Television

Twitter Trends in Television Week 40: Scandal, SNL, Miley Cyrus chart the Nielsen Ratings

Now that Twitter has become part of the Nielsen official rating system, we will get a much better look at which shows are dominating the popular social-network. There are a few pitfalls to watch-out for as we move along and start tracking these metrics, and we will help readers navigate them on a per-week basis.
 
For example; contests, promotions, actual real-life drama that may be happening off camera, all can effect these ranking significantly. That’s not to say that it won’t have a mostly positive influence on the show’s exposure, but it may not translate to actual viewers. These are Tweets regarding particular shows, so not all Tweets that mentioned a show, or actor, in the social network will be counted as part of the totals. First let’s explain some stats below:

  • Tweets – Tweets ascribed to a linear TV episode.
  • Unique Authors – Unique Twitter accounts that have sent at least one Tweet ascribed to a specific TV episode.
  • Impressions – The number of times any Tweets ascribed to a TV episode were seen.
  • Unique Audience – The total number of distinct Twitter accounts accruing at least one impression of one or more different Tweets ascribed to a TV episode.

This is viewership “three hours before, during and three hours after an episode’s initial broadcast, local time”, so a lot PR prep-work has to go into the pre-show to get the kind of numbers you see below (even if they seem small). What this list will most likely do for shows is promote live-tweeting during episodes with the cast, anything to get people talking on Twitter and boosting the numbers. How this translates to a show’s viewership is where we come in, and luckily this week is pretty cut and dry, with Miley Cyrus taking up two spots as she appeared on SNL this past Saturday night and launched her ‘Miley: The Movement’ documentary on MTV. The surprising win was Scandal, which dominated the chart this week with 38,434.4 impressions on Twitter, 712.9 counted Tweets and an average of 178.5 authors. The show is a breakaway success in it’s time slot (ABC Thursdays 10pm/9c) and beating out Miley Cyrus as she dominated the headlines this week is an impressive victory for the show.
 
Nielson-Twitter-Week-40
 
The Voice took up both the number 4 and the 5 spot, with a combined 13,404 impressions, 242 Tweets. Rounding out the bottom five was Glee (which will see a gigantic spike next week as the tribute episodes for Cory Monteith get underway) and The Vampire Diaries, and eighth and ninth place was the X Factor.