Nielsen has launched demographic data for its Twitter TV Ratings that will be delivered
overnight for programming across more than 250 U.S. TV networks. Age ranges will
include 13-17, 18-24, 25-34, 35-54, 55+, and 18-49 and will provide data on the age
and gender of both people who tweet (authors) and see tweets (audience) about TV.
The news comes as the measurement service released a report today asserting that
analysis of 273 broadcast and cable program episodes reveals “broad age and gender
distribution across programming”; “significant differences in the age and gender profiles
of Tweeters across programming types” and, perhaps unsurprisingly, that “Twitter enables
TV networks and advertisers to reach audiences beyond their core demographics.”
According to the research, in the U.S. 36 million people tweeted about TV in 2013, while
990 million tweets were sent about TV.“People who see TV-related tweets outnumber Twitter
TV Authors by a margin of 50-1,” the report says, but the new analysis reveals that “the Twitter
TV Audience is also more demographically balanced than Twitter TV Authors,” suggesting
that “advertisers and programs can complement and extend traditional TV reach through
Twitter TV audiences. A program that skews older could connect with a younger audience
through the reach of tweets sent about the show. Similarly, a program that skews female
can reach a more male audience through the reach of tweets sent about the show.”
Source: Deadline