Only 47 percent of tweets related to live primetime television series during the past season contained official program hashtags, and that number dropped to 26 percent for non-live activity on Twitter, so how does Nielsen accurately provide social TV measurement"
Nielsen also found that 81 percent of social TV engagement (retweets, replies and quotes) on Twitter is with organic tweets sent by the audience, while 19 percent is with content posted by network accounts via network, program and talent accounts.
However, in terms of engagement per tweet, the network-owned tweets drew 70 engagements apiece, compared with just eight for the organic tweets.
The measurement company said it tracks Twitter activity in the U.S. related to TV programs on English-language and Spanish-language broadcast and cable networks, starting three hours before airtime and extending to three hours after airtime, as well as on a 24-hour-per-day, seven-day-per-week basis. Nielsen offered further detailed insights into its methodology Monday, starting with how it goes beyond the hashtag:
Developing a comprehensive classifier set of keywords, phrases, names, hashtags and accounts that people could mention while posting about a particular program is one of the keys to capturing total social TV activity. Audience members will sometimes use ?official hashtags? or mention a show?s verified program handle, but they don?t always do so.
In fact, the study found that only 47 percent of tweets sent about pr...