Dive Brief:
- Nielsen rolled out new age and gender demographics in its Twitter TV ratings to over 250 TV networks overnight Sunday.
- The new ratings system identifies those tweeting about TV shows ("TV authors") and those reading the tweets ("TV audience").
- On average, TV audience outnumbered TV authors 50-1, and TV audiences tended to be more gender-balanced than TV authors, as well — meaning tweets about programming are helpful in reaching a broader audience.
Dive Insight:
The more the TV industry understands the relationship between Twitter and programming, the more marketers will be able to use that platform to their advantage. This data shows that a TV audience on Twitter can become interested in a show they have never even watched by reading tweets about it. It could be an effective way to draw in new viewers.
