Brain activity predicts social TV engagement: Neuro-Twitter TV linkage study

This report uses neuroscience testing to argue that people engage more with US TV shows on social media when the content is relevant to them.
  • Nielsen wanted to understand why some TV shows drive people to share their thoughts on Twitter, and why there is more online buzz around some shows aside from viewership figures.
  • It used an EEG tool to examine how brain processes explain how subjective experiences of TV translates into Twitter engagement.
  • It mapped brain responses to TV shows with social media data, testing eight TV shows that had shown varying levels of engagement on Twitter.
  • It found that combining three primary measures - emotional engagement, memory and attention - is the best way to predict Twitter buzz, and...

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