NEWS9 March 2015

Twitter TV activity ‘signals high engagement’

News North America

US — A study from Nielsen suggests that increases in Twitter conversation during live programming signal high engagement among the general viewing audience.

Nielsen Social analysed minute-by-minute Twitter activity around live airings of eight prime time broadcast and cable TV shows with varied levels of Twitter activity and TV ratings. In a separate strand, Nielsen Neuro monitored the brain activity of nearly 300 viewers as they watched new episodes of the same programmes in order to track engagement.

When the Twitter TV activity and brain activity were analysed side-by-side, it was found that changes in Twitter TV activity were strongly correlated ( 79.5%) with neurological engagement.

Full findings can be accessed here.