This Week in #SocialTV: Nielsen Matures into Social TV


“Nielsen has finally found a way to quantify the number of tweets related to our favorite programming.”  Are people still watching live TV enough for the fancy new Nielsen/Tweet score to make a difference to advertisers?

Nielsen’s New Number

“Nielsen 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.”

“Nielsen researchers analyzed 221 TV episodes. According to the findings, Twitter chatter and tweet volume caused statistically significant changes to live TV ratings for 29 percent of the episodes.  However, Nielsen has not publicly quantified the extent to which tweet volume influenced the ratings.”

“Aside from its Twitter innovation, it can’t keep up with all the different ways we’re all Keeping Up with the Kardashians.”  “What makes the new rating so appealing to Nielsen – and the channels and advertisers who subscribe to their services – is that Twitter is making people watch TV live.”

Cord Cutting and Other Stories

“The pay TV business used to be a slow-to-no-growth business.”  “They’re down 360,000 subscribers over the last year, or a decline of 0.3 percent.”  “the industry has now been in decline for three consecutive quarters”  “Cord cutting used to be a myth. It isn’t anymore,” Moffett writes in a new note. “No, the numbers aren’t huge. But they’re statistically significant.”

“Discovery Channel’s Shark Week has begun to gobble up social media attention, as fin fans turned to Twitter to discuss the first special, “Megalodon: The Monster Shark Lives,” about a hunt for a killer shark off the coast of South Africa.”,0,1099461.story

“Semiconductor companies can’t just make chips anymore, they need to address the needs of consumers across devices, something that Chromecast enables.”

“It looks like Chromecast won’t be limited to playing content from YouTube and Netflix for very long, with a number of media platforms getting ready to support the new device.”

What is and what isn’t:

  1. Social TV: Social media campaigns involving TV are not Social TV, even though Social TV behavior can be a component of the social marketing campaign.
  2. Second Screen: Just because something is on a smartphone/PC/tablet that is related to TV does not make it a Second Screen companion viewing execution.
  3. Social marketing of TV is not Social TV, nor is every TV promotion on a smart phone or tablet a Second Screen experience.


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