Twitter has quickly become the modern water cooler for TV audiences, but it’s also proven to be a viable tool for networks seeking to drive audience tune-in and advertisers looking to amplify brand messaging beyond TV. But that’s just the tip of the iceberg. In fact, recent Nielsen research found that Twitter TV volumes can tell them more than just who’s reacting to TV on Twitter—they can also tell how engaged general viewing audiences are with the shows they watch. And as Deirdre Thomas, SVP, Client Solutions, explains, these latest findings are more than just backed by consumer neuroscience. Together, with other Nielsen research, they suggest that paying attention to those fast fingers on second screens could increase ad memorability and sales outcomes for TV advertisers.