Television rating points of a TV show and the Twitter activity related to that show are closely related, according to a new study by Nielsen, a global information and measurement company.
It has found that the more popular a show, the more people tweet about it. Also, the more the tweets about a show, the more people are induced to watching that show.
The study, according to the company website "is the first...(one) to quantify the extent to which higher levels of tweeting may cause additional viewers to tune in to programming."
“Using time series analysis, we saw a statistically significant causal influence indicating that a spike in TV ratings can increase the volume of tweets, and, conversely, a spike in tweets can increase tune-in,” said Paul Donato, Nielsen’s chief research officer.
The study included "221 broadcast prime time programme episodes" and found that "live TV ratings had a meaningful impact in related tweets among 48 percent of the episodes sampled."
The volume of tweets also caused changes in TV ratings among 29% of the episodes.
The impact of tweets varied across genres: 37% for comedy, 28% for sports and 18% for drama.
The study used the time series methodology developed by Nobel-prize winning economist Clive Granger.