‘The Walking Dead,’ ‘Empire,’ ‘Pretty Little Liars’ big in the world of television tweeting
How important is tweeting, really, when it comes to the success of a show? That is something that we see network executives discussing often, and there is still not necessarily a concrete answer to the question. You really cannot monetize someone talking about the show, and you also cannot really qualify if an actor live-tweeting or an official account sharing behind-the-scenes photos is going to guarantee that more people watch live. To us, it is mostly a measure of passion, which is at least important in gauging whether or not a show would survive in a different tiemslot or on a different night / time of year.
So what we gather via some new Nielsen data for the entire September – May TV season (shared via USA Today) is that viewers clearly love all things “Empire.” With an average of over 620,000 tweets per episode, this is the most-discussed weekly show of the season. “The Walking Dead” is also impressive with more than 400,000 an episode, while “Pretty Little Liars” is at least fairly close to the 300,000 mark.
To us, the biggest thing to take away from all of this information is strictly that there is a correlation between shows popular on Twitter are the ones popular with young people. The top five shows in terms of overall audience impact (which includes “Game of Thrones” and “The Bachelor”) are very popular with adults 18-49, the key demographic for advertisers. So … young people use Twitter. Not exactly something groundbreaking.
Ultimately, we do feel like using Twitter as promotion is a fantastic way to get your show even more buzz, but it’s not going to save you. The thing to emphasize first is creating a product that makes people want to tweet. Come that point, take advantage of it to the fullest.
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