Now Nielsen, through a Twitter Causation Study scheduled for release today, has found that spikes in TV ratings can be correlated to an increase in volume of tweets. On the flip side, an uptick in tweets has shown evidence of a boost in TV ratings, according to a statement from Paul Donato, Nielsen’s chief research officer.
According to a Nielsen spokesperson, "time series analysis" enables a user to take minute-by-minute Tweets and minute-by-minute live TV ratings and "predict the next set of what a time series might look like based on the time series data itself."
Ali Rowghani, Twitter’s COO, said new research by Nielsen proves that “Twitter is a complementary tool for broadcasters to engage their audience, drive conversation about their programming and increase tune-in.”
Naturally, understanding the territory between the two is on marketers’ minds. Early brand users of Nielsen Brand Effect for Twitter include Holiday Inn Express, Adidas, Jaguar and Samsung, all names that have augmented second-screen campaigns with traditional direct-response tactics.