Group items tagged

the data shows the Twitter TV audience for an episode is, on average, 50 times larger than the authors who are generating tweets.

In its IPO filing, Twitter said the Nielsen Twitter TV Rating will “not directly generate revenue” but said, “we believe (it) will enhance our attractiveness to users and advertisers.”

Facebook, which has a total user base more than five times the size of Twitter’s, is playing catch-up to Twitter in trying to provide a similar guide for how social activity on its service relates to TV. Last week, Facebook began sharing weekly data about interactions among U.S. users for about 45 broadcast shows in primetime with ABC, CBS, Fox and NBC and a few other partners.

In the lead-up to its IPO this fall, Twitter launched Amplify, which partners with TV channels to pump promoted tweets and short video clips (co-branded by an advertiser and network) into feeds where users are likely to be tuned into the channel. Nielsen has reported that these doubled-up ads translated to a 58-percent-higher purchase intent for consumers.

In 29 percent of episodes surveyed, Twitter activity boosted live television viewership in a “statistically significant” way, and 48 percent of the time, higher TV viewership led to a higher tweet volume.