People aren’t just consuming content on social networks, they’re actively sharing it. As television becomes more digital – in the form of sharable video clips or articles about a show’s premiere, for example – social media will continue to play an increasingly important role in how consumers discover and engage with various forms of content, including TV.
At the genre level, 18-34 year-old females showed significant buzz-to-ratings relationships for reality programs (competition and non-competition), comedies and dramas, while men of the same age saw strong correlations for competition realities and dramas.
Methodology
A model was created using 250 television programs and over 150 million social media sites to analyze the relationship between social media and television. Several buzz- and television-related inputs went into this model. Buzz metrics included buzz volume (the raw number of messages about a TV show), messages per source (as a proxy for spread of discussion) and the number of authors (total number of individuals generating the messages). Fundamental television factors included the genre of the show, whether the program aired on broadcast or cable, and the length of time the show had been on-air (first season, second, etc.). The amount of ad dollars spent promoting the show and prior ratings (both episode and season) were also considered.
Radha Subramanyam is the SVP of Media Analytics for Nielsen.
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