Changes in Twitter TV activity correlate much of the time with brain activity -- specifically emotion, memory, and attention, according to Nielsen.
Nielsen’s Neuro division, which studies
engagement in advertising, says this is the case 79.5% of the time.
Nielsen studied minute-by-minute at Twitter activity, tweets, around live airings of eight prime-time broadcast and cable TV
shows with varied levels of Twitter activity and TV ratings. It did not disclose specifics.
What does this mean for TV programmers and advertisers? Nielsen says social media now stands as a
bellwether for general audience engagement. Networks, agencies and advertisers should better understand how audiences on Twitter are interacting with TV programming by analyzing those conversations
taking place.
Specifically, for TV marketers, Nielsen says advertising in highly social programs could be an opportunity to drive both advertising memorability and sales outcomes.
Top
Nielsen Twitter TV ratings for the most recent reporting week ending March 1 show NBC’s “Parks and Recreation” has the highest unique audience of 4.63 million, followed by
AMC’s “The Walking Dead” at 3.62 million; NBC’s “The Voice” (Tuesday) with 3.17 million; ABC’s “The Bachelor” at 2.92 million; and NBC’s
“The Voice” (Monday) with 2.78 million.
The next five are Fox’s “Empire” at 2.77 million; ABC’s “How to Get Away With Murder” with 2.44 million;
BET’s “BET Honors 2015” at 2.23 million; USA’s “WWE Monday Night Raw” with 1.81 million; and MTV’s “Catfish: The TV Show” at 1.80 million.