent of the episodes. The time series analysis methodology used for this study was developed by Nobel Prize-winning economist Clive Granger, and is widely used in the fields of econometrics, physics, and neuroscience, among others."
