Online buzz can drive ratings for TV shows

"An analysis conducted by NM Incite, a Nielsen/McKinsey Company, and Nielsen looked at the correlation between online buzz and television ratings and found a statistically significant relationship throughout a TV show’s season among all age groups, with the strongest correlation among younger demos (people ages 12-17 and 18-34), and a slightly stronger overall correlation for women compared to men.  Men over 50 showed the weakest buzz-to-ratings connection leading up to a show’s premiere through the middle of the season, but that relationship strengthened by the finale as all age groups were actively discussing a TV show via social media.
Among people aged 18-34, the most active social networkers, social media buzz is most closely aligned with TV ratings for the premiere of a show.  A few weeks prior to a show’s premiere, a nine percent increase in buzz volume correlates to a one percent increase in ratings among this group.  As the middle of the season approaches and then the finale, the correlation is slightly weaker, but still significant, with a 14 percent increase in buzz corresponding to a one percent increase in ratings."

Source:  Research by NM Incite, a Nielsen/McKinsey Company, and Nielsen, reported in Nielsen's blog, 6th October 2011