Twitter sets social TV highs
DetailsMichelle Clancy | 04 June 2015
Twitter continues to prove itself as a television engagement medium, with tweets, according to recent research from Nielsen Social, hitting all-time highs for TV this season.
Series programme buzz started early and continued throughout the 2014-2015 US TV season, Nielsen found, with 68% of programme-related Twitter activity on average taking place during live airings each week.
For instance, AMC's the Walking Dead garnered 1.3 million tweets during its premiere episode on 12 October 2014, reaching 7.4 million people throughout the night. The series also had the largest audience on Twitter throughout the season, with 4.3 million people seeing tweets about each new episode on average.
Reality competition programmes also kept audiences' attention both on screen and on Twitter. The Bachelor on ABC set this season's record for most impressions (total number of times tweets were seen) per episode. Nuestra Belleza Latina on Univision similarly enticed audiences on Twitter — on 15 April 2015, each person in the Twitter TV audience saw a total of 22 tweets about the programme, the most impressions per person across all series episodes this season.
Energised audiences continued to take to Twitter during live TV events this season. The CBS Grammy broadcast accounted for 13.4 million tweets, while the Super Bowl was the biggest Twitter event in all of TV this season with 16.1 million people seeing tweets about the game, half-time show and ads. A total of 25.1 million tweets were sent about the event.
"To sum it all up, this TV season has been a roller coaster of drama, suspense, comedy and excitement, with TV fans sending tweets about every twist and turn along the way," Nielsen said in a posting. "Fans weren't the only ones with their eyes on Twitter this season. Networks, agencies, and advertisers also kept the pulse of Twitter TV conversation.