A new study from Nielsen finds that Twitter conversations are a good indicator of general audience reaction and engagement for a particular show.
As Marketing Land explains, “The study, conducted by Nielsen’s Neuro division, hooked up 300 people to brain monitors and tracked their reactions during the viewing of eight primetime broadcast and cable shows. Nielsen Neuro, which commonly studies engagement with advertising, tracked participants’ emotion, memory and attention. When Nielsen compared Twitter TV activity during the shows with people’s brain activity, it found a 79.5% correlation.”
Read the full story here.