Twitter activity and data regarding TV programmes can help networks and ad agencies make superior, data-driven advertising and programme marketing decisions, a study has found. Also Read - Twitter vs Koo: Nigeria government joins India's Koo app after Twitter’s ban in the country
The study has been carried out by Nielsen, a leading global information and measurement company. According to the study for network executives and ad agencies, tweets about TV programmes are an “additional signal” that can help determine how new shows might fare on premiere night, the Wall Street Journal reported. Also Read - Twitter seeks more time to comply with new rules in response to “one last notice”
The data gives TV executives more ideas to find out which shows might be liked the most and which need to be improved further. For ad agencies, the analytics could help them decide where to put their money, the report added. For the study, Nielsen analysed 42 broadcast and cable-series premieres for four-week periods. Also Read - Twitter ban: India's alternative Koo now available in Nigeria
It looked at how many times viewers in the 18-34 age group saw TV marketing — not tweets for a specific show and the size of the audience on premiere night. The researchers found that the more a show was advertised, the bigger its audience. The micro-blogging site Twitter has become an integral part of the TV industry’s promotional efforts in recent years.