Twitter user reviews can boost TV ratings

Sina Science and technology news Beijing time of August 7, the Market Research Institute Nielsen (Nielsen), the latest survey data show that Twitter users in the television program published by the relevant comments tweets to improve TV ratings. Nielsen's analysis of more than 200 prime-time television shows has found that Twitter users have boosted their ratings during nearly one-third of the broadcast time by increasing the number of tweets when they publish comments about a particular TV program. Conversely, the higher the ratings of the program, the more Twitter users will post relevant comments and tweets. This is the first time Nelson has established a direct link between Twitter user behavior and TV ratings, or it will allow Twitter to get more advertising revenue. TV viewers are still the primary audience for advertising, and major television companies are trying to reduce the loss of viewers. Twitter plans to raise sales to $1 billion trillion by next year, and the company has begun to tap into the value of overlapping identities that its users are also television viewers. Dick Costolo, Twitter's CEO, unveiled a service last month that allows advertisers to Dick Costello ads for users who are texting while watching the show. In addition, advertisers can increase their advertising effectiveness by increasing the amount of advertising on Twitter for the same group of users. Generally speaking, advertising chamber in a certain period of time to the consumer ads, this is a commonly used advertising strategy, called "Frequent positioning" (frequency targeting). New standard for "Twitter TV ratings" in the second half of this year, Nielsen is about to launch a new standard called "Twitter TV ratings", which shows how many viewers are releasing tweets about a TV program, Rating. To help advertisers and program content providers understand Twitter's impact on the program. Currently, Nielsen is already providing such data to some of its customers. This survey by Nielsen shows that commentary tweets have a greater impact on certain types of programs. For example, reality show 44% of the show ratings will be promoted by the user posted tweets, comedy programs for 37%, sports programs in 28% of the time will be published by the user tweets influence, and the TV drama of this proportion is 18%. Still, some of the smaller episodes can benefit from it. For example, the Pretty Little liars, the ABC Family Channel, last season, aired a total of more than 1.6 million comments on the show, in part because of the measures taken by its parent company, Disney, to boost ratings. Twitter has staked much of the future growth on advertising and is trying to convince advertisers and TV providers that Twitter can affect viewers ' habit of watching TV. As part of this strategy, Twitter has earlier this yearThe company Bluefin Labs, which is spending about $100 million to acquire data analysis companies, to better analyze the tweets associated with television programs. Rival Facebook strategy different Twitter has been working with a number of large television program providers, including the Disney-owned ESPN Channel, the American Media Group Kham (78.85,0.10,0.13%) 's MTV and Nick International Children's Channel ( Nickelodeon, Time Warner's TNT, TBS and CNN channels. Earlier this year, people familiar with the matter said that Twitter, after reaching an agreement with the partners, would be able to play video on its website and share advertising revenues with its program providers. Facebook has a different strategy than Twitter. Last month, people familiar with the matter said Facebook plans to launch video ads and get ad revenue from them. Twitter, meanwhile, is working directly with TV providers to share advertising revenues while helping its partners boost ratings. Earlier, Nielsen published a report stressing the significant correlation between Twitter user behavior and television ratings. The findings, published today, directly show that Twitter can boost ratings. "This survey confirms what many of our TV partners have been talking about for years, that Twitter can improve TV ratings, especially live broadcasts," says Ali Rowghani, a Twitter coo Ari Logani. "(Chen)