Nielsen has published selected data from its latest research into whether Twitter buzz affects TV shows’ ratings in the US. Its conclusion: they do. Specifically, its study claims that “for 18-34 year olds, an 8.5% increase in Twitter volume corresponds to a 1% increase in TV ratings for premiere episodes, and a 4.2% increase in Twitter volume corresponds with a 1% increase in ratings for midseason episodes”. For more context on this, read Wired’s feature on the changing nature of TV ratings, which are having to evolve (like music charts) to take into account a range of new digital services and social signals.

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