It seems like common sense that an increase in tweets can drive an increase in live TV viewership, but until now there's been scant proof of such correlation. A study released by Nielsen has found just such a relationship. In fact, Nielsen went so far as to use the other c-word: causation.
Relying on live TV ratings and tweets for 221 primetime broadcast episodes that were studied using SocialGuide -- a venture between Nielsen and McKinsey & Co. that captures Twitter activity for all U.S. TV programming -- the study found correlations between tweet and tune-in surges.Not surprisingly, a lift in ratings often yields more tweets. According to the findings, a rise in live TV ratings drove up the number of tweets about the programming among 48% of the episodes sampled. But more interestingly, on the flip side, an increase in the volume of tweets drove up live TV ratings in 29% of the episodes included in the study....
From the post: "Nielsen study is first to pinpoint a correlation--and in some cases causation--between tweets and tune-in, which has been hard to prove."
More useful research for all.