More and more networks are finding the value in the open communication that social media platforms facilitate — and some of the numbers are breathtaking
THEWRAP.COM – Television success is no longer measured by ratings, share and total viewers alone. It can also be quantified by social media presence — usually in the form of Twitter mentions.
Every hear of a cheap little thriller called “Sharknado”? Though the Saturday night throwaway on the Syfy channel brought in only 1.4 million viewers when it debuted, it became a Twitter phenomenon.
As a result, subsequent showings turned it into a ratings behemoth, bringing 1.9 million viewers for its first repeat, and 2.4 million for its second. It even earned a one-night run in movie theaters at midnight last Friday in theaters across the country.
On Tuesday, Nielsen published a study that showed statistical evidence of an influence between broadcast TV tune-in for a program and the Twitter conversation around that program.
“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, chief research officer, Nielsen.
More and more networks are finding the value in the open communication that social media platforms facilitate. And some of the numbers are breathtaking.
ABC Family’s “Pretty Little Liars,” the top tweetiest show according to SocialGuide, which measures mentions on Twitter, had nearly 11 million tweets in the first half of 2013.
It was followed by “American Idol,” with more than 8 million, and “Walking Dead,” with 5.5 million.
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