Nielsen partners up with Twitter
A study has revealed that Twitter chatter has an effect on the ratings of a TV programme.
Nielsen has discovered that the number of tweets about a TV broadcast substantially increase the ratings of the programme 29 per cent of the time.
The media measurement company has confirmed what many in the industry have believed for a number of years; that there is a direct correlation between Twitter and ratings.
In essence, the more discussion about a programme there is on Twitter the more viewers there are, while more popular TV shows generate more Twitter activity.
The two companies are set to publish their complete findings today. They have claimed that these results support the premise of a new joint project between the two, the "Nielsen Twitter TV Ratings review".
This will measure the volume of Twitter conversation about every programme. Instigating this system could aid the privately owned microblogging site in their long held bid to convince advertisers of the power of real-time ad-delivery.
Twitter has long been targeting large brands about the possibilities available to them using the multi-media platform. The results of these new statistics could convince them of the marketing potential of ads that complement the live viewer experience.
Mike Hess, Nielsen vice president for media analytics said: "While our study doesn't prove causality, the correlation we uncovered is significant and we will continue our research to deepen the industry's understanding of this relationship."
Hess's statement comes as a warning to advertisers that though this is a positive revelation for the social media platform, they are unable to resolutely conclude that Twitter chatter drives viewership.
Natalie Booth, head of search at theEword said: "Twitter has had a lot of bad press recently so this positive news must be a relief to their execs.
"This confirms what most have been assuming about Twitter and TV ratings correlating, but for their current advertisers this must be welcome news in the wake of the scrutiny the site has recently received."