Twitter Inc (NYSE:TWTR) has been trying to work towards collaborating with TV guys for quite some time. In a recent attempt, Twitter Inc (NYSE:TWTR)’s data partner Nielsen has revealed that Twitter activity regarding a TV Show and the ratings that the show got are directly proportional to each other. Nielsen’s data also revealed that it had ability to predict 5 of the top 10 TV shows which premiered in the last fall. Will this help Twitter Inc (NYSE:TWTR) in achieving its attempt to get to TV guys? Twitter Inc (NYSE:TWTR)’s Global Media Research Director, Anjali Midha talked on Bloomberg TV about how Twitter can more accurately forecast TV show ratings.
Midha said that there is tight relationship between tweets and tv show ratings, since she believes that tweets can sometime drive the ratings higher and vice versa. She said that they are really excited to keep studying that phenomenon. Twitter Inc (NYSE:TWTR) has been trying to collaborate with TV for the last two years, but Midha pointed out that the background work has been going on for more than 5 years.
Midha said that Twitter Inc (NYSE:TWTR) has relationship with Neilsen which helps them in getting a weekly data on which Show is doing very well and which shows are not doing well. She revealed the list of top tweeted TV shows, which included names like, ‘Empire’, ‘Bachelor’, ‘American Idol’, etc. She said that the TV guys are doing tremendous amount of work to bring Tweets into their TV experience and also help them with the ratings for the shows as well. Important thing to look for is how can Tweets relate to ratings of the shows.
“We have been studying this relationship for quite some time and some of the new research that we have from late last year shows us that things like live tweeting, while the show is airing on television, having the talents, celebrities, producers, writers actually tweet while the show is going on helps a tremendous amount of driving engagement,” Midha said.
She said that it is early days with the tactics of driving the ratings through hash tags while the show is going on. But, she thinks that the signals are pretty much positive and a lot more work has to be done on it to mature the tactics.
Sometimes the hashtags can become a overkill and frustrate the viewers. Midha said that there is a fine line there and they are striving hard to workout what is the best time to have those pop up and get bet benefit out of it for the shows.
Most of the people these days opt to watch the shows online or on demand, etc. Hashtags during these scenarios doesn’t make sense. Midha said that they are working on that right now to understand how to include the people who do these kind of stuffs into the equation, which cannot be done with the system that is currently available.
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