Kantar Media study confirms link between Twitter activity and TV viewing in Latin America
Understanding the relationship between social media and television is becoming increasingly important to broadcasters, agencies and advertisers who want to maximize audience engagement and harness the power of online conversations about TV programmes.
Kantar IBOPE Media, the leader of media research in Latin America, was commissioned by Twitter to explore this relationship, and found evidence of a causal relationship between the volume of Tweets about a TV programme and the number of viewers in the Brazilian market.
The study, the first in Latin America, took into consideration a sample of 16 TV shows selected by Twitter, across different channels (Broadcast TV and Pay TV), genres, targets and time bands. The selected shows had active social media strategies. The time period for the analysis was 01 January 2015 – 30 September 2015. 295 episodes were analysed, and the study found that within this sample there was some positive correlation between Twitter conversations and TV ratings for 46% of the broadcasts. This means that in almost half of the episodes analysed, there were similar movements in the minute‑by‑minute activity in the volume of Tweets about the programme and the number of viewers watching the programme.
Furthermore, among those broadcasts that had some positive correlation, 23% presented signs of Tweets actually impacting audience viewing figures. Additionally, in 26% an increase in TV ratings contributed an increase in the volume of Tweets, showing that there is a mutually beneficial relationship between the two media. The study also revealed that for one episode of a particular TV program, Twitter activity related to that programme could have contributed up to 13% of its average audience that day.
These figures are the result of a rigorous analytical process. The process established:
Since correlation does not always mean causality – that is, that the growth of one number implies the growth of the other number - the episodes underwent Time Series Analysis developed by Clive Granger, a process generally used in economics to evaluate the cause and effect relationship between two variables.
- Whether there was a relationship or correlation between Twitter and audience viewing activity for the programmes
- If there was causation, i.e. Twitter activity leading to TV viewing.
- It also looked into contribution, which measured the size of the impact of Tweets on the TV viewership for those episodes in which a positive effect was found.
The Kantar Twitter TV Ratings, the official industry metric analysing Twitter activity around TV programmes, will be launching in Brazil in June 2016. The suite of solutions will enable broadcasters to keep track of the conversations around their programmes and competing programmes, to help maximise audience engagement. It will help agencies and advertisers make better planning and buying decisions to reach socially engaged viewers for stronger campaigns.