Nielsen analysed 42 broadcast and cable series premieres in the US from late August to early November last year, and found that Twitter activity around those programmes helped to gauge audience sizes for the premieres (alongside other indicators such as promotional activity and network type).

“Our current and recent research efforts increasingly indicate that Twitter TV activity and reach data can help networks and agencies make superior, data-driven advertising and programme marketing decisions,” the report said.

Nielsen and Twitter have an agreement to deliver a syndicated standard metric around the reach of TV conversations on Twitter.