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Study links TV viewership and Twitter conversations

Brian Stelter 

A first-of-its-kind study by Nielsen has affirmed what nearly everyone in the television industry already suspected: Twitter conversations sometimes do cause people to turn on the TV. The study, which released on Tuesday, examined Twitter chatter and minute-by-minute Nielsen ratings of 221 episodes of prime-time shows on major networks. Most of the time, there was no statistically significant relationship between the two sets of data. But Twitter messages were shown to cause a "significant increase" in ratings 29 percent of the time, said Mike Hess, an executive vice-president at ...

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First Published: Wed, August 07 2013. 00:07 IST