Nielsen releases study on two-way causal influence between Twitter activity and TV viewership

Nielsen findings offer evidence of two-way influence between broadcast tune-in and Twitter conversation.

Nielsen has released findings, which, for the first time, provide statistical evidence of a two-way causal influence between broadcast TV tune-in for a program and the Twitter conversation around that program.

Nielsen’s Twitter Causation Study included time-series analysis to determine if Twitter activity drives increased tune-in rates for broadcast TV, and if broadcast TV tune-in leads to increased Twitter activity.

This latest study follows Nielsen research released in March that quantified the correlation between TV ratings and Twitter.

The Causation Study is here.