- 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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