Wait ... Social Can Drive My TV Ratings?
Want to capture the attention of your news director or GM? Try closing the loop on your social media efforts with a reference to higherTV Ratings.
[Scene: GM crosses newsroom, digital director trails speaking with elaborate hand gestures. GM stops, head tilted, one eye squinting, ‘Huh? … Wait what did you say?]
That’s right, according to a Nielsen study, (see full report Nielsen -- Social Buzz Impacts TV Ratings) social buzz generated about a TV program shows some moderate correlation to TV ratings. Lost Remote quotes Facebook’s Andy Mitchell, that he’s “pretty confident” a recent USA Network promotion linked to “Psych’s” Facebook helped drive a 10% ratings increase.
The Nielsen study asserts the same stating that increases in what they define as “social buzz” -- a formula based on social mentions, # of authors and other factors – generates ratings increases on a scale as strong as 9 to 1 [9% increase in buzz correlates to 1% increase in ratings for certain demographics].
It’s not a silver bullet, but the framework for proof that social media’s impact on the broadcast partner is emerging.
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