Experts: Social Data Is Key to Measuring Television Success.
“At its core, TV has always been a very social medium,” explains Kristin Youngling, Director of Design Intelligence at BrightLine. “TV is even more social today than it has been in the past. 80% of TV viewers are now watching with at least one connected device by their side, so it’s not surprising that we’re seeing such a huge increase in social activity coming from the living room.”
It’s true. Social is coming to television in a big way, with major television players like Nielsen starting to look to Twitter to gauge the popularity of TV shows. But the metrics aren’t easy to interpret — shows with high ratings, like The Walking Dead, may get less social engagement than lower-rated live broadcasts, like awards shows and sporting events, which tend to generate more social buzz.
“We’ve been studying the…