Nielsen, which recently ran time series analysis of 221 broadcast prime-time episodes through Nielsen SocialGuide, found that Live TV ratings played a statistically significant role in related tweets for 48% of the episodes. Conversely, the analysis also found that 29% of the episodes showed a volume of tweets had resulted in statistically significant changes in Live TV ratings. Clive Granger, a Nobel-winning economist who died in 2009, originally developed the analysis methodology.
As previously reported by AdExchanger, TV- and media-ratings company Nielsen first teamed up with the social platform last fall when it launched Nielsen Brand Effect for Twitter. Since then, Twitter has reported that brand beta testers reached 95% higher message association with consumers who engaged with a Promoted Tweet and were also exposed to a related TV campaign.