Nielsen Launches Demographics for Nielsen Twitter TV Ratings
Nielsen, a global information and measurement company, today announced the launch of demographic data for Nielsen Twitter TV Ratings. Delivered overnight for programming across over 250 U.S. TV networks, this never before available information enables the TV industry to precisely analyze the age and gender of both people who tweet (Authors) and see Tweets (Audience) about TV.
Initial analysis of Twitter TV demographics across 273 broadcast and cable program episodes reveals three important findings. First, there is a broad age and gender distribution across programming. Second, the analysis highlights significant differences in age and gender profiles across programming types. Third, and most importantly, the analysis highlights how Twitter enables TV networks and advertisers to reach audiences beyond their core demos.
Prior research had already demonstrated that on average, the people who see TV-related Tweets outnumber Twitter TV Authors by a 50-1 margin. This analysis now reveals that the Twitter TV Audience is more demographically balanced than Twitter TV Authors. For example, a program where Twitter TV Authors are 80 percent male may have a Twitter TV Audience that is 60 percent female. This indicates that Twitter TV can be used as an important tool to reach audiences beyond a program's core viewership.
"The nexus of television and social media offers tremendous opportunity to reach consumers," said David Shiffman, EVP of Research, MediaVest. "Metrics like these advance our ability to evaluate and measure the impact of those opportunities and complement our clients' TV investments with social activation that can improve overall marketing performance. Social TV audiences data is already enabling us to measure, understand and successfully activate in this space. As it matures, it will also provide a richer narrative about consumer viewing habits."
The gender of Twitter TV Authors for the programs analyzed ranged from 88 percent female to 92 percent male. The age distribution varied widely as well: the program skewing oldest counted 85 percent of its Twitter TV Authors above the age of 35, while the youngest-skewing program had 98 percent of its Twitter TV Authors below the age of 35. On average, the Twitter TV Authors for Sports Events skewed 79 percent male, while Reality programs skewed 65 percent female. Reality programs also had a younger mix of Twitter TV Authors: 75 percent below the age of 35 relative to just 63 percent of authors below 35 for Comedy programs. Detailed findings from the initial analysis are available here.