The prevalence of social media (especially Twitter) and TV co-usage has made some big players in the media space take notice. Nielsen and Twitter have teamed up and will soon release Nielsen Twitter TV Ratings, or the NTTR (Fall 2013). The goal of NTTR is to quantify the size of the audience who is not only watching a TV program, but also to capture their ‘TV Tweets’ (tweets that are referring specifically to what they are watching at the time) to allow for advertisers to understand and act upon the social activity that is taking place around television content. The two-screen audience numbers are undeniable, but it is not yet clear if Tweets are a valuable metric to complement TV ratings. This write-up is designed to explore the following factors.
Is Tweet/social media volume correlated to TV ratings?
What kind of programming tends to generate the greatest tweet volume?
Who’s doing most of the tweeting?
Are Twitter users more engaged than other viewers?
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