Tweeting Spike Can Increase TV Show’s Ratings, Study Finds

By Melony Roy

PHILADELPHIA (CBS) — A new study confirms that an increase in Twitter chatter about a TV show can boost viewership of that same show as it airs live.

The media measurement firm Nielsen says that for the first time it has proved that Twitter chatter about a broadcast program generally means more viewers are tuning in.

“For Twitter, the results of this study with Nielsen is a huge deal because the TV segment or ‘vertical’ in particular is one that Twitter is trying to own,” says Annie Heckenberger, a vice president at Philadelphia-based advertising agency Red Tettemer, “and the results of this survey that shows that Twitter is moving the needle for TV and tune-in is pretty tremendous for them.”

This fall, Nielsen and Twitter are set to begin publishing a new “Nielsen Twitter TV Rating” that measures the volume of Twitter conversation about every program.

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