Social media is undoubtedly transforming the way viewers engage with TV as audiences share comments and opinions about their favourite shows in real time. These conversations are also helping to drive TV audiences and creating a stronger demand for catch-up TV.
Being able to measure and evaluate TV programs by their social engagement allows networks to better understand audience reactions to their programming. It also offers advertisers and agencies another element in evaluating where to place media-spend and the impact of those placements in driving earned media.
For the first time in Australia, the audience reach of Twitter conversations about TV and engagement levels can be measured following the launch of Nielsen Twitter TV Ratings. This new measure enables networks, agencies and advertisers to understand how audiences are reacting to TV shows and the reach of these conversations taking place on Twitter.
Nielsen Twitter TV Ratings measure not only “authors”— the number of people Tweeting about TV programs — but also the much larger “audience” of people who actually view those Tweets.
Initial Nielsen Twitter TV Ratings findings indicate that sporting events are a significant driver of social media interaction, comprising 36 per cent of all TV-related Tweets. However, series type programing covers the largest portion counting for more than three in five Tweets. Within series the highest segments were reality shows (20%), current affairs (20%), news (16%) and drama (6%) programs driving TV-related Tweets.
In October, more than one million (1.2M) Tweets relating to TV programs were sent by Australians, generating 97.5 million impressions (total number of times Tweets were seen). Nielsen Twitter TV Ratings for October 2014 show that the NRL Grand Final was the most socially engaged program, with 75,000 Tweets sent creating 8.4 million impressions. This was followed by V8’s – Bathurst 1000, then the finales of three reality TV shows – The Block Glasshouse, The Bachelor Australia and X Factor.
About Nielsen Twitter TV Ratings
Nielsen Twitter TV Ratings is the first-ever measure of the total activity and reach of TV-related conversation on Twitter. Nielsen Twitter TV Ratings measure not only “authors”— the number of people Tweeting about TV programs — but also the much larger “audience” of people who actually view those Tweets.
Nielsen Twitter TV Ratings measures all programs across more than 100 Free-to-Air and Subscription TV Channels, providing:
- Metrics of Activity and Reach for episode, program, network station.
- Insight and ranking mentions of actors, cast/talent, athletes, sports teams.
- Real-time monitoring of Authors and Tweets for every program on air.
- Unique Audience: The total number of distinct Twitter accounts accruing at least one impression of one or more different Tweets ascribed to a TV episode.
- Impressions: Total number of times any Tweets related to a program were seen.
- Unique Authors: Number of Twitter accounts that posted at least one Tweet about a program.
Tweets: Number of Tweets related to a TV program.