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Study 'confirms' link between TV and Twitter
A new study has ‘confirmed’ the link between TV and Twitter in the UK, showing that 11% of shows gain viewers during broadcast as a direct result of Twitter activity.
The study - A Year in the Life of TV and Twitter - examined a year’s worth of data from Twitter and Broadcasters’ Audience Research Board (BARB), excluding news and live sports programmes, and found that Twitter has a “direct, positive influence on viewing figures during broadcast for 11% of programmes, boosting audiences by an estimated 2% during those shows”.
Other findings included:
- There is a Twitter TV top 30: In terms of volume of tweets, the top 30 TV series account for 9% of viewing volume and 50% of all measured UK Twitter TV activity
- TV tweet levels broadly correlate with TV channel shares and programme/ series viewing figures
- There was a noticeable skew of tweets towards entertainment, talent shows, constructed reality, documentaries, soaps, special evenyts and some dramas where there is a cult or younger following