According to Nielsen Social, Twitter TV Ratings for 2015 NCAA Basketball Tournament, Kentucky Vs Wisconsin gathered over 2 Million Tweets with a unique audience of 8.8 Million, making it one of the most Tweeted Sports events. Last year, TV broadcasts of the tournament generated 14.1M Tweets and 1.6B Tweet impressions. Daily brand mentions were highest when brands advertised on both TV and Twitter: on days that brands took a TV and Twitter approach, they saw an 8X higher lift in mentions than on days they did not invest in either media, as per Twitter Advertising. Twitter TV livens up the conversation with the second screen phenomenon as most social media interactions are on mobile and brands that are creating real-time engagement with TV activity are most likely to be engaged with.
Nielsen Twitter TV Ratings Daily Top Five lists are ranked by Unique Audience and include four metrics for each of the top Series and Specials episodes or Sports Events.
World Cup one of the most tweeted events in 2014 saw a similar increase in engagement on Twitter with Brand tweets also including world cup hashtags indicating increased brand affinity for the sponsors.
To understand the metrics used to measure Twitter TV activity, the terminology used and the definitions are:
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.
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